Marketing Communication
Course Name:
Marketing Communication (SM821)
Programme:
MBA
Semester:
Third
Fourth
Category:
Elective Courses (Ele)
Elective Courses (Ele) Group 2: Marketing
Credits (L-T-P):
(3-0-0)
Content:
Introduction to Integrated Marketing Communications-Evaluating the Economic-Social and Regulatory Aspects of Advertising and Promotion-The Role of Ad Agencies and other Marketing Communication Organizations-Consumer Behavior-The Communication Process- Communications Mix. Creative Strategy- Pre Testing and Post Testing- Media Mix - Media Planning- Challenges in Media Planning. Developing the Media Objectives- The Message. Developing the Media Strategy- Media Scheduling, Calculating the Cost Efficiency. Steps in Campaign Planning-
Role of Research in Advertising. Appropriation of Advertisement Budget.
References:
1. Belch E. George & Belch A. Michael, Advertising and Promotion, Tata McGraw Hill, New Delhi, 2001.
2. Parameswaran, Brand Building Advertising: Concepts and Cases, Tata McGraw Hill, New Delhi, 2002.
3. William F Arens, Contemporary Advertising, Tata McGraw Hill, NewDelhi, 2008
Department:
Humanities, Social Sciences and Management
