Integrated Marketing Communication

₹165.00

Tax excluded

Add Reviews

Buy Latest Integrated Marketing Communication Book for Mba 3rd Semester in English language specially designed for BU ( Bharathiar University,Tamil Nadu) By Thakur publication.

Saroj Kumar and Bhanu Prakash Verma

MBA Bharathiar University, Third Semester

Syllabus

INTEGRATED MARKETING COMMUNICATION (PROMOTION MANAGEMENT)

Unit-I

Promotion Mix and Personal Selling: Promotion Mix Tools, Steps in Communication Process, Factors in Deciding Promotion Mix.

Personal Selling – Salesforce Design – Objectives, Strategy Six, Structure and Compension. Principles of Personal Selling – Salesmanship, Steps in Selling Process, Negotiation – Models, Strategy and Tactics, Customer Relationship Management. Evaluation of Personal Selling.

Unit-II

Advertising Management: Meaning, Objectives, Importance, Classification of Advertisement, Economic and Social Effects of Advertising, Organization of Advertising Department, Advertising Agency Management, Campaign Planning, Advertising Budget.

Unit-III

Advertising Media Management: Types – Print, Radio, TV, Cinema Outdoor and other forms – Advantages, Limitations, Availability, Media Rates, Media Planning and Scheduling.

Unit-IV

Advertising Creativity: Advertising Copywriting for Print and Broadcast Media – Principles, Styles, Advertising Visualization and Design, Production of Print, Broadcast and other Advertisements, Evaluation of Advertising.

Unit-V

Sales Promotion and Public Relations

Sales Promotion: Objectives, Tools, Planning, Implementation and Control, Evaluation of Sales Promotion.

Public Relations: Objectives, Tools, Media and Message, Evaluation of Public Relations. Case Analysis.

Reference BHU2016/MBA/3/11

Condition New product

Be the first to write your review!