Categories
- Pharmacy
- Nursing
-
MBA
-
BBA
- U.P. State University
- Veer Bahadur Singh Purvanchal University, Jaunpur
- Chaudhary Charan Singh University, Meerut
- Dr. Bhimrao Ambedkar University, Agra
- Chhatrapati Shahu Ji Maharaj University, Kanpur
- Mahatma Jyotiba Phule Rohilkhand University, Bareilly
- Mahatma Gandhi Kashi Vidyapith, Varanasi
- Dr. Ram Manohar Lohia Avadh University, Ayodhya
- Deen Dayal Upadhyaya Gorakhpur University
- Prof. Rajendra Singh (Rajju Bhaiya) University, Prayagraj
- BCA
-
B Ed
- Lucknow University B.Ed Books
- Chaudhary Charan Singh University/Maa Shakambhari University, Saharanpur
- Dr Bhim Rao Ambedkar University, Agra
- Mahatma Gandhi Kashi Vidyapeeth, Varanasi
- Chhatrapati Shahu Ji Maharaj University
- Prof. Rajendra Singh (Rajju Bhaiya) University, Prayagraj (PRSU)
- Mahatma Jyotiba Phule Rohilkhand University(Mjpru), Bareilly
- Dr. Ram Manohar Lohia Avadh University, Ayodhya
- Bundelkhand University, Jhansi
- Deen Dayal Upadhyaya Gorakhpur University
- Veer Bahadur Purvanchal University (VBPU)
- Maharaja Suhel Dev State University ,Azamgarh (MSDSU)
- Raja Mahendra Pratap Singh State University, Aligarh (RMPSSU)
- Barkatullah Vishwavidyalaya (Bhopal)
- Jiwaji University (Gwalior)
- Vikram University (Ujjain)
- Dr. Harisingh Gour University (Sagar)
- Devi Ahilya Vishwavidyalaya (Indore)
- Rani Durgavati Vishwavidyalaya (Jabalpur)
- Awadhesh Pratap Singh University (Rewa)
- Maharaja Chhatrasal Bundelkhand University (Chhatarpur)
- D. EL. ED
- TET
-
B Com
-
B Sc
- B.Sc. U.P. State Universities Common Syllabus NEP
- Veer Bahadur Singh Purvanchal University, Jaunpur
- University of Lucknow
- Chaudhary Charan Singh University, Meerut
- Madhya Pradesh
- Chhatrapati Shahu Ji Maharaj University, Kanpur
- Dr. Bhimrao Ambedkar University, Agra
- Mahatma Gandhi Kashi Vidyapith, Varanasi
- DEEN DAYAL UPADHYAYA GORAKHPUR UNIVERSITY
- Prof. Rajendra Singh (Rajju Bhaiya) University, Prayagraj
- Dr. Ram Manohar Lohia Avadh University, Ayodhya
- Mahatma Jyotiba Phule Rohilkhand University, Bareilly
- Uttarakhand State Universities
- B.Sc. Bihar Universities Common Syllabus NEP
- University of Rajasthan (Jaipur)
- Haryana
-
B A
- B.A. Of U.P. State Universities Common Syllabus NEP
- Veer Bahadur Singh Purvanchal University, Jaunpur
- University of Lucknow
- Chaudhary Charan Singh University, Meerut
- Chhatrapati Shahu Ji Maharaj University, Kanpur
- Dr. Bhimrao Ambedkar University, Agra
- Mahatma Gandhi Kashi Vidyapith, Varanasi
- Deen Dayal Upadhyaya Gorakhpur University
- Prof. Rajendra Singh (Rajju Bhaiya) University, Prayagraj
- Dr. Ram Manohar Lohia Avadh University, Ayodhya
- Mahatma Jyotiba Phule Rohilkhand University, Bareilly
- Madhya Pradesh
- Uttarakhand
- Bihar
- University of Rajasthan (Jaipur Syllabus as Per NEP2020)
- Haryana NEP-2020
- B Tech
Integrated Marketing Communication
₹235.00
Tax excluded
ISBN-978-93-5480-271-3
AUTHORS- Dr. Sudhir Rajguru, Dr. Ruchi Sharma
Syllabus
M-320: Integrated Marketing Communication
Unit |
Course Description |
Sessions |
UNIT I |
Introduction: Overview of Marketing Communication, Role of I.M.C. in Marketing Process, Factors Affecting the Marketing Communication Mix, Integrated Marketing Communication Tools, Models of Consumer Responses. |
2 |
UNIT II |
Advertising: Objectives of Advertising, Role of Advertising in the Marketing Process, Types of Advertising, Advertising Planning, Source, Message and Selection of Advertising Channel, Factors, Communication Response Hierarchy[1]A.I.D.A. Model, Hierarchy of Effect Model, Innovation Adoption Model, Information Processing Model. |
2 |
UNIT III |
Advertising Budgeting and Advertising Agency: Advertising Budgeting Methods, Advertising Agency, functions and types, Departmentalisation and Remuneration, Criteria for Selecting the Agencies, Client-Agency Relationship, DAGMAR Approach For Setting Ad Objectives. |
2 |
UNIT IV |
Creative Strategy: Creativity in Advertising, Creative Process, Creative Strategy-Appeals and Execution Styles, Advertising Copywriting, Copy Principles for Print Advertising and Broadcast copy, Advertising art-Layout-Functions and Types. |
3 |
UNIT V |
Media Planning & Scheduling: Overview of Media Planning, Establishing Media Objectives, Evaluation of Media Mix -Print, Broadcast (T.V. & Radio), Cinema, Outdoor, Direct Mail and Social Media, Developing and Implementing Media strategies, Media Scheduling. |
3 |
UNIT VI |
Sales-Promotion, Direct Marketing, Personal Selling: Sales-Promotion Objectives, Consumer-oriented Sales Promotion Tools, Trade-oriented Sales Promotion Tools, Designing the Sales Promotion Program. Direct Marketing Objectives, Benefits and Elements. Personal Selling Objectives, Strategy and Process. |
3 |
UNIT VII |
Event Marketing & Public Relations: Public Relations, Interactive Marketing, Key Elements of Event and Sponsorships, Promotion and Pricing, Concepts of Promotion and Pricing in Events. Public Relations Meaning, Objectives, Tools of public Relations. Interactive Marketing and Social media Marketing -Meaning, Components |
4 |
UNIT VIII |
Monitoring, Evaluation and Control: Measuring the Effectiveness of the Promotional Program Evaluating the Social, Ethical and Economic Aspects of Advertising and Promotion |
5 |
RTU2021/ MBA(MKT)/3/06
38 Items
New product