Syllabus Specialisation Subjects for Semester –II, III, & IV | GROUP A: MARKETING MANAGEMENT Paper I: Advertising & Integrated Marketing Communication

Specialisation Subjects for Semester –II, III, & IV

GROUP A: MARKETING MANAGEMENT

Paper I: Advertising & Integrated Marketing Communication

SECTION A

Unit I: Marketing Communication - Introduction to Marketing Communication Concept; Elements of

Marketing Communications; Unifying the Appeal and the Message across the promotion-mix

components.

Unit II: Integrated Marketing Communication - Role of IMC in Marketing and Brand Management;

How Marketing Communication Work; Setting IMC objectives.

Unit III: Communication and Branding - Marketing Communications Functions, Brands, and Integrated

Marketing Communication, Integrated Marketing Communication Partners and Industry, Organisations;

Using Advertising and Promotion to Build Brands; Brands and Stakeholder Relationships; Basic

Marketing Communication Strategies for Building Brands; Integrating the Brand Communication

Process; Customer Brand Decision Making.

Unit IV: Research Methods and Application - Role and Relevance of Research in Communication; Types

of Research and the Research Process; Advertising Research; Positioning Research, Target Market

Research, Pre-test Research and Audience Research.

Unit V: Integrated Marketing Communication and Micro-Marketing - Segmenting, Targeting, and

Positioning. Data-Driven Communication; fostering word-of-mouth; Opinion Leaders, Reference Groups

SECTION B

Unit VI: Creating, Sending, and Receiving Brand Messages-Integrated Marketing, Communication

Creative Concept and Messages; Message Execution; Integrated Marketing Communication, Broadcast,

Out-of-Home, Product Placement Media; Internet and e-Commerce Media; Integrated Marketing

Communication Media Planning.

Unit VII: Sales Promotion in Integrated Marketing Communication-Consumer Sales Promotion and

Packaging; Channel Marketing; Trade Sales Promotions and Co-Marketing; Personal Selling; Direct

Marketing; Trade Shows, Events, Sponsorship and Customer Service.

Unit VIII: Advertising Concepts and Principles-Principles and Concept of Advertising; Evolution and

History of Advertising; Relevance of Advertising in IMC-mix, Overview of the Advertising Scene in

India; Social and Economic impact of Advertising; Account Management - Agency operations, Pitching

Mechanism in Advertising, Client-Agency Interface and Advertising Budget

Unit IX: Public Relations and Corporate Communications-Public Relations Concepts and Principles,

Theories of PR, Laws and Ethics in PR; Strategic PR management, Crisis Communication and

Management, Principles and Concepts of Corporate Communications (CC), Emerging Market Scenario,

Corporate Communications Strategies, Media Relations

Unit X: The Big Picture-Social, Legal and Ethical Issues in IMC; International Marketing Communication;

Multicultural Marketing Communications; Effectiveness, Measurements, and Evaluations of Integrated

Marketing Communication

Suggested Readings:

1.

Integrated Marketing Communications, Pickton, D. and Broderick, A. - Prentice Hall.

2.

Principles of Advertising and IMC, Duncan, Tom. - McGraw Hill.

3.

Using advertising and promotion to build brands, Blyth, J. –Pearson

4.

Advertising management by Jethwaney –Pub by Oxford.

5.

Building the Indian Brand, Kapoor –MacMillan