Marketing Management

Block 1 – Marketing Communication and Advertising—Basic Concepts
Marketing Communication Process
Communication-Key Behavioural Concepts
Indian Media Scene

Block 2 – Advertising Campaign Planning and Execution
Planning Communication Strategy
Advertising Campaign Planning-Strategic Consideration, Creative Consideration
Advertising Creativity Campaign Planning and Execution
Advertising Research – Role and Trends
Measuring Advertising Effectiveness Definitions and Techniques

Block 3 – Media Planning Concepts
Media Concepts, Characteristics and Issues in Media Planning
Media Selection, Planning and Scheduling
Internets as an Emerging Advertising Medium

Block 4 – Marketing Communication Form
Managing Sales Promotion
Direct Marketing
Publicity and Public Relations
Social Marketing Communication

Block 5 – Strategies for Advertising Agencies
Functions and Structure of Ad Agency
Managing Client Agency Relationships
Strategies for Account Management
Legal and Ethical Issues in Advertising