Marketing Management

Block 1 – Introduction to Integrated Marketing Communication
Introduction to IMC
Digital Era: Integration of Communication

Block 2 – Advertising Campaign Planning and Execution
Advertising Campaign Planning: Strategic Considerations
Advertising Campaign Planning: Creative Considerations
Advertising Campaign Planning: Media Considerations
Measuring Advertising Effectiveness

Block 3 – Marketing Communication Mix
Managing Sales Promotion
Direct Marketing
Publicity and Public Relations
Digital Marketing IMC: Budget Considerations

Block 4 – Strategies for IMC
Media Newing: Changing Paradigms
IMC: Legal and Ethical Issues
Consumer Movement in India and Implications for IMC
Strategies for Integrating the IMC Elements