| UNIT 1 Introduction to Consumer Behavior & Consumer Decision Making [Book Link] | ||
| 1 | Introduction to Consumer Behaviour | VIEW |
| 2 | Application of Consumer Behaviour knowledge in Marketing | VIEW |
| 3 | Consumers and Customers | VIEW |
| 4 | Consumer Behavior in the Contemporary Environment | VIEW |
| 5 | Consumer Decision Making Process | VIEW |
| 6 | Attribution Theory and Diffusion of Innovation | VIEW |
| UNIT 2 Consumer as Individual And In The Social Context [Book Link] | ||
| 1 | Consumer Perception | VIEW |
| 2 | Consumer Attitude formation and Change | VIEW |
| 3 | Behavioral Learning Theories | VIEW |
| 4 | Cognitive Learning theories to Consumer Behavior | VIEW |
| 5 | Reference Group | VIEW |
| 6 | Family, Gender & Age Influences | VIEW |
| 7 | Social Class & Consumer Behavior | VIEW |
| 8 | Cultural Influences on Consumer Behavior | VIEW |
| UNIT 3 {Book Link} | ||
| 1 | Marketing Communication- Objective of Marketing Communication | VIEW |
| 2 | Functional Areas of Marketing Communication | VIEW |
| 3 | Integrated Marketing Communication (IMC)- Concepts and Process | VIEW |
| 4 | Advertising Management- Nature & Scope of Advertising | VIEW |
| 5 | Classification of Advertising | VIEW |
| 6 | Process of Advertising | VIEW |
| 7 | Fundamentals of Advertising Campaign | VIEW |
| 8 | The Creative Brief | VIEW |
| 9 | Advertising Appeal | VIEW |
| 10 | Advertising Agencies | VIEW |
| UNIT 4 {Book Link} | ||
| 1 | Ad Budget | VIEW |
| 2 | Methods of Budgeting | VIEW |
| 3 | Measuring Effectiveness of Advertising | VIEW |
| 4 | Legal and Ethical Concept and Issues in Advertising | VIEW |
| 5 | Global vs Local Advertising | VIEW |
| 6 | Decision Areas in International Advertising | VIEW |
| 7 | Media Planning and Strategy – Media Types and their Characteristics | VIEW |
| 8 | Setting Media Objectives | VIEW |
| 9 | Steps Involved in Media Planning | VIEW |
| 10 | Media Strategy | VIEW |
| 11 | Emerging Concepts and Issues in Marketing Communication | VIEW |
| UNIT 5 {Book Link} | ||
| 1 | Trade Promotion and it’s Nature | VIEW |
| 2 | Types of Trade Promotion | VIEW |
| 3 | Objective of Trade Promotion | VIEW |
| 4 | Consumer Promotion and Types of Consumer Sales Promotion tools | VIEW |
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