| UNIT 1 [Book Link] | ||
| 1 | Marketing Communication: Objectives of Marketing Communication | VIEW |
| 2 | Functional Areas of Marketing Communication | VIEW |
| 3 | Integrated Marketing Communication (IMC)- Concepts and Process | VIEW |
| 4 | Factors Contributing to Integrated Marketing Communication (IMC) | VIEW |
| 5 | Role of Integrated Marketing Communication (IMC) in Branding | VIEW |
| 6 | IMC Partners | VIEW |
| 7 | Promotion Mix | VIEW |
| 8 | Integrating IMC in Marketing Mix | VIEW |
| 9 | Challenges in IMC | VIEW |
| UNIT 2 [Book Link] | ||
| 1 | Advertising Management- Meaning, Nature and Scope of Advertising | VIEW |
| 2 | Classification of Advertising | VIEW |
| 3 | Process of Advertising | VIEW |
| 4 | STP Strategies for Advertising | VIEW |
| 5 | Communication Model with reference to Advertising | VIEW |
| 6 | AIDA | VIEW |
| 7 | Advertising Campaigns, Fundamentals of Advertising Campaigns | VIEW |
| 8 | The Creative Brief, Big Idea, Getting Creative to find the Big Idea | VIEW |
| 9 | Advertising Appeal, Advertising Agencies- their role, Functions | VIEW |
| 10 | Advertising Agencies: organization, Compensation, Client Agency Relationship | VIEW |
| 11 | Management of Advertising Agencies | VIEW |
| UNIT 3 [Book Link] | ||
| 1 | Advertising Budget, Ad Appropriation | VIEW |
| 2 | Methods of Budgeting | VIEW |
| 3 | Measuring Effectiveness of Advertisement | VIEW |
| 4 | Legal and Ethical concepts and issues in Advertising | VIEW |
| 5 | Advertising Research | VIEW |
| 6 | Message Design-The Creative Concept Development | VIEW |
| 7 | The Creative Processes of the Different Forms of IMC | VIEW |
| 8 | Source of the Message, Message Integration | VIEW |
| UNIT 4 [Book Link] | ||
| 1 | International Advertising and Promotion: Global vs Local Advertising | VIEW |
| 2 | Decision Areas in International Advertising | VIEW |
| 3 | Role of Promotional Mix Elements in International Marketing | VIEW |
| 4 | Media Planning and Strategy – Media Types and their characteristics | VIEW |
| 5 | Setting Media objectives | VIEW |
| 6 | Steps involved in Media Planning | VIEW |
| 7 | Media Strategy | VIEW |
| 8 | Cross-Media Advertising Concept | VIEW |
| 9 | Media Research | VIEW |
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UNIT 5 [Book Link] | |
| 1 | Emerging Concepts and Issues in Marketing Communications | VIEW |
| 2 | Programmatic, Native Advertising: Video, Mobile, Digital, Sponsorship | VIEW |
| 3 | Role of E-Commerce in Marketing Communication | VIEW |
| 4 | Corporate Advertising | VIEW |
| 5 | Advertorials and Infomercials | VIEW |
| 6 | Public Relations- Types & Tools of PR | VIEW |
| 7 | Sales Promotion- Different Types of Sales Promotion | VIEW |
| 8 | Publicity- Types of Publicity | VIEW |
| 9 | Personal Selling | VIEW |
| 10 | Direct Marketing | VIEW |
| 11 | Event Management | VIEW |
| 12 | Unconventional Promotional Methods |
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