KMBMK02 Consumer Behavior & Marketing Communications

Last updated on December 7th, 2019 at 07:15 pm

	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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