The objective of this course is to help the students understand the principles, practice and elements of marketing communication and to provide a comprehensive managerial framework for integrated marketing communications programme. The course will give a broader concept of integrated marketing communication and how it becomes effective to the companies. The elements of integrated marketing communication are explained extensively. Sales force is a part of personal selling. Personal selling is an element of integrated marketing communication. In today’s market driven economy interactive marketing is essential. Sales force is vital to create that interaction between company and the customers.
Week-1Module 1: Concept of advertisingModule 2: Classification of advertisingModule 3: Integrated marketing communicationModule 4: Models for marketing communication: DAGMAR and AIDAS Week-2Module 5: Media PlanningModule 6: Media in advertising: Print mediaModule 7: Media in advertising: Electronic mediaModule 8: Media in advertising: Other media Week-3Module 9: Advertising agencies: concept and functionsModule 10: Testing of advertising: Pre testing and Post testingModule 11: Sales Promotion: concepts and functionsModule 12: Sales Promotion: strategies Week-4Module 13: Personal sellingModule 14: Public relationModule 15: Direct marketingModule 16: Network scheduling Week-5Module 17: Organization of the sales forceModule 18: Sales forecasting: concepts and techniquesModule 19: Sales forecasting: TechniquesModule 20: Motivating the sales force Week-6Module 21: Compensation of sales forceModule 22: Territory managementModule 23: Sales quotas.