Description

UNIT-1
Introduction: Consumer Behavior & the Marketing Mix, Consumer Goals, Consumer Decision Making
Process: Need Recognition, Search for information, Pre-purchase evaluation of alternatives, Purchase,
Consumption, Post consumption Evaluation and divestment interrupt the buying process & their effects,
Customer Involvement, Consumer Journey through the World of Technology

UNIT-2
Consumers as individuals and in the social context: Consumer Perception, Consumer Learning &
Knowledge, Consumer Attitude Formation and Change, Reference Groups, Family Gender and age
Influences, Culture, and Social Mobility

UNIT-3
Marketing Communication: The Role of Marketing Communication in Developing Effective
Communication: Target Audience, Communication Objectives Design the Communication, Select the
Communication Channels & Total Marketing Communication Budget. Communication Mix &
Managing the IMC Process
Advertising Management: Meaning, Nature and Scope of Advertising, Classification of Advertising,
Process of Advertising, Fundamentals of Advertising Campaigns, The Creative Brief, and Advertising
Appeal. Advertising Agencies – their role, functions. Global vs local advertising

UNIT-4
Developing the Advertising Campaign: Message Strategies, Executional Framework of messages,
Sources and Spokespersons, Source Characteristics, Advertising Effectiveness & its measurement
Media Planning and Strategy: Steps involved in media planning, Media Types and their characteristics;
Setting Media Objectives, Media Selection & Media Strategy

UNIT-5
Interactive Marketing: Its advantages and disadvantages, Placing Ads and Promotions online, Buzz
Marketing, Viral Marketing, and Mobile marketing