Integrated Marketing Communications

Concept of Integrated Marketing Communications (IMC), Importance/Aims/Principles/features of Communication, IMC Process , Elements of IMC (Advertising, Sales Promotion, Publicity, Personal Selling, Direct marketing, Events and Sponsorships)

Concept of Sales promotion, Classification of sales Promotion, Objectives/ Principles of Sales PromotionSales – Promotion Tools, Consumer Sales Promotion Strategies.
Communication with Distribution Channels: Trade Promotions – Objectives, Trade Promotion Types

Introduction and Objectives of Personal Selling, Personal Selling Strategies, CRM and Personal Selling, The Personal Selling Process, Integrating Personal Selling with Advertising, Public Relations and Sales Promotion, Strengths and Limitations of Personal Selling
Direct Marketing – Personalized and Interactive Communication: Objectives and Strengths of Direct Marketing, Components and strategies Direct Mail, Tele Marketing

Definition, need and objectives of Public Relations, Comparison between Advertising and Public Relations, Basic elements of Public Relations, Objectives of Public Relations
Public Relations activities: Marketing Public Relations, Social Marketing, Cause Related Marketing, Green Marketing and Pro – Environmental Activities, Crisis Management

meaning, Digital marketing Channels, Content Management, Web analytics, Social Media Optimization, (facebook, Word Press blog creation, Twitter marketing, LinkedIn Marketing, Current Trends in digital advertising