of media.

LECTURE
HOURS

UNIT

DETAILS OF TOPICS TO BE COVERED

PLANNED

1-3
4-5

I
I

Marketing
Definition; Role;

Communication:

SUGGESTED

DATE OF

REASON FOR

HOD

READINGS

COMPLETION

DEVIATION *

REVIEW

Elements; Process;

6-7

Communication Model: Concept &

Process;

8-9

Theory; Elements; Channels.

10-11

II

Attention: Kinds of
Nature & Acquired;

12-14

II

Determinants of Attention: Internal

& Semester;

15-16

II

Kinds of Interest: In born & Derived

Interest;

17-19

II

Perception & Learning: Definition;

Factors; Process.

20-22

III

Product
in
Marketing
Communication:
Meaning;
Component of the product; Package;
Symbol;

22-23

III

Package component Communicates:

Color; Design;

24-25

III

Brand name; Company name;

Material; label Communications;

III

Price & Advertising in Marketing

Communication: Meaning; Role;
Characteristics.

IV

Public Relations (PR): Definition;

objective; Functions and activities;

31

IV

Tools & New trends in Public

relations;

32-33

IV

Specific forms of Public relations:

Proactive Marketing;

34-35

IV

Reactive
relations

36-37

IV

Specific forms of Public relations:

Proactive Marketing;

38-39

IV

Reactive
relations.

40-41

Sales Promotion and

Sales
Promotion:
Objective;

Publicity:
Meaning;

42-43

Personal Selling: Nature; Process;

Theoretical approach of selling;

26-28
29-30

Marketing

Marketing

attention;

in

in

Public

Public

Media
for
marketing
communication: Meaning; Media
analysis Attributes of specific
Media;
Mass
media:
Print
Media
(Newspaper; magazines; journals;
etc.,) Electronic media (Telephone;
Radio; Television)

44-45

46-47

48-49

Kinds of Media; Emerging Trends

in marketing communications;

50

The
future
medium
of
Communication: Webs and internet.
CASE STUDIES

51-55

I-V

Revision

Note: 100% Theory

CIA: 25. Semester :75
Text Book:
A. Niraj Kumar, Marketing communications Theory & Practice, Himalaya Publishing
house, Delhi.2nd Edition, 2009.
B. Srinivasan .R, Case studies in Marketing the Indian Context, Prentice hall of India
Private Limited, 4th Edition, 2009.
C. Neeta Baporikar, Case Method cases in Management, Himalaya Publishing House, 2nd
Edition, 2009.
Reference Book:
1. Philip Kotler, Kevin Land Keller, Marketing Management, Prentice-Hall of India Private
Limited, New Delhi. 12th Edition, 2005.
2. Dr. Radani R.B. Basic of Marketing Management, S. Chand & Company Limited, New
Delhi. 1st Edition, 2009.
3. Mamoria C.B., Suri R.K., SathisMamoria M.M., Marketing Management, KitabMahal,
Allahabad.6th Edition 2003.

COURSE COORDINATOR
DATE:

HOD

PRINCIPAL