Promotional Management

In: Business and Management

Submitted By islamsahinur1
Words 282
Pages 2
BBA Programme

Department of Marketing
Faculty of Business Studies
University of Dhaka

Integrated Marketing Communications Mubina Khondkar, PhD (University of Manchester, UK)
MKT 413 Post doctoral fellow (University of Cambridge, UK)
2015 Professor, Department of Marketing
Monday and Wednesday Faculty of Business Studies, University of Dhaka Former Chairperson, Department of Tourism and Hospitality Management e-mail:

Course Objectives

Marketing communication, i.e. promotion, is a crucial but controllable component of the marketing mix. Integrated Marketing Communication (IMC) involves company’s total marketing communications mix-- advertising, direct marketing, personal selling, sales promotion, public relations and publicity. Marketer’s success in promoting their products and services mainly depends on the effective and efficient management of these communication tools. This course will enable the students to properly understand all related topics of marketing communication and hence they will be able to apply the communication tools with relative ease and expertise.

Course Contents

Chapter One: An Introduction to Integrated Marketing Communications
Chapter Two: The Role of IMC in the Marketing Process
Chapter Three: Organizing for Advertising and Promotion
Chapter Four: Perspectives on Consumer Behavior
Chapter Five: The Communication Process
Chapter Six: Source, Message, and Channel Factors
Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program,
Chapter Eight: Creative Strategy: Planning and Development
Chapter Nine: Creative Strategy: Implementation and Evaluation
Chapter Ten: Media Planning and Strategy…...

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