Paper I- Marketing Communication

• Nature and Importance of communication, Types of Communication, Features, and objectives of Communication.
• Communication Process, Elements of the Communication Process, Application of the
• The communication process in Marketing, Steps to develop effective Marketing Communication.
• Marketing Concepts and Evolution (Exchange, Production, Product, Selling and Marketing), Difference between Marketing and Selling, Marketing as a Social process, Entities of Marketing, Marketing Myopia, Features and Importance of Marketing and Internet Marketing.
• Jerome McCarthy’s 4 Ps of Marketing Mix.
• Product- Product Mix, Types of Product, Product Line, New Product Development, Product Life Cycle, Branding, and Packaging.
• Price – Pricing policies, Methods of Pricing, and Pricing Decisions.
• Place – Types of Channel, Channel decisions, Transportations, Warehousing & Inventory.
• Promotions – Promotion Mix, Promotion decisions, Difference between different elements of the Promotion mix, and their relative importance.
• Market Segmentation bases: Geographic, Demographic and Psychographic, Segmentation Strategy (Differentiated Vs Undifferentiated), Developing a segmentation Strategy.
• Product Positioning: Strategies and Approaches, Positioning Errors (under Positioning, Over Positioning, and Confused Positioning), Repositioning.
• Marketing Research Process.
• Integrated Marketing Communication: the target audience, determining objectives, designing the message, Selecting Communication Channel, Establishing a budget, Promotional Tools, Factors in setting the Marketing Communication Mix, and Measuring Results.

PAPER-II- ADVERTISING I

• Definition, Importance, and Functions of Advertising.
• Importance of Advertising in Modern Marketing, Role of Advertising in the National Economy.
• Types of Advertising : Commercial, Non-commercial, Primary demand, and Selective Demand, Classified and Display advertising, Comparative advertising, Co-operative advertising.
• PACT and DAGMAR Approaches.
• The setting of Advertising Objectives.
• Advertising Appeals.
• Advertising message: Preparing an effective advertising Copy: Elements of a Print Copy: Headlines illustration, body copy, slogan, logo, seal, the role of color. Elements of Broadcast copy.
• Advertising Budget: Affordable Method, Per unit Method, Percentage Method, Competitive parity, and Task objective Method. Importance of Budgeting.