INTEGRATED MARKETING COMMUNICATIONS AND CONSUMER BEHAVIOR IN MPR CONTEXT (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Define the Concept of IMC and Consumer Behaviour; Describe IMC and consumer behaviour analysis the successful MPR Strategy; Classify the type of IMC and Consumer Behaviour; Discuss The Role and tools of IMC and Consumer Behaviour.

Topics:

1. The Role of IMC in MPR;
2. Advertising: Role, forms and Strategy;
3. Public Relations;
4. Sponsorship;
5. Direct marketing and Personal Selling;
6. Sales Promotion, and Brand Experience;
7. Brand Placement, Exhibition;
8. Technology Driven Consumer Behaviour;
9. Segmentation, Targeting, and Positioning;
10. Persuading Consumer Behavior;
11. Consumer Learning;
12. Cross Culture Consumer Behaviour;
13. Consumer Decision Making and Diffusion of Inovation.