Integrated Marketing Communication and Sales Management
Subject Overview
The third Marketing group elective, covering the IMC planning model and advertising management, direct marketing/promotion/public relations, sales management and organization, and sales operations and the sales manager's role. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: IMC and advertising management
Role of IMC in the marketing process, IMC planning model and components, communication process, advertising appeals and design, advertising agencies, budgeting, media planning and creative strategy
Unit 2: Direct marketing and public relations
Direct marketing features and strategies, push-pull promotion strategies, publicity and public relations tools, corporate advertising, monitoring/evaluation/control of advertising, international and internet advertising
Unit 3: Sales management and organization
Objectives of sales management, sales organization types and setup, personal selling theories, market and sales potential, sales forecasting methods, sales-related product/distribution/pricing policies
Unit 4: Sales operations
Sales budget, territories, quotas, control of sales, sales meetings and contests, organizing displays and exhibitions, sales manager qualities and functions, types of salesmen, customer psychology