Effective communications form the core of any marketing activity. Sales are strongly dependent on how effectively a company communicates information about a product’s attributes, it availability and other pertinent data to the target consumers. Marketing communications cover a broad spectrum of activities including developing the advertising and promotions plans, selecting the right kind of media, deciding on advertising themes and managing sales personnel, among other things. Developments in technology and the emergence of new media have widened the scope of marketing communications and added to the complexity of the task. A company that has an effective communications strategy for the marketing of its products stands to gain a distinct edge on its competitors.

The PG Diploma Program in Marketing Communications aims to prepare students/executives to pursue interesting and challenging careers in the field of marketing communications.

Program Structure

The program covers important topics related to marketing communications in two groups. The structure of the program further breaks down the two groups into two subjects each. The structure of the program is given below:

Business of Marketing Management, Analyzing Marketing Opportunities, Segmentation, Targeting and Positioning, Developing Marketing Strategies, Product Management, Pricing in Marketing, Marketing and Distribution, Marketing Communications, Marketing Organization, Contemporary Issues in Marketing, Ethics in Marketing

Introduction to Consumer Behavior, Motivation and Personality in Consumer Behavior, Perception, Learning and Attitudes in Consumer Behavior, Reference Groups and Opinion Leadership, Family and Social Class, Cultural influences on Consumer Decision Making, Consumer as Decision Maker, Marketing Communication and Persuasion, Market Regulation

Introduction to Marketing Communications, Planning in Marketing Communications, Advertising and Media Planning, Sales Promotion in Marketing Communications, Marketing Communications and Personal Selling, Marketing Communications and Public Relations, Marketing Communications and Direct Marketing, Integrated Marketing Communications, Budgeting in Marketing Communications, Performance Evaluation of Marketing Communication Campaigns, Global Marketing Communications, Brand Management and Marketing Communications, Ethical Issues

Marketing Communications in Services Marketing, Marketing Communications in Industrial Marketing, Marketing Communications in International Marketing, Marketing Communications in Retail Management