Marketing Management II
Marketing Management II. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial and Management Engineering, IIT Kanpur. The objective of the course is to introduce the participants to principles and practices, theoretical building blocks of marketing, its role as an organizational engine and the evolving marketing process of today. At the end of the course, a participant will be able to understand and manage the core marketing management function. (from nptel.ac.in)
Lecture 41 - Designing and Wholesaling Marketing Communication |
Concepts covered in this lecture: 1. Designing the Communication, 2. Creative Strategy, 3. Message Source, 4. Selecting the Communication Channels, 5. Establishing Total Marketing Communication Methods - Four Methods, 6. Selecting Communications Mix, 7. Characteristics of Communication Mix, 8. Setting the communication Mix.
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