MBA Consumer Behaviour & Marketinbg Communication Practice Model Paper
MBA Consumer Behaviour & Marketing Communication Practice Model Paper:- Introduction to Consumer Behaviour and Consumer Decision-making, Consumers as Individuals and in the Social Context Marketing Communication Ad budget, Methods of budgeting, Measuring effectiveness of advertisement Trade promotion, its nature, Types and Objectives
Introduction to Consumer Behaviour and Consumer Decision-making:- Introduction to consumer behaviour, Applications of consumer behaviour knowledge in marketing Consumers and Customer Consumer Behaviour in the Contemporary EnvironmentIntroduction Problem recognition Information search, Evaluation of alternatives, Post-purchase behaviour Attribution theory and Diffusion of innovation
MBA Consumers Individuals Social Context Question Model Paper Set
Consumers as Individuals and in the Social Context: Consumer perception Consumer attitude formation 8 Change, Behavioural learning theories and Cognitive learning theories to consumer behaviour. Reference groups, Family, gender and Age Influences, Social class and Consumer behaviour, Cultural influences on consumer behaviour
Marketing Communication: Objectives of marketing communication, Functional areas of marketing communication Integrated Marketing Communication (IMC): Concepts and Process. Advertising Management: Meaning, Nature and Scope of advertising, Classification of advertising, Process of advertising, Fundamentals of advertising campaigns. The creative Brief, Advertising appeal. Advertising agencies-their role, functions.
Ad budget, Methods of budgeting, Measuring effectiveness of advertisement, Legal and Ethical concepts and Issues in advertising, Global vs Local advertising, Decision areas in international advertising, Media planning and strategy-Media types and their characteristics: Setting media objectives: Steps involved in media planning Media strategy, Emerging concepts and issues in marketing communications,
Trade promotion, its nature, Types and Objectives, Consumer Promotion: Coupons, Premiums Contests and Sweepstakes, Refunds and Rebates Sampling. Bonus packs and Price offs.