Course curriculum

  • 1

    Introduction

    • About the faculty - Prof Aysha

    • Course Manual (Download)

    • Whats Covered

  • 2

    Week 1

    • Strategic Marketing - Assignment Brief

    • Session 1 - Marketing Communications

    • Reading: Temporal Differences in the Role of Marketing Communication in New Product Categories

    • Session 2: Barriers to Communication
  • 3

    Week 2

    • Session 3: Communication Strategies

    • Case: Integrated marketing communications strategy: An examination of Harrah’s Entertainment, Inc.

    • Session 4: Branding and Integrated Marketing

    • Reading: Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy
  • 4

    Week 3

    • Session 5: Marketing Communication Mix

    • Reading: Marketing communication mix

    • Session 6: Social and Integrated Networking in Marketing
  • 5

    Week 4

    • Session 7: Media Planning and Strategy

    • Reading: Modern Media Planning: An Exploratory Study into the Gap between Theory and Practice