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SEM VIII (JAN – APR 2012) SYLLABUS  FACULTY : PEEYUSH SIR INTEGRATED MARKETING COMMUNICATIONS Peeyush Srivastav, BCIHMCT, ...
UNIT I <ul><li>A GUIDE TO EFFECTIVE ADVERTISEMENT </li></ul><ul><li>Why Advertise  – To whom does a property advertise, Ad...
UNIT II <ul><li>OUTDOOR ADVERTISING DISPLAYS AND COLLATERAL MATERIALS </li></ul><ul><li>Outdoor Advertising  – Property Si...
UNIT III <ul><li>PRINT ADVERTISING </li></ul><ul><li>Newspaper Advertising -  Selection of Newspaper, Placing Ads, Positio...
UNIT IV <ul><li>DIRECT MAIL ADVERTISING </li></ul><ul><li>Developing a Direct Mail Campaign  – Guest Profiles, Types of Di...
UNIT V <ul><li>BROADCAST ADVERTISING </li></ul><ul><li>Radio Advertising   Selecting Radio Station, Developing Radio Ads, ...
UNIT VI <ul><li>PUBLIC RELATIONS AND PUBLICITY </li></ul><ul><li>Public Relations  The PR plans, Selecting the PR Staff, C...
UNIT VII <ul><li>MARKETING TO BUSINESS TRAVELLERS </li></ul><ul><li>  </li></ul><ul><li>Business Travelers   Frequent busi...
UNIT VIII <ul><li>MARKETING TO LEISURE TRAVELERS </li></ul><ul><li>Individual Leisure Travelers –  Families, Seniors, Baby...
UNIT IX <ul><li>MARKETING TO TRAVEL AGENTS </li></ul><ul><li>Travel agencies  – Types of Travel Agents, Travelers Served, ...
<ul><li>Let us begin with a new beginning…………… </li></ul><ul><li>and work our way to excellence !!!! </li></ul><ul><li>THA...
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2013 JAN APR INTEGRATED MARKETING COMMUNICATIONS SEMESTER VIII BCIHMCT

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Syllabus of Integrated Marketing Communications Jan Apr 2013

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Transcript of "2013 JAN APR INTEGRATED MARKETING COMMUNICATIONS SEMESTER VIII BCIHMCT"

  1. 1. SEM VIII (JAN – APR 2012) SYLLABUS FACULTY : PEEYUSH SIR INTEGRATED MARKETING COMMUNICATIONS Peeyush Srivastav, BCIHMCT, New Delhi
  2. 2. UNIT I <ul><li>A GUIDE TO EFFECTIVE ADVERTISEMENT </li></ul><ul><li>Why Advertise – To whom does a property advertise, Advertising Goals, Advertising at Small Properties </li></ul><ul><li>Types of Advertise – Outdoor Advertising, Displays, Collateral Material, Print Advertising, Direct Mail Advertising, Broadcast Advertising, Alternative Media Advertising </li></ul><ul><li>Developing an Advertising Plan – Deciding where to advertise, Advertising Stratergies, Advertising Characteristics, Budgeting for Effective Advertising </li></ul><ul><li>Advertising Agencies – Types of Ad Agencies, Selecting an Ad Agency </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi
  3. 3. UNIT II <ul><li>OUTDOOR ADVERTISING DISPLAYS AND COLLATERAL MATERIALS </li></ul><ul><li>Outdoor Advertising – Property Signs, Bill Boards </li></ul><ul><li>Display – Transit, Trade Show, General </li></ul><ul><li>Collateral Materials – Printed Items, Special Items </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi
  4. 4. UNIT III <ul><li>PRINT ADVERTISING </li></ul><ul><li>Newspaper Advertising - Selection of Newspaper, Placing Ads, Positioning Ads, Determining Ad Sizes, Newspaper Production, Designing Ads, Writing Ads, Evaluating Ads </li></ul><ul><li>Magazine Advertising Types of Magazines, Designing an Effective Magazine Ad, Creating a statement with Photography, Creating effective Ad Copy </li></ul><ul><li>Directory Advertising Telephone Directories, Business Directories </li></ul><ul><li>Measuring the Effectiveness of Print Advertising </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi
  5. 5. UNIT IV <ul><li>DIRECT MAIL ADVERTISING </li></ul><ul><li>Developing a Direct Mail Campaign – Guest Profiles, Types of Direct Mail Campaign </li></ul><ul><li>Mailing Lists – Commercial, General, House </li></ul><ul><li>Direct Mail Pieces – Type of Direct Mail Pieces, Guideline for Direct Mail Pieces, Posting Direct Mail Pieces, Measuring Direct Mail Campaigns, Campaign Cost, Reader’s Response </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi
  6. 6. UNIT V <ul><li>BROADCAST ADVERTISING </li></ul><ul><li>Radio Advertising Selecting Radio Station, Developing Radio Ads, Radio Ad Cost, Measuring the effectiveness of radio ads </li></ul><ul><li>Television Advertising Selecting TV Station, Developing Ads, TV Ad Cost, Measuring the effectiveness of TV Ads </li></ul><ul><li>Video Advertising Video Brochures, Video Magazines </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi
  7. 7. UNIT VI <ul><li>PUBLIC RELATIONS AND PUBLICITY </li></ul><ul><li>Public Relations The PR plans, Selecting the PR Staff, Contracting for outside PR services, Measuring PR performance </li></ul><ul><li>Publicity Publicity Planning, Developing promotional materials, travel writers </li></ul><ul><li>Press Relations New Media Interest, Personnel Interviews, News Conferences, Sensitive Subjects, When a story contains error </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi
  8. 8. UNIT VII <ul><li>MARKETING TO BUSINESS TRAVELLERS </li></ul><ul><li>  </li></ul><ul><li>Business Travelers Frequent business travelers, Business Traveler, Types of Stay </li></ul><ul><li>Meeting the Needs of Business Travelers – Executive or Business Flows, Business Services, Health and Fitness Centres, Special Amenities, In Room Refreshment Centers, Frequent Traveler Programmer, All Suite Properties , Reaching Business Traveler </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi
  9. 9. UNIT VIII <ul><li>MARKETING TO LEISURE TRAVELERS </li></ul><ul><li>Individual Leisure Travelers – Families, Seniors, Baby Boomers, Others.  </li></ul><ul><li>Group Leisure Travelers – Tour Intermediaries, Types of Tour, Leisure Travelers and Small Properties </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi
  10. 10. UNIT IX <ul><li>MARKETING TO TRAVEL AGENTS </li></ul><ul><li>Travel agencies – Types of Travel Agents, Travelers Served, Meeting the Needs of Travel Agents, Property Information and Service </li></ul><ul><li>Finding and Reaching Travel Agents </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi
  11. 11. <ul><li>Let us begin with a new beginning…………… </li></ul><ul><li>and work our way to excellence !!!! </li></ul><ul><li>THANK YOU FOR YOUR PATIENCE AND </li></ul><ul><li>UNDERSTANDING ! </li></ul>Peeyush Srivastav, BCIHMCT, New Delhi

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