Marketing Communication

Paper Code: 
MTB 302
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Understand the process of Communication  & role of Advertising & Public Relations

Unit I: 

Define Communication and the Communication Process, Steps in developing effective communication, Establishing the Marketing Communication Budget .                                    8

 

Unit II: 

Advertising – Understanding the concept of Advertising- Setting the objectives-setting the objectives, budget decisions ,message decision ,campaign evaluation, the working of an advertising agency.

 

Direct Marketing  & Internet Marketing

Unit III: 

PR – The concept of Public Relations ,Various activities of PR department: Product publicity, Corporate communication ,Lobbying, Counseling, the process of Public Relations.

Tools in Marketing PR –Publications, Events, News, Speeches. PR opportunities for Hospitality industry.                                                                                                                 10

 

Unit IV: 

Destination Marketing- The Globalization of the Tourist industry, Importance of Tourism to a destination’s economy. Tourism destination, benefits of tourism, Management of the tourist destination, Sustainable tourism.                                                                                              

Unit V: 

Marketing plan- Purpose of a marketing plan ,Corporate connection ,Environmental analysis and Forecasting ,Segmentation & Targeting ,Objectives ,Communicating the plan, strategies and tactics ,Marketing control.

 

Case study-Incredible India campaign                                                                             6

                                                           

 

 

 

 

Essential Readings: 

Marketing for Hospitality and Tourism               P Kotler ,Bowen

International Tourism Management                                A.K.Bhatia

References: 

Development of Tourism in India                                   Nafees Khan

Nature and Scope of Tourism                                       Praveen Sethi

Tourism Development: Principles and Practices Bhatia

Tourism Education                                                        Shashi Prabha,Sharma 

Tourism & Travel Management                         Biswanath Ghosh

 

 

 

 

 

Academic Year: