Marketing Communication

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

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

8.00
Unit I: 
UNIT I

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

12.00
Unit II: 
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
10.00
Unit III: 
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

9.00
Unit IV: 
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

6.00
Unit V: 
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 

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: 
2019-2020
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