Overview of Integrated Marketing Communication
1.1 Introduction
1.2 The Tools of Marketing Communications
1.3 The Integration of Marketing Communications
1.4 Key IMC Features

The Marketing Communications Decision-Making Process
2.1 The Fundamental Marcom Decisions:
2.1.1 Targeting
2.1.2 Positioning
2.1.3 Objective Setting
2.1.4 Budgeting
2.2 MARCOM Implementation Decisions
2.2.1 Mixing Elements
2.2.2 Creating Messages
2.2.3 Selecting Media
2.2.4 Establishing Momentum
2.3 MARCOM Outcomes
2.4 Program Evaluation
2.5 Consumer Processing Model (CPM) and Hedonic Experiential Model (HEM)

Branding in MARCOM
3.1 MARCOM and Brand Adoption
3.2 Brand Related Characteristics that Facilitates adoption
3.2 Branding Naming
3.4 Characteristics of good brand-naming
3.5 The Brand-Naming Process

Building Brand Equity
4.2 Firm based perspective
4.3 Customer based perspective
4.4 Enhancing Brand Equity
4.4.1 Speak for itself approach
4.4.2 Message drive approach
4.4.3 Leveraging approach

Advertising Management
5.1 Functions
5.2 Advertising objectives
5.3 Advertising Management Process
5.4 Role of advertising agency
5.5 Advertising compensation

Effective MARCOM Messages
6.1 Creating effective advertising
6.2 Alternative styles of creative advertising
6.3 Advertising Success and Mistakes
6.4 Corporate image and Corporate issue advertising

Message Appeals and Endorsers
7.1 Role of Humor in Advertising
7.2 Appeals of Guilt and Fears
7.3 Sex Appeals
7.4 Use of Music
7.5 Subliminal and Symbolic embeds
7.6 Role of endorsers
7.6.1 TEARS Model
7.6.2 No-TEARS Model
7.7 Comparative advertising

Media Strategy
8.1 Introduction
8.1.1 Media vs vehicles
8.2 Media Planning Process
8.2.2 Selecting Target Market
8.2.3 Specifying Media Objectives
Reach
Frequency
Weight
Rating
Continuity (Scheduling)
Recency
8.2.4 Media and vehicle selection
8.2.5 Media Buying

Internet and traditional advertising media
Internet advertising
9.1.1 The two ‘I’s of internet
9.1.2 Internet advertising formats
Web Sites
Display or Banner Ads
Supersitials and Video Ads
Blogs, Podcasts and Social Networks
E-mail Advertising
Search Engine Advertising
9.2 Traditional Advertising
9.2.1 Newspapers
9.2.2 Magazines
9.2.3 Radio
9.2.4 Television

Sales Promotion Management
10.1 Definition
10.2 Nature of Sales Promotion
10.3 Capabilities and Limitations
10.4 Types of Consumer-Oriented Sales Promotion
10.5 Types of Trade-Oriented Sales Promotion
10.5.1 Objectives of trade-oriented sales promotions

Complimentary MARCOM Tools
11.1 Public Relations
11.1.1 Types of MPR
11.2 Word of Mouth
11.2.1 Prevent Negative WOM
11.3 Personal Selling
11.3.1 Types
11.3.2 Steps in Personal Selling
11.4 Sponsorship Marketing
11.4.1 Event sponsorships
11.4.2 Factors in selecting sponsorship events
11.4.3 Cause sponsorships
11.4.4 Benefits of CRM
11.5 Point of Purchase
11.5.1 Types
11.5.2 What does POP accomplish?
11.6 On-Premise Business Signage
11.6.1 Types
11.7 Billboards Advertising
11.7.1 Types
11.8 Packaging
11.8.1 Structure of packaging
11.8.2 VIEW Model

Ethical, Regulatory and Environmental Issues
12.1 Ethical Issues in Marketing Communications
12.1.1 Ethics in Targeting
12.1.2 Ethical Issues in Advertising
12.1.3 Ethical Issues in in PR
12.1.4 Ethical Issues in Packaging and Branding
12.1.5 Ethical Issues in Sales Promotions
12.1.6 Ethical Issues in Online and Social Media Marketing
12.1.7 Fostering Ethical Marketing Communications
12.2 Regulations of Marketing Communications
12.2.1. Overview
12.3 Environmental Marketing Communications
12.3.1 Green Marketing Initiatives
12.3.2 Guidelines for Green Marketing

Q1 : Who is eligible to study through MOOC?
A1 : MOOC are generally open to anyone interested in taking the course, without any entrance requirements.