Marketing Communications

Marketing communications defined; Nature of information; Consumer information processing model; Basic model of communication process; Framework foranalyzing marketing communication process; Language and conception – as elements of communication Sign and Symbol – component of communication; Language and marketing communications; Hierarchy of communications effects; Marketing communications mix; Dyadic communication; Mass communication; Word-of- mouth communication; Group communications; Group communication and marketing strategy; The role of Public Relations in marketing communications; Functions of Public Relations in marketing; Integrated Marketing Communications (IMC).