Need of Promotion for Banking Services? Telemarketing Is a Good Promotional Tool for Banking Business in India. Explain How ?

10586 Words Dec 29th, 2012 43 Pages
MBA 034 : CONSUMER BEHAVIOR & MARKETING COMMUNICATION
Max. Hours : 40
UNIT I (8 Sessions)
Introduction: Defining consumer Behaviour, Reasons for Studying Consumer Behaviour, Understanding Consumer and Market Segments, Environmental Influences on Consumer Behaviour: Culture, Subcultures, Social Class, Reference Group and Family Influences, Personal Influences and Diffusions of Innovations.
UNIT II (8 Sessions)
Individual determinants of Consumer Behaviour, Motivation, Personality and Self Concept, Consumer Perception, Consumer Learning, Consumer Attitude Formation and Change.
Consumer Decision Process: Problem Recognition, Search and Evaluation, Purchasing Processes, Post-Purchase Behaviour, Consumer Behaviour Models,
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The common understanding results not only through transfer of information and ideas but also from transmission of attitude. * Communication is complete when the receiver understand in the same sense and sprit that the communicator intends to convevy.

* “communication is an exchange of facts, ideas, opinions or emotions by two or more persons.” -W.H.Norman & Summer
Communications
* Communications management is the systematic planning, implementing, monitoring, and revision of all the channels of communication within an organization, and between organizations. * Aspects of communications management include developing corporate communication strategies, designing internal and external communications directives, and managing the flow of information, including online communication. * New technology forces constant innovation on the part of communications managers.Contents
1 Introduction
2 Roles of communications managers
3 The weekly reporting method
3.1 Examples of the weekly reporting method
Communication

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