This course pack is designed to help the students to learn about Marketing and E-Commerce concepts and how to apply them to solve business problems. This book is based on latest updated syllabus and paper pattern prescribed by Mumbai University for BAMMC (Bachelor Arts in Multimedia and Mass Communication), 3rd Year. The knowledge gained through the study of this subject will be useful to the students of Multimedia and Mass Communication in their professional lives. This course pack will empower the students to understand contemporary methods of doing business which will help in the progress and competence of companies.
Contents –
Module 1: Introduction to Direct Marketing, Integrated Marketing Communication and Customer Relationship Management
1. Introduction to Marketing, Basics of Direct and Interactive Marketing, Legal Framework towards Direct Marketing
2. Integrated Marketing Communication versus Direct Marketing
3. Customer as the Only Project Centre: Segmentation, Targeting and Customer Focus
Module 2: Understanding the Business of Direct Marketing – Database Management / Marketing Strategies
4. Understanding the Business of Direct Marketing – Database Management / Marketing Strategies
5. Direct Marketing Research and Testing
6. Direct Marketing Analysis
Module 3: Introduction to E-Commerce, E-Business & Building Up a Website
7. Introduction to E-Commerce
8. E-Business
9. Website
Module 4: Payment, Security in E-Commerce, Integration of Direct Marketing & E-Commerce through Social Media
10. Electronic Payment Systems
11. Payment Gateways
12. Integration of Direct Marketing and E-Commerce through the Use of Internet and Social Media
Important Questions of Direct Marketing and E-Commerce
