C Advertising Sem VI 1 Syllabus Mumbai University


C Advertising Sem VI 1 Syllabus Mumbai University by munotes

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AC 26/06/2015
Item No. 4.19 (C)

Paper no. 1 - Financial Management for Marketing and Advertising
Objectives
To provide a brief over view of the basic concepts, goals functions and types of finance
available for new and existing business and marketing units.
To enable the understanding of the need for financial planning t hrough Budgets and their
benefits.
To enable students to evaluate the financial implications of marketing decisions through
simple analytical tools.

Unit -I
Introduction of financial management: -
Meaning of financial management – Definition –Goals- Functions -Role of Finance in
Marketing & Advertising - Types of Finance -Owned and borrowed – Long term and short
term finance – Sources of Long term & short term finance.
(10 lectures)

Unit -II
Financial Planning & Budgets: -
Financial Planning for a Marketing Unit –Through Budgets - Proforma financial
Statements and Spread sheets.
Budgeting - Types of Budgets - Functional Budgets - Master Budget - Zero based Budget –
Sales Budget - Cash budget (Application from Sales Budget and Cash Budget only)
Element s of Marketing budgets advertising Agency Budget – Budgeting for films -
Broadcast Print and Electronic media.
(10 lectures)
Unit -III

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Working Capital Estimation:
Working capital - Concept of Operating cycle - Types of working capital - Factors
influencing working capital - Methods of calculating working capital(theory and basic
application).
(8 lectures)
Unit -IV
Financial statements & Ratio analysis: -
Vertical Financial Statements – Financial Decision Making using financial statements
analysis.
Ratio analysis - Debt Equity Ratio, Current Ratio, Proprietary ratio, Stock to working
capital ratio, Gross profit ratio, Net profit ratio, Operating ratio, Debtors Turnover Ratio,
Creditors turnover ratio, selling expenditure ratio.
(12 lectures)
Unit -V
Introduction of costing: -
Costing -Types of cost - their relevance in marketing decision making.
Classification of costs - Traceability, Functionality and level of activity.
Estimation of Profit/Loss using cost Volume Profit analysis - Break Even Analysis,
Calculation of Profit volume ratio, Break even point, Margin of safety, Sales required in
units and rupees (Theory and application)
(10 lectures)

Reference books
Reference books.
1. Fundamentals of Financial management - Dr. S.N. Maheswari , Sultan Chan d
Publications
2. finance Sense - An easy guide for finance Executive – Prasanna Chandra, Tata
Mcgrawhill publication

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3.Accounting and financial Analysis – J.C. Varshney, wisdom publications
4. Financial management, Recent Trends & Practical applications - Chandra Hariharan
Iyer International Book house
5. Fundamentals of corporate Accounting Volume I & II – Bhushan Kumar Goyal -
International Book House
6. Financial Accounting for Managers –Dr.t.P.Ghosh , Taxman publication
7. Adverttising and Promotion a n Integrated Marketing Communication perspective -
George E. belch & Michael A. Bela, Tata Mcgrawhill publication
8. Marketing payback - Is your Marketing Profitable? Robert Shaw & David Merrick
Pearson publication
9. fundamentals of Cost Accounting - Princip les Practice - H.V. Jhamb , Ane Books Pvt.Ltd.
10.Financial management using Excel spreadsheet - Ruzbeh J.Bodhanwala
11. Fundamentals of financial Mangement - James C. Van Home& John M. Wachowiz Jr.
12. fundamentals of Financial managementEugene F. Brigham & Joel F. Houston
Meenakshi Venkatesh ,Ranjeet Kaur Patel and Girish Kavyachandani




TYBMM - Advertising
Paper no. 2 - The Principles & Practice of Direct Marketing
Sem - VI Marks - 75 No of Lectures : 50
OBJECTIVES: -
1 To understand the concept and importance of Direct Marketing
2 To understand the various techniques of direct marketing and its advantages
Units Particulars No of
Lectures
UNIT - 1 INTRODUCTION TO DIRECT MARKETING

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Meaning and Introduction to Marketing

Traditional Versus Direct Marketing Techniques 2

UNIT -2 BASICS OF DIRECT AND INTERACTIVE
MARKETING 6
Meaning,Definition,Importance of Direct Marketing

Advantages and Disadvantages of Direct Marketing

Approaches of Direct Marketing

Reasons for the growth of Direct Marketing

Economics of Direct Marketing

3 Tasks of Direct and Interactive Marketing = Customer
Acquisition,Development and Retention

UNIT -3 CUSTOMER RELATIONSHIP MANAGEMENT 5
What is Customer Relationship Management (CRM)

Importance of CRM

Planning and Developing CRM

Customizing Products to different needs

Studying the customers mix and Managing the Key customers

Relationship Marketing - Customer Loyalty


UNIT -4 DATABASE MANAGEMENT - RESEARCH/ANLYSIS
AND TESTING 6
4.1 Database Management

Meaning,Importance,Functions of Database

Sources and uses of E -database

Techniques of Managing Database - Internal/External

Steps in developing a database

Advantages and Disadvantages of Database Management
4.2 Direct Marketing Strategies 5
Meaning of Marketing Strategies - Why it is needed

Internal and External Analysis

Objectives of Strategies

Creating a Direct Marketing Budget
4.3 Direct Marketing Research and Testing 6
What is customer Life time Value (LTV)

Factors affecting Life time Value

How we use LTV

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LTV - Sums (3 methods - Present/Historical and Discounted)

Using LTV analysis to compare the effectiveness of various
marketing strategies
4.4 Direct Marketing Analysis 5
List Selection,Prospecting

Market Segmentation

Product Customization

Response Modeling and Experimentation

Mail order,Lead generation,Circulation,Relationship/loyalty
programes,Store traffic/Site traffic generation

Fund raising,Pre -selling,selling(Cross selling,Up selling) and
Post-Selling


UNIT -5 DIRECT MARKETING AS AN INTEGRAL PART OF
INTEGRATED MARKETING COMMUNICATION 8
Meaning,Introduction of IMC

Role of IMC in the Marketing Process

Relationship of IMC with Direct Marketing

Importance of IMC

Tools of IMC - Advantages,Sales Promotion,Publicity,Personal
Selling,etc.

Person to person ,Group Selling,Direct Mail

Direct response Television(DR -TV),

Direct Response Print Advertising

Catalogues,Inserts,Videos,E -mail,Trade shows

UNIT -6 FUTURE OF DIRECT MARKETING SENARIO 2
Growth of Direct Marketing in future

Indian and Global Perspective in Direct Marketing

UNIT -7 DIRECT MARKETING CASE STUDY 3
Product offering, re-generation, database management and
methodology

Guidelines for
Internals :

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As per the discretion of the faculty internals can either be taken as case
study along with the sums or introducing completely a new product &
try to use various direct marketing tools & channels to promote the
product by creating a portal
REFERENCES: -

1 Alan Tapp,Principles of Direct and Database Marketing - Financial
Times - Prentice Hall 2000
2 Drayton Bird,Commonsense Direct Marketing - Kogan Page 1996
3 Jim Sterne and Anthony Prior - E-mail Marketing - John Wiley and
Sons 2000
4 Robin Fairlie,Database Marketing and Direct Mail - Exley Publications
1990
















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Paper -IV
Paper no. 3 - AGENCY MANAGEMENT
Max. Marks: 100 (Theory:60, Internals: 40)
Objectives:
 To acquaint the students with concepts, techniques for developing an effective
advertising campaign.
 To familiarize students with the different aspects of running an ad agency
 To inculcate competencies to undertake professional work in the field of advert ising.

MODULE Topic Details Number of
lectures
MODULE
I Advertising
Agencies:
 their role, Functions, Organization and
Importance
 different types of ad agencies 08
MODULE
II Client Servicing  The Client - Agency Relationship
 3P’s of Service: Physical evidence,
Process and People
 The Gaps Model of servıce qualıty
 Stages in the client -agency relationship
 How Agencies Gain Clients
 Why Agencies Lose Clients
 Evaluation Criteria in Choosing an Ad
Agency
 The roles of advertising Account
executives 02
MODULE
III Account Planning  Role of account planning in advertising
 Role of Account Planner
 Account Planning Process 04
MODULE
IV Advertising
campaign
management  Means -End chaining and the Method of
Laddering as guides to Creative
Advertising Formulation
 Digital Advertising Strategy /
Campaigns
04
MODULE
V Ad Film making
 Converting story board to TVC
 Editing and post production 04
MODULE
VI Marketing plan of
the client  The marketing brief, Marketing Audit,
Marketing Objectives, Marketing
Problems and OpportMODULEies
Review, STP, Executing the plan,
Evaluating the plan 06
MODULE
VII The Response
Process  Traditional Response Hierarchy
Models: AIDA
 Sales -Oriented Objectives
 Communications Objectives
 DAGMAR: An Approach to Setting
Objectives 04
MODULE
VIII Setting up an
Agency Business plan introduction, Various Stages in
setting up a new Agency 02

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MODULE
IX Agency
Compensation Various methods of Agency Remunerations 02
MODULE
X Growing the Agency  The Pitch: request for proposal,
speculative pitches, Pitch Process
 References, Image and reputation, PR, 04
MODULE
XI Sales Promotion
Management  The Scope and Role of Sales
Promotion
 Reasons for the Increase in Sales
Promotion
 The psychological theories behind
sales promotion
 Consumer Franchise -Building versus
Nonfranchise -Building Promotions
 Designing Loyalty, continuous and
frequency programs
 Objectives of Trade -Oriented Sales
Promotion
 Techniques of Trade -Oriented Sales
Promotion
 Objectives of Consumer -Orien ted
Sales Promotion
 Techniques of Consumer -Oriented
Sales Promotion 08
Guidelines for Internals
1. Starting and maintaining a blog –the learner shall make the blog after consultation with
the teacher concerned during the period of learning of the course and run the blog for the
period of the course. The subject of the blog should be any one social issue. The blog
shall be supervised by the concerned teacher and marks shall be assigned for quality of
language, design and layout, frequency of updating, the quality of comment by the
blogger, interactivity on the blog. The blog must be updated a minimum of twice a week.
2. Designing the loyalty / frequency / continuity program for any one of the real life client
Suggested Reading:
1. Advertising and Promotion by G. Belch and M. Belch
2. Advertising Promotion and Other Aspects of Integrated Marketing Communications by
Terence A. Shimp

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Sem. -VI

Paper no. 4 - ADVERTISING AND MARKETING RESEARCH

Max. Marks: 100 (Theory:75, Internals: 25)
Objectives:
 To inculcate the analytical abilities and research skills among the students.
 To understand research methodologies – Qualitative vs Quantitative
 To discuss the foundations of Research and audience analysis that is imperative to
successful advertising.
 To unde rstand the scope and techniques of Advertising and Marketing research, and their
utility.
MODULE Topic Details Number
of
Lectures
MODULE I Fundamentals of
Research 1. Meaning and objectives of Research
2. Concepts in Research: Variables,
Qualitative and Quantitative
3. Literature review
4. Stages in Research process. 1
MODULE
II Hypothesis Meaning, Nature, Significance, Types of
Hypothesis, 3
MODULE
III Research design 1. Meaning, Definition, Need and Importance,
Scope of Research Design
2. Types - Descriptive, Exploratory and
Causal.
3
MODULE
IV Sampling 1. Meaning of Sample and Sampling,
2. Process of Sampling
3. Methods of Sampling:
i) Non Probability Sampling –
Convenient, Judgment, Quota,
Snow ball.
ii) Probability Sampling – Simple
Random, systematic, Stratified,
Cluster, Multi Stage.
3
MODULE
V











Data collection
1. Types of data and sources - Primary and
Secondary data sources
2. Methods of collection of primary data:
a. Observation
b. Experimental
c. Interview Method:
i) Personal Interview
ii) focused group,
iii) indepth interviews -
d. Survey
e. Survey instrument – i)
Questionnaire designing.
f. Scaling techniques - i) Likert scale,
ii) Semantic Differential scale, iii) 6

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Staple scale, iv) Constant sum scale
Projective
Techniques a. Association, b. Completion , c. Construction
d. Expressive
3


MODULE
VI Report Writing 1. Essential of a good report,
2. Content of report ,
3. Steps in writing a report,
4. Footnotes and Bibliography 3
MODULE
VII Advertising
Research 1. Introduction to Advertising Research
2. Copy Research: a. Concept testing, b.
Name testing, c. Slogan testing
3. Copy testing measures and methods: a.
Free association, b. Direct questioning, c.
Direct mail tests, d. Statement comparison
tests, e. Qualitative interviews, f. Focus
groups
4. Pretesting:
A. Print Pretesting : a. Consumer Jury Test, b.
Portfolio test, c. Paired comparison test, d.
Order -of-merit test, e. Mock magazine test, f.
Direct mail test.
B. Broad casting Pretesting:
a. Trailer tests, b. Theatre tests, c. Live telecast
tests, d. Clutter tests
C. Challenges to pre -testing. Example: The
Halo effect
4. Post testing: a. Recall tests, b. Recognition
test,
c. Triple association test, d. Sales effect tests ,
e. Sales results tests, f. Enquires test 10
Neuroscience in
Advertising
Research 1. Neuroscience: A New Perspective
2. When to Use Neuroscience 3
Physiological
rating scales 1. Pupil metric devices,
2. Eye-movement camera,
3. Galvanometer,
4. Voice pitch analysis,
5. Brain pattern analysis 1
MODULE
VIII Marketing
Research 1. Introduction to Advertising Research
2. New product research,
3. Branding Research,
4. Pricing research, 12

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Semester VI - Advertising

Paper no. 5 - Legal Environment & Advertising Ethics

Objectives:
(i) To acquaint students to the Legal Environment in contemporary India highlighting
the relevance of the same with reference to Advertising media.
(ii) To emphasise & reiterate the need to have ethical practices in the field of
advertising media both in India & internationally.
(iii) To appreciate the role of advertising in contemporary consumerism, the need for
consumer awareness & consumer protection.
(iv) Advertising as a pr ofession today & how to protect it the future of advertising
a. The socio – economic criticisms
b. Why Advertising needs to be socially responsible?
c. The need for Critiques in Advertising
(v) The syllabu s has been redesigned to include advertising in both traditional &
New
Media.

Module I: Legal Environment: (6)

(i) The importance & the relationship between Self –Regulation, Ethics & the Law 5. Packaging research,
6. Product testing
Guidelines for Internals:
a. Internals should focus on conducting field survey on either Marketing or Advertising
research with sample size not less then 125


Producing the following:
a. Complete Research report of the survey conducted

Reference Books and material
1. Research for Marketing Decisions Paul E. Green, Donald S. Tull
2. Business Research Methods – Donald Cooper & Pamela Schindler, TMGH, 9th edition
3. http://www.millwardbrown.com/docs/default -source/insight -documents/points -of-
view/MillwardBrown_POV_NeurosciencePerspective.pdf

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(ii) The laws of the land:
- Constitutional Laws – Fundamental Rights
- Personal laws - Criminal & Civil laws
- Corporate laws
- Consu mer laws
- Laws pertaining to Media
(iii) Laws of Defamation & Contempt of Court with respect to cases specific to Media

Module II: Government Policies & Cyber Laws
(4)
(i) Government Policies governing advertisements
(ii) The role of Prasar Bharati for advertisements in Public Broadcast Services
(iii)Cyber laws including Section 66; Laws pertaining to advertising in cyber space.
(iv) The Question of Net Neutrality & its relevance in Media
(v) Right to Information Act

Module III: Laws pertaining to Media: (8)

(i) Standard Contract between Advertiser & Agency
(ii) Laws :
- Drugs & Cosmetics Act
- Drugs & Magic Remedies ( Objectionable Advertisements) Act
- Drugs Price Con trol Act
- Emblems & Names ( Prevention of Improper Use) Act
- Indecent Representation of Women’s Act
- Intellectual Property Rights -
-Copyright Act
- Trademarks Act
- Patents Act

Module IV: A. Ethics in Advertising
(8)

(i) What is Ethics? Why do we need Ethics?
(ii) The philosophy of Ethics - Absolutist & Situational
(iii) Ethics in Advertising &Stereotyping:
- Religious minorities
- Racial minorities
- Ethnic groups
- Cultural Minorities
- Senior Citizens
- Children
- Women
- LGBT
(iv) Advertising of Controversial products
(v) Surrogate & Subliminal Advertising

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(vi) Political Advertising
(vii) Manipulation of Advertising Research

Module IV: B. Bodies helping to maintain a Code of Ethical conduct in Media:
- ASCI
- AAAI
- BCCC
- IBF
- CENSOR BOARD FOR FILMS
- Press Council

Module V: Unfair Trade Practices & the Competition Act 2002
(5)

(i) Unfair Trade Practices & Restrictive Trade Practices to Consumers:
- False Promises
- Incomplete Description
- False & Misleading Comparisons
- Bait & Switch offers
- Visual Distortions
- False Testimonials
- Partial Disclosures
- Small print Clarifications
(ii) Unfair Trade Practices & Restrictive Trade Practices to ot her organizations in the
Industry
(iii)The role of the Commission of the Competition Act 2002 in resolving cases of
Unfair &
Restrictive Trade Practices.

Module VI: Consumer Protection: Government initiatives including Standardization, Consumer
Laws & Non - Government initiatives (7)

(i) Consumerism – The rising need for consumer guidance& awareness
(ii)Government Initiatives:
-Standardization - Meaning, Relevance in today’s Globalized World in Total
Quality Management
- Standardization Bodies in India - AGMARK, BIS, FSSAI & FPO
- International Bodies - ISO, FDA, CMMI, Six Sigma & CE
- Standardizat ion marks - ISI, AGMARK, BIS - Hallmark (Gold), Silkmark,
Woolmark, Cotton, Forever mark (Diamonds)
Laws:
(i)Essential Commodities Act 1955
(ii) Consumer protection Act 1986
(iii)Standards of Weights & Measures Act
(iv)Standards of Weights & Measures (Packaged Commodities) Act
(v)Prevention of Food Adulteration Act

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Other Initiatives:
- PDS- Ministry of Civil Supplies (Public Distribution System or Ration Shops)
- Consu mer Co -operatives

Non- Government initiatives:
- CGSI
- CFBP
- CERC
- Grahak Panchayat
- Customer care centres

Module VII: Advertising & Society
(2)

A. Socio - Economic Criticisms of advertising
- Increasing prevalence of Materialism
- Creating Artificial Needs
- Idealizing the “Good Life”
- Stressing Conformity with Others
- Encouraging instant gratification & a throwaway society
- Promoting the good of the individual over the good of society
- Creating Unrealistic Ideal characterizations
- Using appeals that prey on feelings of inadequacy
- Manipulation by advertising

B. Advertising & social responsibility - Advertising as a moulder of
thought, opinion & values
(2)

Module VIII: Critique of Advertising
(8)

- A study of Vance Packard - The Hidden Persuaders (1957)
- A study of Jean Kilbourne – Can’t buy My love
- A study of Naomi Klein – No Logo
- A study of Naomi Woolf - The Beauty Myth
- A study of Noam C homsky - Understanding Power



Bibliography:
(1)P. B. Sawant & P.K. Bandhopadhyaya - Advertising Laws & Ethics – Universal Law
Publishing Co.
(2)Vidisha Barua , Press & Media: Law Manual - Universal law Publishing Co.
(3) Cyber Law Simplified – Vivek Sood Tata McGraw Hill

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TYBMM VI semester
Paper no . 6 - Contemporary Issues
Max. Marks: 100 (Theory : 75, Internals: 25)
Objectives :
To understand and analyse some of the present day environmental, political, economic and
social concerns and issues.

nd its implications on

Development .
Module –I
Ecology and its related concerns: (10)
- causes , consequences and remedial measures
- causes, consequences and remedial measures
e- need and importance, CRZ Act
- concept, need and significance


Module - 2
(a) Human Rights(12)



(b) Legislative measures wit h reference to India.
Women: Constitutional Rights and legal safeguards, Domestic and Family Violence Act of
2012, Sexual Harassment Act at the Work Place 2013, The Criminal Law (Amendment) Act of
2013
Child : Protection of Children from sexual offenc e Act -2012 (POCSO), ChildLabour Act with
new amendments, Juvenile Justice (Care and Protection of Children Act) 2000.
Education : Right to Education Act 2009

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Health : National Health Policy o f 2015, Transplantation of Human organs Act of 2002,
Prenatal Diagnostic Technique Regulation and prevention of Misuse amendment rules of 2003,
Prohibition of sale of cigarettes and other tobacco products around educational institutions 2004.

Module -3
Political concerns and challenges (10)


- Whistle Blowers protection act 2011.
- State violence - Naxalism and its Impact.
eference to North East – Issues involved, ULFA, Nagas, Manipur
issue,AFSPA and its impact.
- causes, consequences and remedial measures

Module 4
Economic development and challenges: (08)
arashtra




Module 5
Social development and challenges: (08)
ginalisation of the Tribals, Forest Rights Act , Land Acquisition Act .


tion

Bibliography
Journalism and Mass Communication education: A 30 year Update’, Taylor and Francis
Coleman Benjamin: Conflict, Terrorism and Media in Asia
nathan Maya; Rodrigues Usha: (2010) Indian media in a Globalised World, Sag
Publications
Criminology, UPNE.
Social Problems,
Transaction Publishers.
-East India: Assam, Mitthal Publications.
Publications

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-Liberalisation India, Frank and Timmy Gmbh Publication (Pg 19 -
45)
Inc.
Kashmir London: Routledge.
Role of the Press in Projecting the development needs of Women, Concept Publishing House.
e and policies ,14 th edition Academic
Foundation.
stedition.Himalaya Pub House.

( 2013) Human Rights: Principles and
practices,Alfa Publication.
Company.

wat Publications.


Security:Technology and Policy Options, Oxford Publicat ions.




Magazines and journals
1. Down to Earth: Science and Environment Fortnig htly
2. Economic and Political Weekly

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SEM. VI

Paper no. 7 - DIGITAL MEDIA

Max. Marks: 100 (Theory:75, Internals: 25)
Objectives:
 Understand digital marketing platform
 Understand the key goals and stages of digital campaigns
 Understand the of use key digital marketing tools
 Learn to develop digital marketing plans

MODULE Topic Details Number
of
Lectures
MODULE I Introduction to
Digital Media 1. Understanding Digital Media
2. Principles
3. Key Concepts
4. Evolution of the Internet
5. Traditional v Digital 4
MODULE
II Search Engine
Optimization
(SEO): 1. What are Search Engines:
 Types of Search Engines,
 How Search Engines work and how they
rank websites based upon a search term?
2. Introduction to SEO and what it involves:
 What is the importance of search for
websites?
 What are the areas of operation for Search
Engine Optimization Professionals?
 How do you search for the right keywords
that will help bring in the most traffic?
3. What is On -Page Optimization?
 Keyword Research with Google Keyword
Planner, Page Naming {URL Structuring}
and Folder Naming, What are Meta Tags,
Redirection Tags,
4. What is OF F-Page Optimization?
 What are Backlinks?, How to Get
Backlinks?
 What is Google Page Rank? How to Increase 10

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Page Rank?
5. Search Engine Algorithms:
What is Search Engine's Algorithms? How
Algorithms Works? Page Rank Technology,
Why a Search Engine penalizes a W ebsite,
Google Panda Update,
MODULE
III Social Media 1. Introduction: Definition of social media,
Types of social media, How Social Media is
affecting Google Search, Integrating social
media into website and blogs
2. Using Facebook: What Can You Do With
Facebook, Facebook Features, Facebook Fan
Pages, Facebook Pages. How to promote
your Facebook page, Creating Facebook
Application / Widget, Linking with
YouTube, Creating Events, Building content
calendar
3. Using Twitter: Following and L istening,
Tools for managing your Tweets, Finding
People and Companies on Twitter, Twitter
Tools, Reputation Management | Keyword
Research | Hashtags & Trends T ools
Influence on Twitter: TweetDeck, Klout,
PeerIndex
4. Using LinkedIn: Lead Generation through
Individual Profiles, Lead Generation as
Enterprise: Company Page, Ads, Developer
API, Groups
5. Using Blogs: How Blogging can be used as
a tool.
10
MODULE
IV Tools & Trends 1. key terms and concepts
2. Web analytics
3. Tracking Tools to enhance lead nurturing
Tracking and Collecting Data: Log file
analysis, Page tagging,
3
MODULE V Features of a
Website 1. Homepage
2. Links
3. Navigation
4. Multimedia
4
MODULE
VI Content Writing 1. Blog
2. Twitter
3. Mobile

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References:
1. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation (Paperback) - Damian Ryan - Gives an overview
2. .Socialnomics: How Social Media Transforms the Way We Live and Do Business
(Hardcover) - Eric Qualman
3. Alan Tapp,Principles of Direct and Database Marketing - Financial Times - Prentice Hall
2000
4. Drayton Bird,Commonsense Direct Marketing - Kogan Page 1996
5. Jim Sterne and Anthony Prior - E-mail Marketing - John Wiley and Sons 2000
6. Robin Fairlie,Database Marketing and Direct Mail - Exley Publications 1990



****




MODULE
VII New Challenges Cyber Crime and Challenges of the new
media
MODULE
VIII Cyber Laws 1. Information Technology Act
2. Copyright
3. Ethics
4. Digital Security