B.A. in Multimedia and Mass Communication Direct Marketing and E Commerce Syllabus - Mumbai University 2026

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

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Syllabus for Direct Marketing and E-Commerce

Major elective · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

Module I: Introduction to Direct Marketing , Integrated Marketing Communication& Customer Relationship Management

1 Introduction to Marketing, Basics of Direct and Interactive Marketing, Legal framework towards Direct Marketing
Meaning and Introduction to Marketing, Evolution of Marketing, Study of Marketing Mix, Traditional Versus Modern Marketing Techniques, Meaning and Definition of Direct Marketing, Importance of Direct Marketing, Advantages and Disadvantages of Direct Marketing, Approaches of Direct Marketing, Reasons for the growth of Direct Marketing, Techniques of Direct Marketing, Economics of Direct Marketing, Economics of Direct Marketing, Laws pertaining to Patents, Trademark, Copyright, etc., Privacy -
The key Issue. Meaning, Introduction of IMC , Role of IMC in the Marketing Process, Relationship of IMC with Direct Marketing, Importance of IMC, Tools of IMC - Advertising ,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
2 Integrated Marketing Communication versus Direct Marketing

Module II: Customer as the only project center: Segmentation, Targeting and customer Focus Database Management, Marketing Strategies, Research Analysis and Testing, LTV Sums and Theory printed in the syllabus as Module 3

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, 3 Tasks of Direct and Interactive Marketing = Customer Acquisition, Development and Retention, Market Segmentation
1 Understanding the business of Direct Marketing – Database Management/ Marketing Strategies
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. Direct Marketing Strategies: Meaning of Marketing Strategies - Why it is needed, Internal and External Analysis, Objectives of Strategies, Creating a Direct Marketing Budget. What
2 Direct Marketing Research and Testing
is customer
Life time
Value
(LTV),
Factors affecting Life time Value, How we use LTV, LTV - Sums (3 methods - Present/Historical and Discounted), Using LTV analysis to compare the Effectiveness of various marketing strategies. List Selection, Prospecting, Product Customization, Response Modeling and Experimentation, Mail order, Lead generation, Circulation, Relationship/loyalty programs,
3 Direct Marketing Analysis
Store traffic/Site traffic generation, Fund raising, Pre-selling, selling(Cross selling, Up selling) and Post-Selling
Introduction to E-commerce, E-business , Building up a Website
1 Introduction to E- Commerce
Ecommerce- Meaning, Features of E-commerce, Categories of E-commerce, Advantages and Limitations of E-Commerce, Traditional Commerce and E-Commerce, Factors Responsible for Growth of E-Commerce, Issues in Implementing E-Commerce, Trends in E- Commerce in Sectors like: Retail, Banking, Tourism, Government, Education Meaning, Launching an E-Business, Different phases of Launching an E-Business, Important Concepts in E-Business: Data Warehouse, Customer Relationship Management, Supply Chain Management, and Enterprise Resource Planning Design and Development of Website, Advantages of Website, Principles of Web Design, Life Cycle. Approach for Building a Website, Different Ways of Building a Website
2 E-Business
3 Website

Module III: Payment, Security in E-Commerce , Integration of Direct Marketing & E-Commerce through social media printed in the syllabus as Module 4

1 Electronic Payment Systems
Features, Different Payment Systems :Debit Card, Credit Card ,Smart Card, E-cash, E- Cheques, E-wallet, Electronic Fund Transfer, Issues Relating to Privacy and Security in E- Business Introduction, Payment Gateway Process, Payment Gateway, Types, Advantages and Disadvantages of Payment Gateway, Types of Transaction Security What is Internet, How companies use internet to promote the product, Impact of Internet on Direct Marketing and E-Commerce industry, Growing Importance of Social Media, Role of Social Media on Consumers and Business
2 Payment Gateway
3 Integration of Direct Marketing and E-Commerce through the use of Internet and Social Media

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
5 Successful Direct Marketing Methods Hardcover – ( 7th edition) by Bob Stone (Author), Ron Jacobs (Author)
6 Direct Marketing: Strategy, Planning, Execution by Edward L Nash
7 The New Direct Marketing: How to Implement a Profitdriven Database, by Rajeev Batra
8 Reinventing Interactive and Direct Marketing: Leading Experts Show How to ...by Stan Rapp
9 Digital marketing ( E commerce) – Vandana Ahuja.

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Modules are numbered in sequence here; in the syllabus itself, Module II is printed as Module 3; Module III is printed as Module 4. The PDF above is the syllabus's own page, unaltered.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

PDF BAMMC SEM I & II (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read

PDF BAMMC Sem II HISTORY OF MEDIA (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read

PDF BAMMC Semester V and VI Syllabus (CBCS R-2019-20) Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM SEM 6 Contemporary Issue Only One Act Amended On Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM Sem VI AGENCY MANAGEMENT Sp Ad Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM Sem VI Broadcast Journalism Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM Sem VI Issues Of Global Media Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM III IV 2015 16 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Advertising Sem V 2015 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Journalism Sem V 2015 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Sem V And VI 2009 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF Advertising Sem VI Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF Journalism Sem VI Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

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