Section outline
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Midterm Exam syllabus & guidelines:
Chapter 1: Introduction To IMC
Chapter 2: Market Segmentation Targeting & Positioning
Chapter 3: The Role of Ad Agencies and Other Marketing Communications Organizations
Chapter 4: The communication Process
Chapter 5: Establishing objectives and budgeting for the promotional program
Assessment Types
- MCQ/true/false/fill in the gaps: 10 marks
- Conceptual /case based problem solving descriptive questions: 15 marks