This book is a culmination of many years of efforts where we have been accompanied and supported by many. We, express our heartfelt gratitude and dedicated this page to all those who have actively or silently helped us in the processing and carrying out the work. This book has been kept on track and been seen through to completion with the support and encouragement of numerous people including our well-wishers, friends, colleagues and various institutions. Hence, we take this opportunity to express our gratitude to all those who contributed in many ways to the success of this study and made it an unforgettable experience with value addition.
Chapter-I: Introduction
• Introduction
• Meaning of Communication
• The Communication Process
• Communication in Marketing: Integrated Marketing Communications (IMC) tools
• Elements of IMC tools
• Integrated Marketing Communications Tools Used in Education Industry
• a) Advertising
• b) Sales Promotion
• c) Public Relations and Publicity
• d) Personal Selling
• e) Direct Marketing
• The Scenario of Learning in B-Schools in India
a) Introduction
b) Classification of B-Schools
c) Various stakeholders of B-Schools
d) Learning Tools adopted by B-Schools
e) Future prospects for Management education in India
Chapter-II: Review of Literature
• Introduction
Chapter-III: Research Objectives and Hypotheses
• Introduction
• Objectives of the Study
• Hypotheses
Chapter-IV: Research Methodology
• Introduction
• Research Design
• Sample design
• Data Collection tool
• Scaling Technique
• Data Analysis Techniques
Chapter-V: Findings and Interpretation
• Introduction
• Validity Test
• Reliability Test
• Demographic Analysis
a) Frequency distribution
b) Cross tabulation
c) Chi- square test
• ANOVA
• Regression
Chapter-VI: Conclusion of the Study
Chapter-VII: Recommendations and Suggestions
Chapter-VIII: Limitations and Scope for Further Studies
Chapter-IX: Bibliography
Annexure I - Questionnaire
Dr. Kavita Kasliwal Kothari
Dr. Kavita Kasliwal Kothari is M.Com from Mumbai University,MBA from Institute of Management Studies, DAVV, Indore, PGD in Public Relations & Corporate Communications from St. Xavier Institute of Communications, UGC-NET qualified, FDP from IIM Indore and Ph.D. in Management from DAVV, Indore. She is currently working with Arihant Education Group, Indore as CEO and academic experience of 10 years and industry experience of 4 years. She has hosted and presented Many Research Papers /Case Studies in National/International Seminars and Conferences. She has been a proud recipient of 'Women's Excellence Awards-2016', 'Women Achiever's Awards – 2015' and 'DNA Woman of Substance'. Her Achievements are recipient of the “Best All-rounder Student of the Year” Award at Xavier Institute of Communications, Mumbai, Recipient of 'Best Communicator of the Batch' Award in IIM-Indore, Guest lecturer at IIM-Indore, Mentor in a Knowledge and Skill portal- 'Gyaan Niketan – The Knowledge Adobe' for Service Management and Communications and Member of Indore Management Association, Indore Chapter. She has authored book on Sales and Distribution Management.
Dr. Geeta Nema
Dr. Geeta Nema is working as Reader in Management at International Institute Of Professional Studies, Devi Ahilya University, Indore (M.P.). She has done MBA in Marketing and Ph.D. in Management from Devi Ahilya University, Indore. She has published several research papers in national and international repute conferences and journals. She has been a source of knowledge and inspiration for management students for doing their major research projects. Under her guidance many research scholars have been awarded doctorate degree and many are still working. She has participated and also attended various workshops and seminars organised by different management institutes. She is also holding the responsibility of coordinating IIPS-IMA student chapter. Her area of interest in research as well as teaching includes Marketing Management, Brand Management, Sales and Distribution Management, Consumer Behavior, Retail Management, Internet Marketing, Entrepreneurship and other general management and marketing related areas. She is also serving as member of advisory board of many journals. She has co-authored two books. She has been awarded with certificate of appreciation for research and academic contribution in the year 2017 by Devi Ahilya University, Indore.
Subject Covers:-
This Book Useful for the students of :-
MBA, BBA, B.COM, MMM, MARKETING & so on related courses of management & Commerce ALL RELATED MANAGEMENT COMMERCE STREAMS
