Advanced Diploma In Marketing Course Syllabus - Indian Institute of Commerce & Trade (IICT, Lucknow)

Syllabus for Advanced Diploma In Marketing Course

The Advanced Diploma in Marketing course provides a comprehensive syllabus that delves into various aspects of modern marketing. It covers fundamental marketing concepts, including market research techniques to analyze consumer behaviour and identify opportunities. The curriculum encompasses strategic marketing planning, focusing on segmentation, targeting, positioning, and gaining a competitive edge. In the realm of digital marketing, students learn about online channels, social media strategies, content creation, and search engine optimization. Advertising principles, media planning, and the art of crafting effective promotional campaigns are also studied. Additionally, the syllabus emphasizes branding, public relations, and customer relationship management, fostering well-rounded marketing expertise. Through practical projects, case studies, and interactive sessions, students develop a strong foundation in marketing strategies, enabling them to navigate the dynamic landscape of the business world.

Syllabus & Subjects

Semester I	Financial Accounting
	Managerial Communication-I
	Marketing Management
	Corporate Finance
Semester II	Managerial Economics
	Organization Design
	Decision Sciences-I
	Operations
Semester III	Business, Government and Society
	Managerial Communication-II
	Business and Ethics
	Managing People and Performance in Organizations
	Macroeconomics
Semester IV	Consumer Behavior
	Decision Sciences-II
	Integrated Marketing and Communication
	Entrepreneurial Learning
	Project Work

Reference Books

Advanced Diploma in Marketing books provide students with both a thorough general review of the subject matter and a close examination of their specific area of expertise. The following are some of the books for reference:

Name of Author	Name of Book
Philip Kotler and Kevin Lane Keller	Marketing Management
Gary Armstrong and Philip Kotler	Principles of Marketing
Michael R. Solomon	Consumer Behavior: Buying, Having, and Being
Dave Chaffey and Fiona Ellis-Chadwick	Digital Marketing: Strategy, Implementation and Practice
Warren J. Keegan and Mark C. Green	Global Marketing
Orville C. Walker Jr. and John W. Mullins	Marketing Strategy: A Decision-Focused Approach
Kenneth E. Clow and Donald E. Baack	Integrated Advertising, Promotion, and Marketing Communications
DR. DEB PRASANNA CHOUDHURY	Sustainability Management