Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. This guest lecture by Dr. Rahim Hussain was about “customer behavioural engagement through integrated marketing communication” on Feb 17th,2021. The speaker initially delved into the basic concepts of marketing mix, and then led the discussion towards the various Integrated Marketing Communication (IMC) mix. He then distinguished between the traditional and modern methods of promotion. The session was application oriented as the students were given an exercise of two different products – Rolls Royce and Thumbs Up and asked the students to frame the IMC for both these products. The students were able to get an insight into the marketing mix and promotion mix and various components of them. They also understood how these tools should be used for IMC for various products/services. The guest lecture was very lively with the students asking many questions to the speaker. The students enjoyed the session and were impressed by the speaker.
About ISBR
ISBR Business School, Bangalore based, Top Class B School for PGDM or MBA, Consistently ranked as best B School in India, AICTE-CII Platinum Catagory , with multiple specializations.
