Marketing communication is a promising field within the broad discipline of management and communication sciences dealing with the use of all forms of the promotional mix to reach customers at different levels in new and better ways.
Nature of the Job.
Having a Degree or Diploma in Communication/Media Studies along with a broad understanding of marketing and management practices can offer you a range of communication activities to work as a link between media and business practices. As a marketing communicator one can work for various business organizations to study marketing perspective that has been shifting from being market oriented to market driven. One can also find immense scope for studying the processes of branding. Branding is a key concept in marketing communication. Marketing communication helps you to understand how by news reports, word-of-mouth, expert's opinions and financial reports, the consumer forms attitudes and opinions about a brand or company and make purchase decisions. As an expert of marketing communication you can get the assignments to coordinate the multiplicity of product and company messages being issued and used by consumers and others. As a communication expert you will have an opportunity to know the media habits and lifestyles of important consumer segments. With the help of this, you can tailor messages through media that are most likely to reach these segments at times when these segments are most likely to be receptive to these messages, thus optimizing the marketing communication efforts.
Where to Study and the Eligibility.
Presently many departments of Communication, Economics, Commerce and Business Studies of Indian Universities are offering Marketing Communication as one of their optional subjects at Post Graduate level. People trained in Journalism and Mass Communication with a degree in Economics, Commerce, Management or Business studies can find a job assignment in the field of Marketing Communication.