Marketing communications defined; Nature of information; Consumer information processing
model; Basic modelofcommunication process; Frameworkfor analyzing marketing communication
process; Language and conception - as elements of communication Sign and Symbol - component
of communication; Language and marketing communications; Hierarchy of communications effects; Marketing communications mix; Dyadic communication; Mass communication; Word-ofmouth communication; Group communications; Group communication and marketing strategy; The role of Public Relations in marketing communications; Functions of Public Relations in
marketing; Integrated Marketing Communications (IMC).