Integrated communication and ethics

Integrated communication and ethics

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 7: Promotion Strategies for Services

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of integrated communication and ethics.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Integrated marketing communication for service product- service promised, communicated message, integrated communication and guarantees
• Social ethics in service promotion

Detailed Microsyllabus

1. Integrated communication

   1. Coordinate service promises across channels and employees.
   2. Align communicated messages with actual delivery.
   3. Explain the role and limits of service guarantees.

2. Consistency management

   1. Identify gaps between external messages and service experience.
   2. Plan internal communication and approval procedures.
   3. Review messages for clarity and supported claims.

3. Social ethics

   1. Assess misleading promises, privacy and vulnerable customer concerns.
   2. Present terms and limitations clearly.
   3. Evaluate a promotional example using appropriate ethical principles.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 109–111.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.