Integrated Marketing Communication
Teacher
Ambika Sankar Mishra
Category
Core Courses
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CUTM1277 , 2+2+2=6
Course Objectives
- This course will provide students an Idea about:
- Marketing communication for promoting business
- Using marketing communication tools to promote product or service
- Choosing and designing the right communication approach
Course Outcomes
By the end of the course, students will be able to:
- Explain various components of marketing communication and how they work together.
- Create and execute campaigns to promote a product or service.
- Develop media planning to select the most suitable channels and strategies for reaching their target audience.
- Apply methods and tools of online promotion and how to measure their effectiveness.
| COS | COURSE OUTCOMES | MAPPING COS WITH POS
(High-3; Medium-2; Low-1) |
| CO1 | Explain various components of marketing communication and how they work together. | PO1(3), PO2(3) and PO4(3) |
| CO2 | Create and execute campaigns to promote a product or service. | PO1(3), PO2(3), PO3(3), PO4(3), PO6(3), PO7(3), PO8(3) and PO9(3) |
| CO3 | Develop media planning to select the most suitable channels and strategies for reaching their target audience. | PO1(3), PO2(3), PO3(3), PO4(3), PO6(3), PO7(3), PO8(3) and PO9(3) |
| CO4 | Apply methods and tools of online promotion and how to measure their effectiveness. | PO1(3), PO2(3), PO3(3), PO4(3), PO6(3), PO7(3), PO8(3) and PO9(3) |
Course Syllabus
Module-1: Understanding Integrated marketing Communication
Meaning and concept, Key features, Objectives and components of IMC, Theoretical Underpinnings and Models of IMC, Benefits and Barriers
Module-II: Promotional Elements and Tools
Understanding Promotional mix, IMC tools, Personal selling, Advertising, Public Relations, Direct and Database Marketing, Sales promotion, Online communication / Interactive marketing
Module-III: Marketing Communication
The Marketing concept, Segmentation, Targeting and positioning, Developing Marketing Strategy- SWOT analysis, Strategic planning process, Consumer Behaviour
Module-IV: IMC Plan and Campaigns
Developing IMC Plan / Campaign planning, Situation analysis, Market research and formulating objectives, Campaign creation and Production, Media Planning, selection, budgeting and scheduling
Projects:
Indicative Reading List
- Kotler, Philip and Keller, Lane, Designing and Managing Integrated Marketing Communication
- Egan J., Marketing Communications, Thomson, 2007
- Fill C, Marketing Communications: Interactivity, Communities and content5th ed., FT Prentice Hall, 2009
- Pickton D & Broderick A, Integrated marketing communications 2ND ED., Pearsons,2009
- Ramaswami V.S and Namakumari S, Marketing Management, Planning, implementation and control, 3rd edition, Macmillan
Note: All Practice and Project Sessions are of 2Hours
Session Plan
Session-1
Session-4
Components of IMC
In this practice session students will discuss about different components of IMC
Session-5
Session-6
Theories of IMC
In this practice session students will discuss about different theories of IMC
https://www.slideshare.net/arvindpawar758399/lecture-1-marketing-communications-theory
Session-7
IMC Models-AIDA
In this session students will submit a project on AIDA Model
Session-8
IMC Models-DAGMAR
In this session students will submit a project on DAGMAR Model
Session-9
IMC Models-Heightened Appreciation
In this session students will submit a project on Heightened Appreciation Model
Session-10
IMC Models- Advertising Exposure
In this session students will submit a project on Advertising Exposure Model
Session-11
IMC Models-Model of Joyee
In this session students will submit a project on Model of Joyee
Session-12
IMC Models- Lavidge and Steiner Model
In this session students will submit a project on Lavidge and Steiner Model
Session-13
Benefits and Barriers of IMC
In this session students will submit a project on Benefits and Barriers of IMC
Session-16
Factors Affecting Promotional Mix
In this practice session students will discuss about different factors associated with promotional mix
Session-18
Types of Promotion
In this practice session students will discuss about different factors affecting promotion
Session-20
Session-21
Personal Selling
In this session students will submit a project on personal selling
Session-22
Personal Selling
Students will Practice personal selling in this session
Session-23
Advertising
In this session students will submit a project on advertising
https://www.slideshare.net/SunilChichra/concept-of-advertising
Session-24
Advertising
In this practice session students will watch various advertisements to analyze and understand them
https://www.youtube.com/watch?v=xPIVb8CobT0
https://www.youtube.com/watch?v=-L1J2Rzifw8
Session-26
Public Relations in IMC
In this session students will submit a project on public relations for IMC
https://www.slideshare.net/AdityaSheth2/public-relations-in-imc
Session-28
Database Marketing
In this practice session students will be involved in a discussion relating to database marketing
Session-30
Online Communication for IMC
In this practice session students will practice various online tools for IMC
Session-31
Interactive Marketing
In this practice session students will discuss interactive marketing
Session-32
Session-37
Consumer Behavior
In this practice session students will be involved in a discussion relating to factors affecting consumer behavior
Session-38
Consumer Behavior-2
In this session students will submit a project on consumer buying decisions
Session-41
Market Research for Developing Market Plan
https://bizfluent.com/about-6569637-meaning-market-survey-.html
Session-42
Market Research for Developing Market Plan
In this session students will be involved in a group discussion about importance of Market Research For Developing Market Plan
https://bizfluent.com/about-6569637-meaning-market-survey-.html
Session-45
Campaign Creation
Students will practice the technique of campaign creation
Case Studies
Case Studies
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