Integrated Marketing Communication

Teacher

Ambika Sankar Mishra

Category

Core Courses

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Integrated Marketing Communicatio

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

Learning Outcomes

  • Students will be able to understand
  • The different elements of marketing communication
  • They will be able to design campaign to promote a product
  • They will be able to design appropriate media plan to promote product or service according to target audience
  • They will be able to understand the techniques of online promotion of products or services

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-2

Meaning and Features of IMC

https://www.youtube.com/watch?v=uuFGD7eCrhc

Session-3

Session-4

Components of IMC

In this practice session students  will discuss about different components of IMC

https://www.youtube.com/watch?v=4ldhLLwcnIw

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

http://marketingcommunicationmodels.blogspot.com/

Session-8

IMC Models-DAGMAR

In this session students will submit a project on DAGMAR Model

http://marketingcommunicationmodels.blogspot.com/

Session-9

IMC Models-Heightened Appreciation

In this session students will submit a project on Heightened Appreciation Model

http://marketingcommunicationmodels.blogspot.com/

Session-10

IMC Models- Advertising Exposure

In this session students will submit a project on Advertising Exposure Model

http://marketingcommunicationmodels.blogspot.com/

Session-11

IMC Models-Model of Joyee            

In this session students will submit a project on Model of Joyee

http://marketingcommunicationmodels.blogspot.com/

Session-12

IMC Models- Lavidge and Steiner Model

In this session students will submit a project on Lavidge and Steiner Model

http://marketingcommunicationmodels.blogspot.com/

Session-13

Benefits and Barriers of IMC            

In this session students will submit a project on Benefits and Barriers of IMC

https://bit.ly/2NOWKqN

Session-14

Promotional Mix

https://bit.ly/2VlCDEH

Session-15

Factors Affecting Promotional Mix

https://bit.ly/3g4x0mc

Session-16

Factors Affecting Promotional Mix

In this practice session students will discuss about different factors associated with promotional mix

https://bit.ly/3g4x0mc

Session-18

Types of Promotion

In this practice session students will discuss about different factors affecting promotion

https://businessjargons.com/kinds-of-promotion.html

Session-19

Session-20

IMC Tools

Students in this practice session will discuss about tools of IMC

https://bit.ly/3dJGdP8

Session-21

Personal Selling

In this session students will submit a project on personal selling

https://www.slideshare.net/JbLuberas/personal-selling-byjb

Session-22

Personal Selling

Students will Practice personal selling in this session

https://www.slideshare.net/JbLuberas/personal-selling-byjb

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

https://www.youtube.com/watch?v=zmVJhf6rqlc

https://www.youtube.com/watch?v=7I5OvEzLG6I

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-27

Database Marketing

https://bit.ly/3dEcTd2

Session-28

Database Marketing

In this practice session students will be involved in a discussion relating to database marketing

https://bit.ly/3dEcTd2

Session-29

Sales Promotion

https://bit.ly/2YKgXnX

Session-30

Online Communication for IMC

In this practice session students will practice various online tools for IMC

https://bit.ly/2NA5ZdZ

Session-31

Interactive Marketing

In this practice  session students will discuss interactive marketing

https://bit.ly/3eHSc18

Session-33

Market Segmentation Targeting and Positioning

https://bit.ly/2VuDOBQ

Session-34

Strategic Planning In Marketing

https://bit.ly/3dFDAhr

Session-35

Developing Marketing Strategy SWOT Analysis

https://bit.ly/2Aaxo3a

Session-36

Session-37

Consumer Behavior

In this practice session students will be involved in a discussion relating to factors affecting consumer behavior

https://www.youtube.com/watch?v=bDFFO6Zaqyo

Session-38

Consumer Behavior-2

In this session students will submit a project on consumer buying decisions

https://www.youtube.com/watch?v=a3a-V3KSsMI

Session-40

Situation Analysis

https://bit.ly/2AcrSgD

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

https://www.slideshare.net/MadhviKukreja/campaign-planning

Case Studies

Case Studies

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