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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
Note: All Practice and Project Sessions are of 2Hours
Components of IMC
In this practice session students will discuss about different components of IMC
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
IMC Models-AIDA
In this session students will submit a project on AIDA Model
IMC Models-DAGMAR
In this session students will submit a project on DAGMAR Model
IMC Models-Heightened Appreciation
In this session students will submit a project on Heightened Appreciation Model
IMC Models- Advertising Exposure
In this session students will submit a project on Advertising Exposure Model
IMC Models-Model of Joyee
In this session students will submit a project on Model of Joyee
IMC Models- Lavidge and Steiner Model
In this session students will submit a project on Lavidge and Steiner Model
Benefits and Barriers of IMC
In this session students will submit a project on Benefits and Barriers of IMC
Factors Affecting Promotional Mix
In this practice session students will discuss about different factors associated with promotional mix
Types of Promotion
In this practice session students will discuss about different factors affecting promotion
Personal Selling
In this session students will submit a project on personal selling
Personal Selling
Students will Practice personal selling in this session
Advertising
In this session students will submit a project on advertising
https://www.slideshare.net/SunilChichra/concept-of-advertising
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
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
Database Marketing
In this practice session students will be involved in a discussion relating to database marketing
Online Communication for IMC
In this practice session students will practice various online tools for IMC
Interactive Marketing
In this practice session students will discuss interactive marketing
Consumer Behavior
In this practice session students will be involved in a discussion relating to factors affecting consumer behavior
Consumer Behavior-2
In this session students will submit a project on consumer buying decisions
Market Research for Developing Market Plan
https://bizfluent.com/about-6569637-meaning-market-survey-.html
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
Campaign Creation
Students will practice the technique of campaign creation
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