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

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-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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