LESSON PLAN

DEGREE MBA
BATCH : 2015 - 2016

SEMESTER III

COURSE CODE BA7014

TARGET SESSIONS 30 Hrs

COURSE TITLE INTEGRATED MARKETING

COMMUNICATION

FACILITATOR Mrs.KARTHIKA.M
Aim:
To equip the students with the better understanding of the Marketing Concepts and
techniques & to provide an insight into the current marketing practices with more practical cases
and field work.
Course Objectives:
The objective of this course is to make the students understand
To understand the changing business environment.
To educate students about different areas of marketing
To identify the indicators of management thoughts and practices
To understand fundamental premise underlying market driven strategies
Learning Outcome:
On successful completion of Marketing Management subject, students will be able to:
Identify and demonstrate the dynamic nature of the environment in which marketing
decisions are taken and appreciate the implications for marketing strategy determination
and implementation.
Describe key marketing concepts, theories and techniques for analysing a variety of
marketing situations.
knowledge of analytical skills in solving marketing related problems
Awareness of marketing management process
Course Delivery:
To facilitate students to develop genuine interest in the subject and learn through theory,
and practical applications. Two text book (TB) and five reference books (AR) are prescribed as
the major sources of study materials. Also students are required to refer related resources in
library. They may approach course facilitator for any kind of academic and learning assistance.
The major course materials and detail pedagogy plan are given below.
The learning methodologies will include lecture and discussion with PPT; case-study
analysis; video show, assignment writing and PPT presentation by students. The students are
expected to follow the lesson-plan and the guidance of course faculty. They are required to read
text and additional reference book regularly and attend class with awareness about the topic
scheduled in the lesson plan.

Grading Pattern
No.
1
2
3
4

Component

Unit Score

Attendance*
Internal Assessment Tests
Assignments
End Semester Examination
Total

50
100

Times
3
5
1

Total
Score
05
100
100

Weight
05
10
80
100

Attendance Marks
Percentage of Attendance

Weight

96-100
91-95
86-90
81-85
76-80

5
4
3
2
1

Class Participation:
It means physical, mental and intellectual participation in class. Students are
expected to read well in advance for active participation in class. They need to contribute
to the academic discussion in every session and quality of such contribution must be
appreciable. They are welcome to share their practical experiences, provided those are
relevant and related to topic.
Course Plan:
Sess
ion

3
4

Content
Concept
definition-scopeObjectives of
Advertisement
functionsprinciples of
advertisement
Social, Economic
and Legal
Implications of
advertisements
setting
advertisement
objectives
Advertisement
Agencies
Selection and
remuneration
Advertisement

Pedagogy

Resource

UNIT I INTRODUCTION
TB 1 16, SRM 1 - 1 to 1.8 , 1.14 to 1.15
SRM 1 - 1.16 to 1.19
PPTI*

SRM 1 - 1.20 to 1.22

PPTI*
TB 1 - 77 to 84
PPTI*
PPTI*

TB 1 - 85 to 95
SRM 1- 2.36 to 2.43

campaigns & Case

Study
UNIT II ADVERTISEMENT MEDIA

10

11

12

13
14

Media plan Type

and choice criteriaReach and
frequency of
advertisements
Cost of
advertisements related to sales
Media strategy and
scheduling - design
and execution of
advertisements
Message
development
Different types of
advertisements Layout Design
Appeal- Copy
structure
Advertisement
production Print
Radio. T.V. and
Web advertisement
- Media Research
Testing validity
and Reliability of
ads
Measuring impact
of advertisement &
Case Study
Scope and role of
sale promotion Definition
Objectives of sales
promotion
sales promotion
techniques Trade
oriented and
consumer oriented
Sales promotion
Requirement
identificationDesigning of
campaign

SRM 1 - 3.1 to 3.19, 3.22 to 3.34

http://quizlet.com/16246370/mktg-management-chapter-18flash-cards/
PPTI*

PPTI*

SRM 1 - 3.45 to 3.51

SRM 1 - 4.1 to 4.2
SRM 1 - 2 to 2.21
SRM 1 - 4.15 to 4.27
SRM 1 - 4.28 to 4.36

PPTI*

PPTI*

PPTI*

SRM 1 - 4.7 to 4.9

SRM 1 - 4.11 to 4.12
SRM 1 - 4.13 to 4.15 5.1 to 5.27
http://www.scribd.com/doc/100502926/Mass-Media-ResearchLecture-Notes
http://www.journalism.wisc.edu/~dshah/j658/Reliability
%20and%20Validity.pdf

http://www.rwjf.org/en/research-publications/find-rwjfresearch/2013/04/advances-in-communication-research-toPPTI*
reduce-childhood-obesity/measuring-the-impact-ofadvertising-effects.html
UNIT III SALES PROMOTION
SRM 1 - 6.12 to 6.17
SRM 1 - 6.18 to 6.20
PPTI*

PPTI*

SRM 1 - 6.36 to 6.38

SRM 1 - 6.44 to 6.48
SRM 1 - 6.49 to 6.63
SRM 1 - 6.35

PPTI*
PPTI*

SRM 1 - 7.12 to 7.14

15

16

17

18

Involvement of
salesmen and
dealers
Out sourcing
sales promotion
national and
international
promotion
strategies
Integrated
promotion
Coordination
within the various
promotion
techniques - Online
sales promotions.
Public Relations
Introduction
Meaning
Objectives ScopeFunctionsintegrating PR in to
Promotional Mix
Marketing Public
Relation function

19

20

21

22

Process of Public
Relationsadvantages and
disadvantages of
PR
Measuring the
Effectiveness of
PR- PR tools and
techniques. PR and
Media Relations

PR consultancy:
Pros and Cons. Discussion on
opinion survey of
PR in Public and
Private

SRM 1 - 7.18 to 7.35

PPTI*

SRM 1 - 8.1 to 8.2

SRM 1 - 8.20 to 8.26
PPTI*

UNIT IV PUBLIC RELATIONS

www.businessdictionary.com/definition/public-relations.h
PPTI*
en.wikipedia.org/wiki/Public_relations
heidicohen.com/public-relations-definition
www.slideshare.net/bgangnon/public-relations-objectivesand-strategies
PPTI*
faculty.buffalostate.edu/smithrd/PR/goal.htm
www.uiowa.edu/~c019162/objectives.htm
www.slideshare.net/ravneet999/functions-activities-of-pr
SRM 2 - 365 to 367
www.voteforus.com/functionsofpublicrelations.html
PPTI*
www.csub.edu/~dsimmons2/com305/fourstepprocess.ppt
issuesinimc.wikispaces.com/PUBLIC+RELATIONS+PRO
CESS
publicrelatons1.blogspot.com/.../advantages-anddisadvantages-of-public...
PPTI*
https://www.bitesizepr.com/advantages-of-public-relations
http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/un
it12.htm
www.instituteforpr.org/wpcontent/.../2002_MeasuringPrograms.pdf
www.boundless.com ... Public Relations
www.ipr.org.uk/pr-tools-and-techniques.html
www.slideshare.net/.../different-tools-of-public-relations
PPTI*
www.fullcirc.com/rlc/commrelationstips.
canadabusiness.ca ... Promoting and advertising your
business
www.tangmac.com/.../media-relations-vs-public-relationswhats-the-diffe.
PPTI*
www.zeepedia.com/read.php?
public_relations_consultancy...public_relat...
www.marketingprofs.com/marketing/library/37/publicrelations

Enterprises.

23

24

PR- Research,
Evaluation,
CounsellingMarketing Public
Relations (MPR)
Structure of
Public Relations
Department.
Budgeting of PR.
PR Agencies- Case
Study

25

26

27

28

29

PPTI*

PPTI*

PPTI*

Publicity
-Introduction
Meaning
Objectives - Tools
Goals of Publicity
Scope of
PublicityImportance
of Publicity
Difference between
Marketing

PR and Publicity Social publicityWeb Publicity and

Social media
Publicity
Campaigns

Unit I university
Questions Revision

http://www.prfriend.com/research-in-public-relations/
http://www.marketresearch.mottmac.com/expertiseservices/sur
veys/
http://www.bmmagazine.co.uk/in-business/advice/21881/fiveprinciples-good-pr-campaign-evaluation/
http://www.impactpr.net/evaluating-pr-marketing-campaigns/
www.contentextra.com/publicrelations/files/.../PR_TopicGuid
e_2_2.pd
http://www.slideshare.net/stephan/budgeting-in-publicrelations
http://yashuaib.tripod.com/id14.html
www.thefreedictionary.com/PR+agency
perkettprsuasion.com/2013/04/.../what-does-a-publicrelations-agency-d.
www.agencyfinder.com/advertisers/public-relations-firmdefinition/
UNIT V PUBLICITY
SRM 2 - 256 , 257

PPTI*

PPTI*

PPTI*

Wiki.answers.com ... History History of the United States

cuclispr.com/pr.html
www.delmarlearning.com/companions/content/.../htmch18thir
ded.ppt
www.slideshare.net/.../chap17-public-relations-publicityand-corporatemarketinglord.blogspot.com/2012/06/importance-ofpublicity.html
janefriedman.com/2013/11/15/difference-marketingpublicity/
www.slideshare.net/.../whats-the-difference-betweenpublicity-and-publi...
businessmirror.com.ph/.../20396-what-is-the-differencebetween-publicit.
kps3.com/thots/publicity-vs-public-relations
www.websitepublicity.com/
en.wikipedia.org/wiki/Social_media
www.socialmediatoday.com/
articles.bplans.co.uk/marketing-a-business/publicitycampaigns.../302
Discussion

30

Unit II university
Questions Revision
Unit III university
Questions Revision
Unit IV university
Questions Revision
Unit V university
Questions Revision
General Questions
Discussion
Case Study

Discussion

PPTI* - Power Point Presentation

Assignments Preparation
Assignments will be individual assignments. Topics are given in the schedule.
The length of written assignment should not exceed 04 pages (A-4 size) with 1.5 space
writing.
It must include a face-sheet with desirable information.
Assignment Topics
Assignment Topic
Coverage
Unit 1

Title

Unit 2

Outdoor advertising is increasing in many countries. Is this a

good thing? What products do you think are suitable for
outdoor advertising?
Walmart Background & features.

Unit 3

Segmentation, Targeting And Positioning - Britannia

Unit 4

Compare top 3 smart phones and explain their competitive

advantages.
Do you think Rasna has best promotional tools? Justify

Unit 5

Submission
Date
24/08/2015
03/09/2015
18/09/2015
06/10/2015
13/10/2015

Rules and Regulations for Assignment

Students are advised to produce original piece of work and to strictly avoid plagiarism. It
is a critical offence to plagiarize material. This facilitator has a zero tolerance policy. No excuses
on this one! All assistance received or references obtained from others should be documented in
accordance with ethical reporting practice. Proper formatting of references will be carefully
examined.
Code of Conduct:
Any form of cheating, plagiarism, impersonation, falsification of a document as well as
any other form of dishonest behavior related to the obtaining of academic gain or the avoidance
of evaluative exercises committed by a student is judged as an academic offence.
Internal Assessment Tests Dates and Portions

TEST
IA Test 1

Date

Portions
Unit 1 and Unit 2

IA Test 2

Remaining Unit 2 ,Unit 3, unit 4

Model

Units 5

Important Information:
1. Students are required to be present in class at scheduled time.
2. They must carry their subject note book and lesson plan to the class.
3. If a student fails to attend the class within 05 minutes of its scheduled time, he will be
marked absent.
4. Students are required to take consent from the course faculty for any kind of permission.
Learning Resources:
S.No Resources
1
Text
Books

Reference
Books

Suppleme
ntary
Reading
Material

Websites

1.
2.
3.
4.

Particulars
1. George E Belch and Michel A Belch , Advertising & Promotion,
Tata McGraw Hill, 7th edition, 2010
2. Wells,Moriarty & Burnett, Advertising, Principles & Practice,
Pearson Education 7th Edition, 2007.
3. Kenneth Clow. Donald Baack, Integrated Adverttisements,
Promotion and Marketing Communication, Prentice Hall of India,
New Delhi, 2003
1. S. H. H. Kazmi and Satish K Batra, Advertising & Sales Promotion,
Excel Books, New Delhi, 2001.
2. Julian Cummings, Sales Promotion, Kogan Page, London 1998.
3. E.Betch and Michael, Advertising and Promotion, McGraw Hill,
2003.
4. Jaishri Jefhwaney, Advertising Management, Oxford, 2008.
1. E. Gnanasekaran, Advertising and Sales Promotions, 2nd Edition
2013
2. Rustom S Davar, Sohrab R Davar , Nusli R Davar, Salesmanship
and Publicity, 16th 2008.
3. K S Chandrasekar , Marketing Management Text and Cases Mc
Graw Hill
4. V S Ramaswamy , S Namakumari , Marketing Management, 4th
Edition 2009 ,
http://www.enotesmba.com/2013/01/marketing-managementnotes.html.
http://www.slideshare.net/BabasabPatil/marketing-management-fullnotes-mba-11624923
http://www.academia.edu/1451476/MARKETING_MANAGEMENT_
BOOK_1ST_SEM_MBA
http://www.freemba.in/substream.php?
stcode=1&stname=Marketing_Management

Journals

1. Journal of Services Marketing.

2. Journal of Marketing
3. Journal of Marketing Research
4. Harvard Business Review,

5. Sloan Management Review

6. Marketing Science
7. Management Science
8. Journal of Consumer Marketing
6

Videos

1.
2.
3.
4.
5.
6.
7.
8.

http://www.youtube.com/watch?v=sR-qL7QdVZQ
http://www.youtube.com/watch?v=fjdVCxn67Yc
http://www.youtube.com/watch?v=1MM5zOjeOuA
http://www.youtube.com/watch?v=0ZW0SFwYjw8
http://www.youtube.com/watch?v=luEQUFWJ6oY
http://www.youtube.com/watch?v=H-RaxV2as8s
http://www.youtube.com/watch?v=mhbAuWeMRwQ
http://www.youtube.com/watch?v=H8aZr-Ula1w

COURSE FACILITATOR

PRINCIPAL/DIRECTOR

MD