Title of the Course: INTEGRATED MARKETING COMMUNICATIONS

Type: Elective
Course Code 16MBAMM402
No of Hours per week
Theory Practical/Field Total teaching
Total/Week
(Lecture Class) Work/Allied Activities hours
04 01 05 52
Marks
Internal Assessment Examination Total Credits
20 80 100

Aim/Objective of the Course:

This subject is taught as one of the marketing topic. In this subject, the students will learn about
topics on Communication, IMC process, Advertising agents, Advertising Budgets, media
planning, media control, various methods used for evaluation, Pre-testing, Post testing.
International advertising, Decision areas in international Advertising. This subject provides the
insights about importance of the communication and its promotional tool for the success of the
company and also helps to take proper steps and control over its promotional tools for achieving
its company’s objectives/goals.
Course Learning Outcomes: Bloom’s
After completing the course, the students will be able to, Taxonomy
1. Explain the basic concepts of IMC
2. Explain various advertising agency and its criteria for selecting & Kn: Knowledge
evaluation of agency Cm:
3. Explain briefly advertising objectives & budgeting methods. Comprehension
4. Explain briefly the concept of Media planning, Media strategy, direct Ap: Application
marketing, Promotion, PR/Publicity. An: Analysis
5. Explain the Effectiveness of marketing communications & various Sy: Synthesis
methods used for monitoring, evaluation, Pre-testing, and Post Ev: Evaluation
testing method.
6. Explain the emerging trends in advertising in global environment &
case study
Detailed Syllabus:
Module 1: Role of IMC in marketing process: IMC planning model, Marketing 10 Hours
and promotion process model. Communication process, steps involved in
developing IMC programme, Effectiveness of marketing communications Purpose,
Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in
various stages of PLC
LO: after completion of the chapter student will be able to
 List out the purpose ,role and function of IMC
 Explain the various steps involved in developing IMC programme
 Explain the Advertising appeal in various stages of PLC
 Differentiate between Advertising Vs Marketing mix
  Explain the various types of advertising

Module-2: Advertising Agency: Type of agencies, Services offered by various

agencies, Criteria for selecting the agencies and evaluation. Advertising objectives
and Budgeting: Goal setting – DAGMAR approach, various budgeting Methods
used.
LO: after completion of the chapter student will be able to
 Define advertising agency.
 Explain various types of Ad agency. 8 Hours
 Identify the various services offered by advertising agency
 Determine the various Criteria for selecting the agencies and evaluation.
 Define budgeting .What are the objectives of advertising?
 Explain various budgeting methods
 Explain the concept of DAGMAR approach.
Module-3: Media planning: Developing Media plan, Problems encountered,
Media Evaluation-Print, Broadcast media, Support media in advertising. Media
strategy: Creativity, Elements of creative strategies and its implementation,
Importance of Headline and body copy.
LO: after completion of the chapter student will be able to
 Define media planning
 List out the Problems encountered in media planning
 Explain briefly process of developing Media plan,
 List out the needs & roles of creativity in advertising
 Define advertising copy & give the elements of advertising copy
 Explain briefly types of advertising copy
Module-4: Direct Marketing: Features, Functions, Growth,
Advantages/Disadvantages, And Direct Marketing Strategies. Promotion: Meaning,
Importance, tools used, Conventional/unconventional, drawbacks, push pull
strategies, Co-operative advertising, Integration with advertising and publicity
Public relation/ Publicity:- Meaning, Objectives, tools of public relations, Public
relation strategies, Goals of publicity, Corporate Advertising – Role, Types,
Limitations, PR Vs Publicity.
LO: after completion of the module student will be able to 08 Hours
 Define Direct Marketing? List out the Features & Functions of it.
 Differentiate b/w advertising & direct marketing
 Explain briefly sales promotion tools/vehicles
 Define corporate advertising? What is the functions/role of corporate
advertising?
 Define public relation? List out its objectives and tools of it. Explain
various public relation strategies
Module-5: Monitoring, Evaluation and control: Measurement in advertising,
various methods used for evaluation, Pre-testing, Post testing.
LO: after completion of the module student will be able to
08 Hours
 Define Advertising Evaluation.
 List out the Reasons to measure effectiveness and control
 Explain various methods of Pre-testing & Post testing.
Module-6:International Advertising: Global environment in advertising,
Decision areas in international advertising
LO: after completion of the module student will be able to
 Define International Advertising 10 Hours
 Explain various decision areas in international advertising.
 List the barriers to successful international advertising.
 Explain the special issues in Industrial selling.
Practical/Field Work Content
Study the IMC programs adopted by various colleges to students applying for an
MBA course? Is the tactic adopted by your college right? If no, what are your
Suggestions?
 Study the role of newspapers, radio, television, billboards, internet and other
Media in the marketing of mobiles. cold drinks, jeans, mobiles etc.
 Observe a marriage in your family and write about how you would ‘event
Manage’ it?
 Take an advertisement introducing a new product like soap, biscuit etc and
find the media in which it was advertised. Ask your friends if they can recall
this advertisement and the message. Analyse if they would or would not buy
the product on the basis of this advertisement? And why?
 Students can do a survey on effective media communications.
Text Books
 Advertising and Promotions IMC Perspectives: Belch and Belch, 9/e, Tata McGraw
Hill,2012.
 Advertising & Integrated Brand Promotion - O’Guinn, Allen, Semenik, Cenage Learning.
 Integrated Advertising, Promotion, and Marketing Communications, Clow, Baack,
3/e,Pearson Education, 2007.
 Integrated Marketing Communications – Niraj Kumar, HPH.
Reference Books
 Foundations of Advertising, Chynawalla & Sethia, HPH, 2007
 Advertising management - Rajeev Batra, John G Myers & Aaker, 5/e, PHI, 2007.
 Event marketing and management- Sanjaya Singh, Vikas Publication, 2003.
 Advertising Basics, Vilanilam, Varghese, Response BOOKS, 2007
 Advertising, Sangeeta Sharma &Raghuvir Singh, PHI, 2006.
Useful Websites
 http://www.icmrindia.org/case%20volumes/Case%20Studies%20in%20Marketing
%20Communications.htm
 http://iust.edu.sy/courses/clow_imc04_im_01.pdf
 http://www.pearsoned.ca/highered/divisions/virtual_tours/kotler/kotler_ch13.
 http://journal-archieves35.webs.com/124-133.
 http://www.johnstockmyer.com/enmu/452ch1.
Useful Journals
 Integrated marketing communication and promotion E-ISSN 2229-4686/ISSN 2231-
4172
 Olof Holm, (2006) "Integrated marketing communication: from tactics to strategy",
Corporate Communications: An International Journal, Vol. 11 Iss: 1, pp.23 - 33
Teaching and Learning Methods:
1. Lecture class: 04hrs
2. Self study:02hrs
3. Field visits/Group Discussions/Seminars: 02hrs
4. Practical classes:01hrs
Skill Mapping of Course:

Objectives Knowledge Comprehension Application Analysis Synthesis Evaluation

Obj-1 X
Obj-2 X
Obj-3 X
Obj-4 X
Obj-5 X
Obj-6 X X
Assessment:
Type of test/examination: Written examination
Class tests: 20 marks (Average of best two of total three tests will be considered)
Main examination: 80 marks (students have to answer all main questions)
Test duration: 1.5 hr
Examination duration: 3 hrs