Integrated Marketing Communication (Functional Electives Marketing)

Paper Code: 
MBM-522
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To equip participants with strategies, plan, and implementation of a multi-channel communications program in synergy with the other  marketing mix strategies.
  • To develop an understanding of the economic justifications for marketing communications
  • To sensitize the students to legal and ethical considerations in the formulation and the implementation of marketing communications strategy.
8.00
Unit I: 
Introduction to Integrated Marketing Communications

Role of IMC in Marketing Process, Promotion Mix and Integrated Marketing Communications Program, marketing communication planning procedure

8.00
Unit II: 
IMC Advertising Tools

Advertising objectives and planning, The advertising Agency, Creative Strategy- Types of Appeals, Message Strategies and Execution framework, Media Planning and Strategy.

8.00
Unit III: 
IMC Promotional Tools-I

Personal Selling, Sales Promotions-Trade Promotions and Consumer Promotions, Web Advertising

8.00
Unit IV: 
IMC Promotional Tools-II

Direct Marketing, Events & Experinces, Public Relations, Unconventional Promotional Media

8.00
Unit V: 
IMC Integration Tools

Implementation and Evaluation of Integrated Marketing Program, Legal and Ethical Considerations of Communication Strategies

Essential Readings: 
  • George E. Belch & Michael A. Belch: Advertising & Promotions, An Integrated Marketing Communications Perspective, Seventh EditionTata McGraw Hill 2010.
  • Kruti Shah, Alan D. Souza, Advertising & Promotions: An IMC Perspective, Tata McGraw Hill, 2009.
References: 
  1. Clow Kenneth E, Baack Donald: Integrated Advertising, Promotion and Marketing Communications, Prentice Hall of India Pvt. Ltd.
  2. SA Chunawalla, K.C.Sethia, Foundations of Advertising, Theory and Practice, Himalaya Publishing House,2010
  3. Aaker, David A., Myers John, G., and Batra, Rajiv: Advertising Management, Pearson Education.
  4. Russel, J. Thomas and Lane, Ronald: ‘Kleppner’s Advertising Procedure’, Pearson Education.
  5. Dunn, S. Watson and Barban, Arnold M: Advertising – Its Role in Modern Marketing, The Dryden Press
  6. S. H. H. Kazmi and S. K. Batra: Advertising and Sales Promotion, Excel Books
  7. John Philip Jones: How to Turn Advertising Expenses into Investments, Pearson Education.
  8. S N Murthy, U Bhojanna, Advertising-An IMC Perspective, Excel Books.