Integrated Marketing Communications

Paper Code: 
EMM 522
Credits: 
60
Contact Hours: 
12.00
Objective: 

The objective of this course is to develop the understanding about the marketing communication tools and implement them in designing strategies

12.00
Unit I: 

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

12.00
Unit II: 

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

12.00
Unit III: 

IMC Promotional Tools-I
Personal Selling, Sales Promotions-Trade Promotions and Consumer Promotions, Web Advertising
 

12.00
Unit IV: 

IMC Promotional Tools-II
Direct Marketing,  Event Marketing, Public Relations, Unconventional Promotional Media
 

12.00
Unit V: 

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

References: 

Text Book:

  1. George E. Belch & Michael A. Belch: Advertising & Promotions, An Integrated Marketing Communications Perspective, Tata McGraw Hill.

Other readings:

  1. Clow Kenneth E, Baack Donald: Integrated Advertising, Promotion and Marketing Communications, Prentice Hall of India Pvt. Ltd.
  2. Kruti Shah, Alan D. Souza, Advertising & Promotions: An IMC Perspective, Tata McGraw Hill.
  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