Imc - Syllabus 2p2d3s

Integrated Marketing Communication Subject code: 4003 Hours: 60 Work Load: 4 hrs/week Credit Points: 4 Objective: This course intends to provide the students: 1. An understanding of the decision processes in advertising and sales promotion from a marketer’s point of view 2. Analytical skills for dealing with advertising and promotion decisions 3. Information about the existing body of academic findings regarding the way advertising and communication works Pedagogy: Lectures, Case Study, Seminars, project

MODULE 1

MODULE 2

MODULE 3

Introduction: Advertising & careers in India Duration: The r, The advertising agency, and the (10hrs) recent trends Integrated marketing communications: Role of IMC in marketing Integrated marketing program situation analysis: Organizing for Advertising (advertising agency, types of advertising agencies), Marketing strategy & analysis, developing the marketing planning program. Communication Process Segmentation & positioning: Segmentation strategy, Developing segmentation strategy, Positioning strategies, determining the positioning strategy Objective setting and budgeting: Objective setting, value of objectives, sales v/s communication objectives communication effects pyramid, DAGMAR Approach for setting objectives & budgeting for IMC programsEstablishing objectives & budgeting For the promotional programs.

Duration (12hrs)

Duration: (10 hrs)

MODULE 4

Message strategy & tactics: Duration: Source, message, & channel factors, creative (20 hrs) strategy: planning & development, importance of creativity, the creative process, creative strategy development, implementation & evaluation of creative strategy Media strategy & tactics: An overview of media planning, Developing the media plan, establishing media objectives, developing & implementing media strategies

MODULE 5:

Introduction to IMC Elements: Duration: Direct Marketing, Internet/Interactive Marketing, (8 hrs) Sales Promotion, Publicity/Public Relations, Personnel Selling.

Course Text Book: Advertising & Promotion-By George E Belch & Michel A Belch)(TMH) 7th Edition Batra,Meyer & Aaker (Pearson publication)

Reference Books: 1.Advertising & Promotions, an IMC perspective. (By Kruti Shah & Alan D’souza (TMH) 1st edition.) 2.Advertising Management – By Wells,Burnelt & Moriarty- (Pearson publication) 3.Advertising & Sales Promotion –By SHH Kazmi & Satish K Batra (EB) 3rd Edition 4.ment-An IMC Perspective By S.N Murthy & U.Bhojanna (EB)

Websites: 1.www.exchange4media.com 2 www..tamindia.com 3 www..adex.com 4 www..adclubofindia.com 5.www.asci.org

Recommended Readings: 1Brandline (Business line) 2Brand Equity (ET)

3 Vikalpa published by IIMB

Recommended TV shows: 1.All About Ads (NDTV Profit) 2 Storyboard (CNBC TV18)