INTEGRATED MARKETING COMMUNICATION

Paper Code: 
24MAM323
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to develop and execute cohesive marketing communication strategies, leveraging various channels to achieve a unified brand message and organizational goals.

 

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course title

24MAM323

Integrated Marketing Communication (Theory)

CO283: Analyse the integrated marketing communication strategies  and the IMC process.

CO284: Create effective promotion mix strategies .

CO285: Assess sales promotion strategies by applying knowledge of sales promotion.

CO286: Evaluate the goals and tools of direct marketing and public relations.

CO287 Evaluate the scope of      digital   marketing   in context of current trends.

CO288: Contribute effectively

in course-specific interaction

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration

Learning activities for the students: Self- learning assignments, presentations, practical exercise

Class test, Semester end examinations, Quiz, Assignments, Presentation, Peer Review

 

12.00
Unit I: 
Introduction to Integrated Marketing Communications

Introduction to Integrated Marketing Communications:

Concept of Integrated Marketing Communications (IMC), Importance, Communication Objectives, IMC Process

 

12.00
Unit II: 
Promotion Mix

Promotion Mix: Promotional Tools –Advertising, Sales Promotion, Direct Marketing, Public Relations &Publicity and Personal Selling

 

12.00
Unit III: 
Consumer Sales Promotion

Consumer Sales Promotion Concept of Sales promotion, Objectives and Importance of Sales Promotion, Types of Sales – Promotion Tools

Trade Promotions: Trade Promotions – Goals & Objectives Types of Trade Promotion Tools

12.00
Unit IV: 
Direct Marketing and Public Relations

Direct Marketing – Personalized and Interactive Communication: Objectives a of Direct Marketing, Components and Types of Direct Marketing Tools

Public Relations : Definition, Need and Objectives of Public Relations, Types of Public Relation Activities

Public Relations Activities: Social Marketing, Cause Related Marketing, Green Marketing and Pro – Environmental Activities, Event marketing.

 

12.00
Unit V: 
Digital Communication

Digital Communication Meaning and Concept of Digital marketing Content Management, Use of Social Media : Social Media Mix, Social Media Optimization, (Facebook, Instagram, Twitter marketing, LinkedIn Marketing) Current Trends in digital Marketing.

*Case studies related to entire topics are to be taught. 

Essential Readings: 
  • Integrated Marketing Communications – Kenneth Blown & Donald BachPHI,2002.
  • Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi 2003
  • Integrated marketing communications –Tom Duncon-McGraw Hill Higher Education,2010.
  • Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication, 2006

 

References: 

Suggested readings

  • Marketing Management, Kotler, P., Pearson Education India; Fifteenth edition (1 January2015)
  • Advertising and Sales Promotion, Jain,T.K., Garima Publications 2019
  • Advertising and Promotion : An Integrated Marketing, Belch, George E,McGraw-Hill Education; 9th edition (16 August 2011)

E resources

Journals

  • Gyan Management
  • Indian Journal of Marketing

 

Academic Year: 
2024-2025
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