Integrated Marketing Communications

Paper Code: 
MAM 223
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcomes

Learning and teaching strategies

Assessment

Strategies

On completion of this course, the students will be able to;

 

CO 1: Analyze the key terms, definitions, and concepts used in integrated marketing communications

CO 2: Know how various insights of IMC and how that fits into the marketing mix.

CO 3: Create an awareness of the connection between marketing communications tools, and how each can be used effectively- individually or in an integrated mix.

CO 4: Create a practical and real world application of the concept of IMC.

CO 5: Create deep knowledge about digital/onlinemarketing.

CO 6: Organize the  nature  of IMC and

describe its environment

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

 

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

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

 

12.00
Unit I: 

Introduction to Integrated Marketing Communications:

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

 

 

12.00
Unit II: 

Promotion Mix:

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

 

12.00
Unit III: 

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 – 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

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: 
Essential readings:
  • Integrated Marketing Communications – Kenneth Blown & Donald BachPHI,2002.
  • Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw HillPublishing 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

 

Suggested readings
  • Marketing Management, Kotler, P., Pearson Education India; Fifteenth edition (1 January 2015)
  • 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)

 

References: 
E resources

 

Journals
  • Gyan Management
  • Indian Journal of Marketing

 

Academic Year: 
2023-2024
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