Scribd
Upload
123 views2 pages

Something Something

Tell me something meri jaan, kar le humse ek baar, pyaar ki meethi baatein chaar, tell me tell me...oooooohh tell me tell me

Uploaded by

Rohit Kishore
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
123 views2 pages

Something Something

Tell me something meri jaan, kar le humse ek baar, pyaar ki meethi baatein chaar, tell me tell me...oooooohh tell me tell me

Uploaded by

Rohit Kishore
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 2

Integrated Marketing Communications

Course Outline
Instructor: Dr. Keyoor Purani
Course Title
Instructor(s)
Course credit
Total No. of Sessions
Session Duration
Term
Year

Integrated Marketing Communication


Dr. Keyoor Purani
3
30
60 minutes
V
PGP-II, 2016-17

Introduction
Brands have learnt that the ability to communicate effectively and efficiently with their targetaudiences is
critical to their success. At the same time, management of marketing communications andcreating brand
differentiation is becoming all the more challenging as the environment is changingrapidly. In last over 2 and a
half decades, technology has made major changes in the media landscape creating newer opportunities and
challenges for brands to communicate effectively with their audiences.
For decades, communication business was dominated by large, fullservice advertising agencies
largelychurning our beautiful advertising in newspapers, magazines and television. However, in todays
world,there are a myriad of media outlets and companies are moving away from traditional media and
arespending more in specialized media. Emergence of new media, large format retailing, and strongerlocalized
brands have seen an increase in emphasis given to non mass media communication tools. Also,the focus is
slowly shifting towards other ways of communicating such as Internet, Direct marketing,Public Relations,
Product Placements, Social Media etc.
This course focuses on planning and decision making issues with regard to traditional communicationtools
such as advertising and sales promotions along with managing emerging communication tools.

Objectives and scope


To develop an understanding of role of various marketing communication tools in brand management and
appreciate the concept of IMC.
To understand decision variables and conceptual frameworks involved in managing advertising and other
marketing communications tools.
To examine role of advertising/ external communication agency and processes of their selection and
review to organize and implement communication plans and decisions.

Pedagogy &Special Instructions (if any)


Primary learning method for the course would be case analysis and discussions
Cases would be made available in a course pack in advance before the course begins or individually before
the respective classes. Students must read the cases and text book chapters as pre class preparation.
Students are required to submit their case analysis/ answers to assignment questions (in groups)
electronically before the each case class.
Project guideline would be provided separately.

Session Plan
Session
1-2
3-4
5-6
7-8
9-10
11-12
13-14
15-16
17-18

19-20
21-22
23-24
25-26
27-28
29-30

Topics

Readings

IMC Concept, Function and Tools


Advertising Management: Role of Research in
Advertising, Advertising Planning Frameworks
Advertising Campaign Development Process:
Message Strategy
Creative Brief, Executions and Evaluating Creative
Advertising CampaignDevelopment Process: Copy
Testing& Measurement, Organizing Advertising
Media Planning & Strategy
Media Planning & Strategy
Interactive marketing and Web advertising
Sales Promotion Management:
Sales Promotions Planning, Measuring
effectiveness of Sales Promotion
Promotional Resource Allocation
Direct Marketing Management
Planning a DM campaign
Public Relations Management
Planning a PR campaign
Social Media & Brands
Viral Marketing
International Marketing & Cross cultural
Communications: Interaction with Practitioner

Cases

BBP Ch. 1,2


BBP Ch. 5,6
BBP Ch. 7,8

Gillette: Dry Idea (A)

BBP Ch. 9
BBP Ch. 19
BBP Ch. 3
BBP Ch. 11,12
BBP Ch. 10, 15

Mountain Dew
Gillette: Dry Idea (B)
To Be distributed Later

BBP Ch. 16

Benecol Spread
Air France
Giant Consumer Products

Reliance Baking soda


BBP Ch. 14
BBP Ch. 17

Now, a word from our


Sponsors
United Breaks Guitar
Ford Fiesta

BBP Ch. 20

Text Book
Advertising and Promotion: An Integrated Marketing Communications Perspective, George Belch, Michael
Belch, Keyoor Purani, McGrawHill Education, 9th Edition (Special Indian Edition), 2013, ISBN: 978-1-25902685-0

Additional Readings
Duncan, Tom; Advertising & IMC, Tata McGrawhill, New Delhi
Would be made available from time to time on course management system/ virtual classroom

Evaluation Scheme
Component
Class Participation (Individual)
Case Assignments (Group)

Weightage (%)
15
10

Quizzes

20

End Term Exam (Individual)

40

Project (Group)

15

Evaluation Emphasis
Ability to analyze the
information, take decisions and
communicate
Knowledge of concepts,
vocabulary, frameworks & tools
Application of concepts to solve
managerial problems
Collect information, Analyze and
develop integrated plans, Team
work

You might also like