MBA –II Semester III

MM-302- Integrated Marketing Communication (IMC)

Course Faculty: Prof. Mitesh M Jayswal

Objectives:
The objectives of this course are:
1) To acquaint the students with essential concepts and techniques for the development and
designing of an effective Integrated Marketing Communication programme
2) To learn various communication tools and its effectiveness in contemporary time
3) Bring out creative ideas for effective marketing communication

Course Content:
The course will contain following modules.
Module Topics/ Sub topics Session Marks
No. s

1 An Introduction to Integrated Marketing 8 14

Communication (IMC):
Meaning and role of IMC in Marketing process, one voice communication
V/s IMC. Introduction to IMC tools – Advertising, sales promotion,
publicity, public relations, and event sponsorship; The role of advertising
agencies and other marketing organizations providing marketing services
and perspective on consumer behaviour

2 Understanding communication process: 8 14

Source, Message and channel factors, Communication response
hierarchy- AIDA model, Hierarchy of effect model, Innovation adoption
model, information processing model, The standard learning Hierarchy,
Attribution Hierarchy, and low involvement hierarchy Consumer
involvement- The Elaboration Likelihood (ELM) model, The Foote, Cone
and Belding (FCB) Model

3 Planning for Marketing Communication 8 14

(Marcom):
Establishing marcom Objectives and Budgeting for Promotional
Programmes-Setting communication objectives, Sales as marcom
objective, DAGMAR approach for setting ad objectives.
Budgeting for marcom-Factors influencing budget, Theoretical approach
to budgeting viz. Marginal analysis and Sales response curve, Method to
determine marcom budget.

4 Developing the Integrated Marketing Communication Programme: 8 14

Planning and development of creative marcom. Creative strategies in
advertising, sales promotion, publicity, event sponsorships etc. Creative
strategy in 8implementation and evaluation of marcom- Types of appeals
and execution styles. Media planning and selection decisions- steps

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 involved and information needed for media planning

5 Measuring Effectiveness and control of Promotional Programmes: 8 14

Meaning and importance of measuring communication effectiveness, The
testing process, measuring the effectiveness of their Promotional tools
and IMC.
The ethical, social, and legal aspects of advertising and promotion-, Social
Communication Different legislative and self regulatory codes controlling
advertising and promotions in India viz. advertising councils code, print
media codes, broadcasting media codes and regulations governing sales
promotion, packaging, direct marketing and internet marketing

Text Book
George Belch, Michael Belch & Keyoor Purani, Advertising & Promotion- An Integrated Marketing
Communications Perspective, TATA McGraw Hill, 7th Edition

Reference Books

 Jaishri Jethwaney & Shruti Jain, Advertising Management, Oxford, Latest Edition
 Kruti Shah and Alan D’Souza, Advertising & Promotions: An IMC perspective, TATA McGraw Hill,
Latest Edition
 Aakar, Batra and Myers, Advertising Management, Prentice, Latest Edition
 S H H Kazmi and Satish K Batra, Advertising & Promotions, Excel, Latest Edition
 Wells, Moriarty and Burnett, Advertising; Principles and Practice, Pearson, Latest Edition
 Terence A. Shimp Pub., Advertising & Promotion: An IMC approach, Cengage Learning, Latest
Edition

Magazines
Pitch, Brand Reporter, Impact, 4 Ps

Websites
www.agencyfaqs.com www.magindia.org
www.exchange4media.com www.ascionline.org
www.coloribus.com www.cooltext.com
www.medianewsline.com www.adage.com
www.adforum.com www.adweek.com
www.indiantelevision.com www.poptodaymag.com

Evaluation Scheme

University Mid-Semester Continuous Evaluation

Theory Exam (E) Test (M) Component: CEC (I)

Max. Passing Max. Passing Max. Passing

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 Marks Marks Marks Marks Marks Marks

70 35 30 15 50 25

The details of CEC are as under.

Sr. No Continuous Evaluation Components Nature of Activity Marks

(Individual/Group)

1 Participation in Case Analysis Individual 10

2 Case Presentation Group 10

3 Project Report Group 10

4 Quiz Individual 10

5 Attendance and Class Participation Individual 10

Project Report

It is a group project and students need do it in a group of three. The project report is divided in to t hree
parts.

In First part, a group needs to identify three advertisements (FMCG, Durable and Service, one from each
category). They need to do separate analysis of each of them. In analysis, a group needs to identify
target segment/segments, source, message/theme, appeal, and media vehicle for each of this
advertisement. A group needs to explain the relevance for the choice of each of this component by the
advertiser.

In second part, a group needs to select a product or service of their choice and need to develop a print
advertisement for the same. They need to explain about the message/theme, target segment, appeal,
source, and media vehicle of this advertisement with appropriate justification for their choice.

In third part, a group needs to identify any social issues and develops an advertisement for the same.
Selected advertisements from this part will be placed on institute’s corridor.

A group needs to submit first two parts as a single project in a hard copy with colour copy of selected
and developed advertisements in annexure. In case of television advertisement students can put a copy
of a story board or brief explanation about the advertisement.

A group also needs to approve each part of the project. The last date for this process for first part is on
or before 20th spetmber, 2010 and for second part on or before 6 th October, 2010. For third part and
final submission the dates will be announced after 6 th October, 2010.

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Assignment

A group also needs to develop a letter pad for Movie Club. The logo on the letter pad must be the
original work of the students. This assignment is considered as a part of class participation. The last date
for submission of this work is 7th September, 2010.

Case Study

A case study will be assigned to each group. A group is supposed to do a presentation on assigned case
study in a classroom. Parallel to this, the case will also be discussed and analyzed in the class.

The group members must remain same for the case presentation, assignment, and project report.

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