Integrated Marketing Communication

Integrated Marketing Communications ( EMBA 2021 - 2022)
Instructor: Prof. M. N. Tripathi
Room No.222, Telephone Ext.822
From outside: Direct Phone 6647822
e-mail - mnt@ximb.ac.in

COURSE OUTLINE

INTRODUCTION

To introduce students to the entire gamut of Marketing Communications and their concepts, theories, strategies, methods and tools with a view to enabling them to plan, create, implement and judge good marketing communications as well as to be familiar with all types of marketing communications in their role as advertisers and users. The course shall also give the participants a perspective of media and its strategic use in designing good IMC campaigns for any company.

LEARNING OBJECTIVES

Particpants after going through the course should be able to

a) understand and appreciate the concepts and tools for an IMC programme
b) appreciate the multiplicity of communication possibilities and the advatages and limitations of each communication route
c) understand and appreciate the media options available and to make best use of each
d) understand the legal and ethical implications in the communications area
e) understand the broad functioning of an advertising agency and what it can bring to the table

METHODOLOGY

1) There shall be 13 sessions of 1.5 hours each.

2) Pedagogy used would be lectures, discussions, presentations, audio-visuals and case studies.

3) It is expected that students would have studied the background readings and books given for each class before coming to class.

COURSE CONTENT

1) Perspectives on IMC and role of IMC in Marketing Strategy.
2) Advertising Planning and Decision Making.
3) Advertising Goals and Objectives
4) Communication Models and Advertising Research
5) Attention and Comprehension,Consumer Attitudes
6) Associated feelings
7) Media - Mix, Usage, Selection, Strategy
8) Sales Promotion.
9) Public Relations
10) Digital Communications
11) Evaluation of Advertising, Laws, Recent Trends.

SESSION PLAN

Session No.	To be covered	Readings	Case
1 & 2	Introduction to Marketing Communications, structure of the Advertising industry, Ethical and Social issues, the Role of the Brand manager	Chapters 1- Clow & Baack
3	The Role of Advertising, Advertising Objectives and Goals, Advertising Budgeting	Setting the objective Setting the Advertising Objective Setting Advertising Goals How much to spend on Advertising?
4	Communication Models, Streams of Advertising Research and its applications	Chapter 5 - Batra	Du Darfst
5	Getting attention, Zipping and zapping, Forming perceptions and attitudes, theories governing comprehension, Weber's Law	Chapters 7 &8 - Batra
6	The impact of Affect in advertising,Types and effects of 'Feeling' ads	Chapter 9 - Batra Back to Advertising Basics	Total Cereal
7	Creative approaches to advertising. When and how to use it?	Chapter 6 & 7 - Clow & Baack
8 & 9	Basics of media planning, media selection, media strategy and tactics, current trends in the indian media industry	Chapters 5 & 8 - Clow & Baack Size and Frequency
10 & 11	When and how to do SalesPromotion, Types of SP,Strategies for SP,Guideline for an effective SP campaign Objectives of PR, What PR can and cannot do, PR as part of an IMC programme	Chapter 9 & 10 - Clow & Baack Definition of Promotion Chapter 12 - Clow & Baack Public Relations
12	Digital Communications
13	Evaluation of advertising, laws and norms governing the advertising industry, code of advertising ethics,	Chaper 18 - Batra Chapter 15 - Clow & Baack

EVALUATION

Class participation	15%
Quizzes @15% two	30%
Project/Assignment	20%
End term	35%

ACADEMIC INTEGRITY

All participants are expected to attend classes regularly. Penalty for unauthorised absence from class shall be awarded as per the MoP for students

No advance notice may be given for the quizzes. It could be on the course material, readings and/ or a case analysis. Absence on quiz days shall entail loss of grade point weightage for the quiz. No requests for makeups is going to be entertained.

The project assigned would be an individual project and the output should reflect original and independent work.

Readings, text and cases for the classes are expected to have been studied before coming to class so that meaningful discussion can take place. Class participation marks shall be given on quality of participation.

LIST OF READINGS

TEXT BOOK

Integrated Advertising Promotion
and Marketing Communications Clow & Baack

ADDITIONAL READING

Marketing Management Philip Kotler
Advertising Management Batra, Myers, Aaker
Planning for Power Advertising Anand Bhaskar Halve
Principles of Advertising & IMC Tom Duncan
Selected Readings on special topics

MAGAZINES AND SUPPLEMENTS

Brand Equity
Business India
Business World
Business Today