ASP: Root File (ExPGP)

Integrated Marketing Communications
PGP II, XLRI
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 participants 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. The entire course has been designed from an IMC user's perspective.

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 20 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) Positioning and Segmentation.
5) Attention and Comprehension,Consumer Attitudes.
6) Brand Equity, Image and Personality.
7) Media - Mix, Usage, Selection, Strategy.
8) How Advertising Works - Production.
9) Budgeting and Developing the Campaign.
10) The Agency Business.
11) Sales Promotion.
12) Public Relations.
13) Net Advertising.
14) Evaluation of Advertising, Laws, Recent Trends.

SESSION PLAN

Session	To be covered	Readings	Case
1	Introduction to Marketing Communications, structure of the Advertising industry, Ethical and Social issues, the Role of the Brand manager	Chapters 1- Clow & Baack
2	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?
3	Addressing Segments, Segmentation strategies, Reaching Target segments Positioning strategies, determining positioning stances	Chapter 4 - Clow & Baack Three basic principles in campaign planning	Du Darfst
4	Communication Models, Streams of Advertising Research and its applications	Chapter 5 - Batra
5&6	Getting attention, Zipping and zapping, Forming perceptions and attitudes, theories governing comprehension, Weber's Law	Chapters 7 &8 - Batra
7	The impact of Affect in advertising,Types and effects of 'Feeling' ads	Chapter 9 - Batra Back to Advertising Basics	Total Cereal
8&9	Brand building, building brand equity, brand personality	Chapter 2 - Clow & Baack The light of Day Blood, beer and brand equity
10	Creative approaches to advertising. When and how to use it?	Chapter 6 & 7 - Clow & Baack
11	Selection of advertising agency, agency operations, building relationships, agency compensation	Chapter 5 - Clow & Baack The Role of the advertising agency How to get the best out of your ad agency?	A&A Electric Ltd. of India
12	The specialities of Industrial advertising,Differences between industrial and consumer advertising	Industrial Advertising
13&14	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
15	When and how to do SalesPromotion, Types of SP,Strategies for SP,Guideline for an effective SP campaign	Chapter 9 & 10 - Clow & Baack Definition of Promotion	Trees Atlanta Crossroads
16	Objectives of PR, What PR can and cannot do, PR as part of an IMC programme	Chapter 12 - Clow & Baack Public Relations
17	Net Advertising
18	Evaluation of advertising, laws and norms governing the advertising industry, code of advertising ethics, Evaluation of an IMC program	Chaper 18 - Batra Chapter 15 - Clow & Baack
19 &20	Project presentations

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 a group 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 meaning ful discussion can take place. Class participation marks shall be given on quality of participation.

LIST OF READINGS

BOOKS

Integrated Advertising Promotion
and Marketing Communications Clow & Baack
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

READINGS IN ADVERTISING

Defining the Objective
Defining the Advertising Objectives
Defining Advertising Goals
Three Basic Principles of Campaign Planning
How much to spend on Advertisement
Size and Frequency
The Role of the Advertising Agency
Industrial Advertising
Definition of Promotion
Public Relations
Back to Advertising Basics
Advertising
The light of Day
Blood Beer and Brand Equity
Getting the best out of your agency

MAGAZINES AND SUPPLEMENTS

Brand Equity
Business India
Business World
Business Today