Integrated Marketing Communications (IMC) (MBA II) |
There would be a group project to be completed by the participants with interim deliverables. This project is so designed to internalise the various concepts and tools discussed in class and in your contexts. The project would also give an appreciation of the contextuality of various products, markets and market segments. What works for one , may not for the other and therefore judging and assessing what methods/tools to use could be a key to learning and implementing IMC. More details on the project would be given in class.
SESSION PLAN
| Session | Topic | Session learnings | Readings | Case |
| 1 | Introduction to IMC | 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 | 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 | Segmentation and Positioning | 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 | Communication Models, Streams of Advertising Research and its applications | Chapter 5 - Batra | |
| 5&6 | Attention and Comprehension | Getting attention, Zipping and zapping, Forming perceptions and attitudes, theories governing comprehension, Weber's Law | Chapters 7 &8 - Batra | |
| 7 | Impact of Affect | 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 | Brand building, building brand equity, brand personality | Chapter 2 - Clow & Baack The light of Day Blood, beer and brand equity | |
| 10 | Creative Approaches | Creative approaches to advertising. When and how to use it? | Chapter 6 & 7 - Clow & Baack | |
| 11 | Selecting Agencies | 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 | Industrial Advertising | The specialities of Industrial advertising,Differences between industrial and consumer advertising | Industrial Advertising | |
| 13&14 | Media | 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 | Sales Promotion | 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 | "It matters to me" |
| 16 | Public Relations | Objectives of PR, What PR can and cannot do, PR as part of an IMC programme | Chapter 12 - Clow & Baack Public Relations | |
| 17 | Digital Communications | Digital culture, principles of Digital marketng, types of digital users, use of websites and website designing,IDM Models |  | |
| 18 | Advertising Legislation | 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 | | |
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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 shall 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
For the project/assignment, groups would be made and any member of the group would be invited to present the project results in class. Attendance of the entire class is compulsory on group presentation days. Groups presenting are expected to be in formals.
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
MAPPING COURSE LEARNING OUTCOMES (CLOs) WITH PROGRAMME LEARNING GOALS (PLGs)
Addressed by Course
| PLGs | Programme Learning Goal | Trait | Addressed by course | |
| 1 | Functional and Business Skills | The students would demonstrate understanding of elements of all functional areas | YES | |
| 2 | Analytical Skills | The students would use analytical techniques to identify a business problem and suggest a solution | YES | |
| 3 | Collaboration and Teamwork Attributes | The students would exhibit voluntary cooperation and effective teamwork in a group setting | YES | |
| 4 | Ethical Responsibility | The students would understand the ethical complexities of conducting business. The students would adopt techniques in scenarios involving ethical dilemmas and offer resolution. | YES | |
| 5 | Communication | The students would produce reasonably good quality business docuents. The students would become effectie and confident communicators | YES | |
Defining the Advertising Objectives
Three Basic Principles in Campaign Planning
10 Principles of Good Brand Advertising
How much to spend on Advertising
The Role of the Advertising Agency
Getting the best out of your ad agency
Books
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| Integrated Advertising Promotion, and Marketing Communications Advertising Management | Clow and Baack Batra, Myers and Aaker |
| Advertising Management When Ads work | Aaker, Batra & Myers John Philip Jones |
| Advertising - What it is and how to do Positioning Brand Equity Planning for Power Advertising | Roderick White Al Ries and Jack Trout David Aaker Anand Halve |