Integrated Marketing Communications

Paper Code: 
MAM 226
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

  1. To give students in depth knowledge of various elements integrated marketing communications.

 

Course Outcomes (COs):

Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code-

Paper Title

CO 71.Apply the key terms, definitions, and concepts used in integrated marketing communications

CO 72.Know how various insights of IMC and how that fits into the marketing mix.

CO 73.Develop an awareness of the connection between marketing communications tools, and how each can be used effectively- individually or in an integrated mix.

CO 74.Obtain a practical and real world application of the concept of IMC.

CO 75. Imbibe deep knowledge about digital/online marketing.

 

 

 

 

 

 

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

MAM 226

 

 

Integrated

Marketing

Communication

 

12.00
Unit I: 
Introduction to Integrated Marketing Communications:

Introduction to Integrated Marketing Communications: Concept of Integrated Marketing Communications (IMC), Importance, Communication Objectives, IMC Process
Promotion Mix:Promotional Tools – Advertising, Sales Promotion, Direct Marketing, Public Relations & Publicity and Personal Selling

12.00
Unit II: 
Consumer Sales Promotion

Consumer Sales Promotion: Concept of Sales promotion, Objectives and Importance of Sales Promotion, Types of Sales – Promotion Tools
Trade Promotions: Trade Promotions – Goals&Objectives Types of Trade Promotion Tools.

12.00
Unit III: 
Personal Selling and Direct Marketing

Personal Selling and Direct Marketing: Introduction and Objectives of Personal Selling, Personal Selling Strategies, CRM and Personal Selling, The Personal Selling Process,
Direct Marketing – Personalized and Interactive Communication: Objectives a of Direct Marketing, Components and Types of Direct Marketing Tools

12.00
Unit IV: 
Public Relations

Public Relations : Definition, Need and Objectives of Public Relations,Types of Public Relation Activities
Public Relations Activities:Social Marketing, Cause Related Marketing, Green Marketing and Pro – Environmental Activities, Event marketing.

12.00
Unit V: 
Digital Communication

Digital Communication :Meaning and Concept of Digital marketingContent Management,Use of Social Media : Social Media Mix, Social Media Optimization, (Facebook,Instagram, Word Press blog creation, Twitter marketing, LinkedIn Marketing)
Current Trends in digital Marketing.

Essential Readings: 

• Integrated Marketing Communications – Kenneth Blown & Donald Bach
PHI,2002.
• Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi 2003
• Integrated marketing communications –Tom Duncon-McGraw Hill Higher Education, 2010.
• Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication, 2006

Academic Year: 
2020-2021
  • Printer-friendly version
  • PDF version