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Integrated Marketing Communications
Objective: To give students in depth knowledge of various elements integrated marketing communications.
Learning outcomes: On completion of this paper/course student should be able to-
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Course |
Course outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code- |
Paper Title |
CO 83.Analyze the key terms, definitions, and concepts used in integrated marketing communications CO 84.Know how various insights of IMC and how that fits into the marketing mix. CO 85.Create an awareness of the connection between marketing communications tools, and how each can be used effectively- individually or in an integrated mix. CO 86.Create a practical and real world application of the concept of IMC. CO 87.Create deep knowledge about digital/online marketing. CO 88.Organize the nature of IMC and describe its environment |
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 |
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MAM 226 |
Integrated Marketing Communication |
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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
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
Direct Marketing – Personalized and Interactive Communication: Objectives a of Direct Marketing, Components and Types of Direct Marketing Tools
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.
Digital Communication : Meaning and Concept of Digital marketing Content Management, Use of Social Media : Social Media Mix, Social Media Optimization, (Facebook, Instagram, Twitter marketing, LinkedIn Marketing) Current Trends in digital Marketing.
· 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
