Integrated Marketing Communications

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

Course outcomes

Learning and teaching strategies

Assessment

Strategies

On completion of this course, the students will be able to;

 

CO 83.Analyze the key terms, definitions, and concepts used in integrated marketingcommunications

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/onlinemarketing.

CO 88.Organize the nature of IMC and

describe its environment

Approach in teaching: Interactive Lectures,Group Discussion, Tutorials, Case Study

 

 

 

Learning activitiesfor the students: Self- learning assignments, presentations

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

 

12.00
Unit I: 

Introduction to Integrated Marketing Communications:

Concept of Integrated Marketing Communications (IMC), Importance, Communication Objectives, IMC Process

12.00
Unit II: 

Promotion Mix:

Promotional Tools –Advertising, Sales Promotion, Direct Marketing, Public Relations & Publicity and Personal Selling

12.00
Unit III: 

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 IV: 

Direct Marketing – Personalized and Interactive Communication:Objectives a of Direct Marketing, Components and Types of DirectMarketing Tools
Public Relations : Definition, Need and Objectives of PublicRelations, 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

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.

Essential Readings: 

• Integrated Marketing Communications – Kenneth Blown & Donald BachPHI,2002.
• Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw HillPublishing 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

References: 

• Marketing Management, Kotler, P., Pearson Education India; Fifteenth edition (1 January 2015)
• Advertising and Sales Promotion, Jain,T.K., Garima Publications 2019
• Advertising and Promotion : An Integrated Marketing, Belch,George E, McGraw-Hill Education; 9th edition (16 August 2011)

Academic Year: 
2022-2023
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