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FRM Course Syl Lab Us

This course introduces students to integrated marketing communications (IMC). Through six units, students will learn to formulate creative strategies to address real-world issues, employ various communication elements, and craft IMC plans based on research. Key topics include the IMC planning process, creative strategy development, media planning, sales promotion, direct marketing, public relations, and measuring promotional effectiveness. The primary textbook is "Advertising and Promotions: An Integrated Marketing Communications Perspective" and references include additional books on advertising, promotions, and IMC.

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53 views1 page

FRM Course Syl Lab Us

This course introduces students to integrated marketing communications (IMC). Through six units, students will learn to formulate creative strategies to address real-world issues, employ various communication elements, and craft IMC plans based on research. Key topics include the IMC planning process, creative strategy development, media planning, sales promotion, direct marketing, public relations, and measuring promotional effectiveness. The primary textbook is "Advertising and Promotions: An Integrated Marketing Communications Perspective" and references include additional books on advertising, promotions, and IMC.

Uploaded by

shubham
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MKT695:INTEGRATED MARKETING COMMUNICATION

L:2 T:1 P:0 Credits:3

Course Outcomes: Through this course students should be able to

• formulate creative strategies in planning, designing, and executing communication mix to


address real world issues.

• employ and produce communication messages using various elements of the


communication mix
• construct IMC creative strategies and tactics, including digital & social media executions,
advertising, promotions, and public relations initiatives

• craft an oral and written integrated marketing communications plan based on primary and
secondary research

• apply the IMC planning process to ensure consistency of creative strategy

Unit I
Introduction to IMC : IMC planning process, IMC in the marketing process, role of IMC in branding,
promotional mix: the tools for IMC
Role of advertising agencies : participants in the IMC process, advertising departments under
centralized systems, specialized services
Unit II
IMC planning : communication objectives, promotional budget, examining consumer motivation,
basic model of communication, traditional response hierarchy models, message factors, message
structure, channel factors, sales versus communication objectives, DAGMAR approach
Unit III
Creative strategy : creativity process, planning creative strategy, creative strategy development,
creative tactics, client evaluation and approval of creative work
Media planning : media planning, media objectives, developing and implementing media strategies,
advertising appeals, advertising execution, evaluation of broadcast media, evaluation of print media
Unit IV
Sales promotion and support media : role of sales promotions, consumer oriented sales
promotion, trade oriented promotions, coordinating sales promotions and advertising, traditional
support media, outdoor advertising, alternative out-of-home media, in- store media, transit
advertising, promotional products marketing, in-flight advertising, non-traditional support media
Unit V
Direct marketing and public relations : role of direct marketing, evaluating direct marketing,
internet and interactive media, scope of personal selling, role of personal selling, developing a
database, direct marketing strategies and media, direct selling, combining personal selling with other
promotional tools
Unit VI
Measuring effectiveness of promotional program : measuring the effectiveness of program
elements, testing process
Social, legal issues of promotions : promotion ethics, social and ethical criticism, role of IMC in
promoting social issues, self-regulations, code of conduct in advertising, advertising standards council
of India (ASCI), economic effects of advertising

Text Books:

1. ADVERTISING AND PROMOTIONS: AN INTEGRATED MARKETING COMMUNICATIONS


PERSPECTIVE by GEORGE E BELCH, MICHAEL A BELCH & KEYOOR PURANI, MCGRAW HILL
EDUCATION
References:

1. ADVERTISING AND PROMOTIONS AN IMC PERSPECTIVE by KRUTI SHAH, ALAN D`SOUZA,


M.G.Hills

2. INTEGRATED ADVERTISING PROMOTION AND MARKETING COMMUNICATION by KENNETH E.


CLOW, DONALD E. BAACK, PEARSON

3. ADVERTISING PRINCIPLES AND PRACTICES by WILLIAM WELLS, SANDRA MORIARTY, JOHN


BURNETT, PEARSON

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