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Course Outline IMC & DM 2021

The document outlines a course on Integrated Marketing Communication and Digital Marketing, including course objectives to develop concepts and impart skills for applying marketing strategies incorporating advertising, sales promotion, and digital marketing tools. The course will cover topics such as understanding consumers, developing advertising strategies, promotional tools, digital marketing, and media planning through lectures, cases, exercises and projects evaluated through class participation, quizzes, presentations and exams.

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Abhishek Mishra
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77 views3 pages

Course Outline IMC & DM 2021

The document outlines a course on Integrated Marketing Communication and Digital Marketing, including course objectives to develop concepts and impart skills for applying marketing strategies incorporating advertising, sales promotion, and digital marketing tools. The course will cover topics such as understanding consumers, developing advertising strategies, promotional tools, digital marketing, and media planning through lectures, cases, exercises and projects evaluated through class participation, quizzes, presentations and exams.

Uploaded by

Abhishek Mishra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Gautam Buddha University School of Management

Greater Noida
Master in Business Administration & Integrated MBA Programmes
Course-Outline for Integrated Marketing Communication and Digital Marketing - MB

Instructor: Dr. Subhojit Banerjee Year/Sem: 2021-22, Fourth


Email: subhojit@gbu.ac.in Phone: 6162
Department: Business Management Credit: 2
Sessions: 30 Each Session: 60 Minutes

The emerging era is the era of digitalization and internet technology. Distinction between what is “real”
and what is “virtual” is diminishing with each passing day. Marketing as a discipline is also not
untouched by these changes. Marketing practices are fast adopting themselves to these changes and
marketing strategies are no more limited to the conventional 4P’s. The course is structured to provide a
foundation in Advertising and Sales Promotion alongwith Digital Marketing through an Integrated
Market Approach. This course is intended to teach the foundations in advertising and also to provide a
mental framework of the processes and dynamics underlying Advertising and promotion as a tool in the
formulation of Marketing Strategy. The course intends to take a close look at the economic and social
implications of advertising planning, budgeting, effectiveness, industrial and institutional advertising and
the future of advertising in India and other developing nations.

Course Objectives
Advertising and Digital Marketing in the last few decades has come a long way, from merely informing
the prospect of the availability of the products and services to a skillful strategy in marketing to making
brands an extension of people’s attitudes and personality. The course is designed to meet the needs of
management students specializing in Marketing. The course aims at developing concepts and imparting
skill for future applications as marketing-managers. The course has a wide coverage ranging from
advertising in the socio-economic and cultural context, its futuristic aspects, its practical applicability and
most importantly its'Indian Touch'.

Course Outcomes
After completion of the course, a student can expect the following outcomes:
1. Understand the concept of IMC and Digital Marketing alongwith its important constituents
2. Conceptualize about ‘big idea development’ and explain the stages of creative process in
advertising, including creative controlling and creative approvals.
3. Understand Digital marketing tools and techniques like Search Engine Optimization and Digital
Analytics.
4. To develop an understanding on the role of advertising in Promotion and Brand Building

Pedagogy
The pedagogy will consist of lectures, seminars, group work, cases, self study of the modules and
discussion. Group exercises can be Cases, Simulation, Presentations, Online projects etc.

Evaluation Scheme
Regularity and Class Participation 05 Marks

Pg 1
Quizzes and Presentation 05 Marks
Group Exercise 15 Marks
Mid-Semester Exams 15 Marks
End-Semester Exams 70 Marks
Readings
R1 Hackley Christopher and Kitchen Philip (2010), IMC: A Consumer Psychological Perspective,
Marketing Intelligence & Planning Vol 16 No3 pp 229–235
R2 Damnjanovic Vesna, , Filipović Vinka, Janicic Radmila (2012), The Planning Process Of
Integrated Marketing Communication, International Scientific Days, "Competitivness In
The EU –Challenge For The V4 Countries", Pp 443
R3 Hackley Chris(2013) , ‘From Consumer insight to Marketing Strategy’, Marketing Intelligence &
Planning Vol 21 No7 pp 446-452
R4 (a) Case : Marketing Films, ICMR, (2010) (b) Case: Why Employees can Wreck a promotional
Campaign HBR (2010)
R5 Preston Chris (2012), Advertising to children and social responsibility, Source: Young
Consumers: Insight and Ideas for Responsible Marketers Volume: 6 Issue: 4
Text Book
T1. Shah Kruti, and Alen D (2010), Advertising and Promotions an IMC Perspective, The Mc-
Grawhill Company
T2. Gupta Seema (2020), Digital Marketing, McGraw Hill India.

Session-Plan
2 Credits (20 sessions in all with each session of 60 minutes)

No. Of Topics Reading


Sessions
2 UNIT 1: UNDERSTANDING INTEGRATED MARKETING
COMMUNICATIONS
1. An Introduction to Integrated Marketing Communications R 1, T1-
2. IMC as an Integral UNIT of Marketing Strategy Ch 1, 2
Group- Exercise
3 UNIT 2: THE IMC PROGRAM SITUATIONAL ANALYSIS
3. Understanding Consumer Behavior R2, T1-
4. Understanding the Communications Process Ch3,4
Group- Exercise
6 UNIT 3: ADVERTISING & OTHER PROMOTIONAL TOOLS
5. Advertising Strategy R3, T1 Ch
6. Finding the Big Idea 6,7,8, T2-
7. Creative Execution in Advertising Ch-
8. Sales Promotion, Direct Marketing ,Public Relations, Publicity and 2,34,5,6,7
Corporate Advertising
9. Unconventional Promotional Media (OOH), Display Advertising
,Search Engine Advertising, Social Media Marketing, Facebook
Marketing, LinkedIn, Twitter Marketing
Group- Exercise

3 UNIT 4: DIGITAL MARKETING


10. Introduction to Digital Marketing R4, T2-
11. Emerging Platforms- Mobile Marketing Ch1,
12. Search Engine Optimization 8,9,10

Pg 2
13. Emerging Platforms- Mobile Marketing
Group- Exercise
6 UNIT 5: MEDIA PLANNING AND STRATEGY
11. Developing the Media Plan R5, T2-
12. Promotion Objectives and Budget Determination Ch 11
13. Digital Analytics
14. Monitoring, Evaluation and Controlling Promotions
15. The Legal, Ethical and Economic Environments of Promotions
Group- Exercise

Case: Evaluation would be based on class discussion AND written case analysis. Hand-written case
analysis (maximum 3 pages) is due for each case, BEFORE the class in which we discuss that case.
Student shall not be evaluated for a case (zero out of 5 marks assigned to a case) if they do not submit the
hard copy of the written analysis before the case is discussed in class. Note that consumer behavior cases
focus on the customer and his or her motivations, thoughts, feelings, and behavior. Strategic analysis of
firm behavior must be linked to the individual consumer.
Group exercise:
Exercise shall be handed out in class. One week’s preparation time for participating in the exercise will be
given. Group exercise may include creative copywriting, video presentation of interviews, video collage
and script witing .

Suggested Readings
1. Jethwany Jaishri and Jain Shruti (2010), Advertising Management, Oxford University Press
2. Wells William, Moriarty Sandra and Burnett John,(2012) Advertising Principles and Practice, 9 th
Ed, Pearson Publiction
3. Shimp, Terence A (2013), ‘Advertising Promotion and Other Aspects of Integrated Marketing
Communications’, 9th Edition, South-Western Cenngage Publications
4. Arens William F., (2012), ‘Contemporary Advertising’, Special Indian Edition, TMH

Pg 3

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