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Course Title: Integrated Marketing Communications Course Code: MKTG 314 Course Level: UG Credit Units: THREE

This 3 credit course focuses on integrated marketing communications. The course objectives are to examine how marketing elements are coordinated, understand company IMC organization, and examine sales promotion programs. The course contains 5 modules that cover advertising, sales promotion, publicity, personal selling, and direct/online marketing. Student assessment includes a midterm, 2 projects, attendance, and a final exam. The course utilizes case studies, ads, and classroom discussions to teach IMC concepts and applications.

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187 views5 pages

Course Title: Integrated Marketing Communications Course Code: MKTG 314 Course Level: UG Credit Units: THREE

This 3 credit course focuses on integrated marketing communications. The course objectives are to examine how marketing elements are coordinated, understand company IMC organization, and examine sales promotion programs. The course contains 5 modules that cover advertising, sales promotion, publicity, personal selling, and direct/online marketing. Student assessment includes a midterm, 2 projects, attendance, and a final exam. The course utilizes case studies, ads, and classroom discussions to teach IMC concepts and applications.

Uploaded by

shashwat shukla
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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UTTAR PRADESH

L T P/S SW/F No. of TOTAL


Course Title: INTEGRATED MARKETING COMMUNICATIONS W PSDA CREDIT
UNITS
Course Code: MKTG 314
Course Level: UG 2 0 0 2 2 3

Credit Units: THREE

Course Objectives:

This course deals with all the tools of Integrated Marketing Communications. It has the following objectives:

• To examine how various marketing and promotional elements must be coordinated to communicate effectively.
• To understand how companies, organize for advertising and other aspects of integrated marketing communications.
• To enable the students to examine the various objectives of the sales promotion programs.
• To recognize the roles of public relations and publicity and corporate advertising in the promotional mix
• To determine the scope and effectiveness of direct & digital marketing
Prerequisites:

The student opting for this course should have successfully completed the course Marketing Management. Students should have the
basic knowledge of marketing concepts like segmentation, targeting & positioning, Marketing mix and advertising & sales promotion.

Student Learning Outcomes:

After learning this course students’ will be able to:

CLO1 Analyze all forms of IMC strategies for the underlying strategic and tactical objectives
CLO2 Assess and evaluate different forms of IMC tools and strategy for functional relevance
CLO3 Demonstrate high level of understanding and application of the theoretical and managerial approaches to IMC.
CLO4 Demonstrate functional proficiency in synthesizing and evaluating IMC strategies and tactics aligned with Industry 4.0.

Course Contents/Syllabus:
Weightage (%)
Module I Integrated Marketing Communication
• Role of Promotion in Marketing Mix. 25%
• IMC: Concept, Evolution, Importance
• Tools of IMC: The Promotional Mix
• Role of IMC in the Marketing Process
• The Promotion Industry: Marketers, Agencies, and Media Organizations
• IMC Planning and Strategy

Module II Advertising and Sales Promotion


• Advertising: Definition & Importance 25%
• Functions and Objectives of Advertising
• Search Engine Advertising:
• Social and Economic aspects of Advertising
• Role of Advertisement Agencies
• Advertising Appeals
• Message development and creativity
• Sales Promotion: Concept and its Role
• Sales Promotion Tools

Module III Publicity and Public Relations


• Introduction: Concept, Role, Scope 15%
• PR Publications & Events
• Crisis Management in PR
• Marketing PR – Planning, Implementation, Evaluation (Online and Offline)
• Role of Opinion Leader

Module IV Personal Selling


• Introduction: Concept, Role, Benefits 15%
• Major Steps in Effective Selling
• Principles of Personal Selling, Sales Professionalism, Negotiation, Relationship Marketing,

Module V Direct and Online Marketing


• Direct Marketing: Concept 20%
• Tools of Direct Marketing
• Online Promotion Techniques
• Search Ads/PPC/SEM
• Display Advertising
• Youtube Advertising
• Mobile Marketing:

Pedagogy for Course Delivery:

The class will be taught using a mix of theory and the case method. In addition to assigning the case studies, the course instructor will
spend considerable time helping the students understand the concept of integrated marketing communication and the relative
importance of its tools. On the other hand, the instructor will also engage students in mastering the creative aspects. Television
Commercials and print advertisements will be used for classroom sessions. Students’ are required to participate in classroom
discussions’, projects and presentations.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

40% NA 60%

Theory Assessment (L&T):


Continuous Assessment/Internal Assessment End Term Examination

Components (Drop
down)
Mid-Term Exam PSDA I PSDA II Attendance

Weightage (%)

10% 10% 15% 5% 60%


Text & References:

• Belch & Belch, 2004, Advertising and Promotion, An Integrated Approach, McGraw Hill
• Duncan, Tom, IMC: using Advertising , Tata McGraw Hill
• Clow, K. & Baack, D., Integrated Advertising and Promotion and Marketing
• Shah Kruti, D’Souza Alan, (2011), Advertising and Promotions An IMC Perspective, Tata McGraw Hill Education Private Limited
• Wells W.D, Burnett J, & Moriarty S. (2009), Advertising Principles and Practice, Pearson Higher Education
• Digital Marketing, Seema Gupta, McGraw Hill

Journals

• International Journal of Advertising


• Journal of Advertising Research
• Journal of Advertising

Websites:

• exchange4media.com
• afaqs.com
• adage.com
• economictimes.com – Brand Equity feature
• businessstandard.com the Strategy feature

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