Jharkhand University of Technology (JUT) Ranchi MBA SYLLABUS CUMPULSORY CORE COURSE 3"d SEMESTERJharkhand University of Technology Ranchi 3" SEMESTER (CCC) Integrated Marketing Communication (IMC) Paper Code: MBA_301 Total Credits: 4 Full Marks: 100 Total Credit Hours: 60 Hours Internal Assessment Marks:40 each subject (Teacher's Assessment: 20 + Mid Term Examination: 20 Periods: Lectures-3 Tutorial Practical-O Course Objectives: The course is designed to enable the students to learn the basics of marketing communications in order to familiarize the students with the different elements of integrated marketing communications. So that they can look at marketing transactions with a holistic approach. Learning Outcome: * Apply the key terms, definitions, and concepts used in integrated marketing communications. Conduct and evaluate marketing research and apply these findings to develop competitive and positioning strategies and to select the target audience(s) for the IMC campaign plan. ¢ Examine how integrated marketing communications help to build brand identity and brand relationship, and create brand equity through brand synergy. Unit I: Fundamentals of IMC: (12 Hours.) Introduction: Concept of Integrated Marketing Communications (IMC), Process and Role of IMC in Marketing, Promotion Mix - Advertising (Classification of advertising, types, advertising appropriation, advertising campaigns), Sales Promotion (Different types of Sales Promotion, relationship between Sales promotion and advertising) , Publicity (Types of Publicity, relationship between advertising and publicity), Personal Selling, Direct marketing and direct response methods, Basics of e-Marketing & Web MarketingUnit II: Models & Approaches of IMC: (12 Hours.) Basic Models of IMC, Promotional Objectives, Approaches of IMC (DAGMAR Approach), establishing and allocating promotional budget. IMC Message Design-The Creative concept development; the creative processes of the different forms of IMC; AIDA model Considerations for creative idea Visualization. (Creative planning, creative strategy development, Communications appeals and execution, Message strategy design considerations, Source of the message, Message integration, Advertorials and Infomercials, int Evaluation and approval of Creative Strategy /work. Unit Ill: Media Management in IMC: (12 Hours.) Meaning & Concept of Media Management, Scope & Importance of Media Management, Media Types and their characteristics; Setting Media objectives; Media planning; Media Strategy; Media buying; Cross media concept; and media research. Facilitators in IMC- Advertising Agencies - their role, functions, organization, Remuneration, client agency relationship of IMC, account Planning; Hoarding Contractors & Printers. Unit IV: Planning Budgeting for Marketing Communication (Marcom): (12 Hours.) Meaning & Concept of Marcom, Establishing Marketing Communication Objectives and Budgeting for Promotional Programmes-Setting communication objectives, Sales as Marketing Communication objective. Budgeting for Marketing Communication -Factors influencing budget, Theoretical approach to budgeting viz. Marginal analysis and Sales response curve, Method to determine Marketing Communication budget. Unit V: Integrated Marketing Communication Programme: (12 Hours.) Concept of Creative Marketing, Planning and Development of creative Marketing Communication. Creative strategies in advertising, sales promotion, publicity, event sponsorships etc. Creative strategy in implementation and evaluation of Marketing Communication - Types of appeals and execution styles. Media planning and selection decisions- steps involved and information needed for media planning. Measuring the effectiveness of all Promotional tools and IMC. Text Books: + Duncon : Integrated Marketing Communications, TMH. Latest Edition. Kenneth Clow & Donald Baack : Integrated Advertising, Promotion, & Marketing Communications, Pearson Education, Limited. Latest Edition.“Siraj M Joseph & Rahtz Don R : Integrated Marketing Communication - A Strategic Approach, Cengage Learning, Latest Edition. Reference Books: * Aaker & Myers: Advertising Management, Prentice Hall Inc. Latest Edition. % Chunawala & Sethia : Foundations of Advertising Theory & Practice; Himalaya Publishing House. Latest Edition. + Rathore: Advertising Management; Himalaya Publishing House. Latest Edition,