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Communication Basics

This document outlines the curriculum for an MBA course on integrated marketing communications. The course aims to help students critically evaluate IMC approaches, analyze communication strategies and tactics, and assess different communication tools and media. The curriculum is divided into 5 units that cover topics such as the role of IMC in marketing, different communication channels, advertising and PR strategies, agency selection, budgeting, and measuring effectiveness. Case studies are included to help students apply the concepts.

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Deepika Singh
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14 views15 pages

Communication Basics

This document outlines the curriculum for an MBA course on integrated marketing communications. The course aims to help students critically evaluate IMC approaches, analyze communication strategies and tactics, and assess different communication tools and media. The curriculum is divided into 5 units that cover topics such as the role of IMC in marketing, different communication channels, advertising and PR strategies, agency selection, budgeting, and measuring effectiveness. Case studies are included to help students apply the concepts.

Uploaded by

Deepika Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Integrated Marketing

Communications

MBA-DS-MK-302
Course Outcomes

MBA-DS-MK-302.1 Critically evaluate theoretical and functional


approaches to integrated marketing communication

MBA-DS-MK-302.2 Analyze all forms of integrated communication


for the underlying strategic and tactical objectives

MBA-DS-MK-302.3 Assess and evaluate different forms of


communication tools and media for functional relevance

MBA-DS-MK-302.4 Critique and analyze the role of creativity in


integrated communications
Curriculum
Unit I
• 1.1Role of IMC in marketing process
• 1.2 IMC planning model, Marketing and promotion process model.
• 1.3 Communication process,
• 1.4 Effectiveness of marketing communications
• 1.5 Advertising Vs Marketing mix
Case study 1

Unit II
• 2.1 Direct Marketing
• 2.2 Promotion - Conventional/unconventional
• 2.3 Push and Pull Strategies- Meaning,
• 2.4 Public Relation Strategies
• 2.5 PR Vs Publicity.
Case study 2
Curriculum (contd.)
Unit III
• 3.1 Advertising Agency- Type of agencies
• 3.2 Services offered by various agencies
• 3.3 Criteria for selecting the agencies and evaluation
• 3.4 Goal setting – DAGMAR approach
• 3.5 Various budgeting methods
Case study 3

Unit IV
• 4.1 Media planning -Developing Media plan
• 4.2 Media Evaluation
• 4.3 Media strategy
• 4.4 Importance of Headline and body copy
• 4.5 Measuring the effectiveness of all Promotional tools and IMC.
Case study 4
Curriculum (contd.)
Unit V
• 5.1 International Advertising: Global environment in advertising
• 5.2 Decision areas in international advertising Internet advertising
• 5.3 Types of Internet advertising Industrial advertising
• 5.4 Measurement in advertising
• 5.5 Methods used for evaluation -Pre-testing, Post testing.
Case study 5
The Nature of Communication

The communication process is complex, and often unsuccessful


What is Marketing

• Marketing is an Exchange Process

Products

Services

Ideas

Concepts

• Social upliftment

• Fulfilling needs
Where are WE?
Why IMC?

Maximize Communication ROI


In The Marketing Revolution
Bringing Together Communication Functions: IMC helps organizations align and coordinate their various communication functions, such as advertising, public relations, social media, and direct marketing. This
integration ensures that all communication efforts work together harmoniously to convey a consistent message.

Developing Synergy: IMC creates synergy by combining the strengths of different communication channels. When these channels work together seamlessly, they amplify the impact of the message and enhance the
overall effectiveness of marketing campaigns.

Changing Customers: Customer behavior and preferences are constantly evolving, especially in the digital age. IMC allows companies to adapt and respond to these changes more effectively by analyzing customer data
and adjusting communication strategies accordingly.

Changing Technology: Technology is advancing rapidly, and new communication tools and platforms are constantly emerging. IMC enables organizations to stay up-to-date with the latest technology trends and
incorporate them into their marketing strategies.

Changing Media: The media landscape is continually evolving, with shifts in consumer attention from traditional media to digital and social platforms. IMC helps organizations navigate this changing media landscape by
identifying the most relevant channels for their target audience.
MARKETING
Marketing is
the activity, set of institutions, and processes
for creating, communicating, delivering, and
exchanging
offerings
that have value for customers, clients,
partners, and society at large.
Approved October 2007

(AMA, www.marketingpower.com)
COMMUNICATION
1. an act or instance of transmitting;
2. a verbal or written message;
3. a process by which information is exchanged between
individuals through a common system of symbols,
signs, or behavior; also : exchange of information;
4. a system (as of telephones) for communicating: a
system of routes for moving troops, supplies, and
vehicles;
5. a technique for expressing ideas effectively (as in
speech); the technology of the transmission of
information (as by print or telecommunication)
(Meriam-Webster dictionary, www.m-w.com)

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