Integrated Marketing Communication

Paper Code: 
DMC322
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives

 

This course will enable the students to gain a comprehensive understanding of Integrated Marketing Communication (IMC), enabling them to strategise, execute, and evaluate effective marketing campaigns.

 

Course Outcomes (COs):

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24DMC322

Integrated Marketing Communication 

(Theory)

CO94: Evaluate the different components and tools of IMC

CO95: Examine the communication process, and how it affects marketing outcomes.

CO96: Critique different effect models and consumer engagement models.

CO97: Assess comprehensive IMC programs that integrate various promotional tools and creative strategies.

CO98: Analyse the effectiveness of IMC initiatives, assess ROI and overall performance of promotional tools.

CO99: Contribute effectively in course-specific interaction.

Approach in teaching:

Lecture cum Discussion

Tools (Power Point Presentation)

 

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, and workshops 

Class test 

Continuous Assessment Test 

Semester end examination

Assignments

Presentation

 

12.00
Unit I: 
Foundations of Integrated Marketing Communication
  • Understanding IMC in the Marketing Process
  • Exploring IMC Tools: Advertising, Sales Promotion, Publicity, Public Relations, and Event Sponsorship
  • Insight into Advertising Agencies: Operations and Roles
12.00
Unit II: 
Communication Models and Strategies

 

  • Analyzing Communication Process: Source, Message, and Channel
  • Exploring Effect Models: Hierarchy of Effects, Innovation Adoption, Information Processing
  • Understanding Consumer Engagement Models: Elaboration Likelihood (ELM), FCB Model
12.00
Unit III: 
Planning and Objectives in IMC
  • Understanding Consumer Involvement and Its Impact
  • Setting Communication Objectives: Sales and Beyond
  • Planning for Marketing Communication Strategies
12.00
Unit IV: 
Development of Integrated Marketing Communication
  • Crafting Creative Communication: Strategies in Advertising, Sales Promotion, Publicity, and Event Sponsorships
  • Integrating IMC Programmes: Planning and Development
12.00
Unit V: 
Implementation and Evaluation in IMC
  • Implementing Creative Strategies: Appeals and Execution Styles
  • Media Planning and Selection: Decisions and Steps Involved
  • Assessing Effectiveness: Measuring ROI and IMC Performance
Essential Readings: 
  • Rajput, N. (2010). Advertising and Personal Selling. Himalaya Publishing House.
  • Clow, K. E. (2006). Integrated Advertising. Prentice Hall of India.
  • O'Guinn, T. C., Allen, C. T., & Semenik, R. J. (2009). Advertising Management with Integrated Brand Promotion (CD included). Cengage Learning.
  • Singh, S. (2010). Advertising Media. Centrum Press.
References: 

Suggested Readings:

 

  • Duncan, T., & Everett, S. E. (2019). Principles of Advertising & IMC. McGraw-Hill Education.
  • Belch, G. E., & Belch, M. A. (2020). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
  • Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (2020). Integrated Marketing Communications: Putting It Together & Making It Work. Routledge.

E-Resources:

 

Academic Year: 
2024-2025
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