Integrated Marketing Communication

Paper Code: 
25DMC322
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

 

Course Objective:

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: 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25DMC322

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, , Simulation, Seminar presentation, , 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: 

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: 
2025-2026
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