17MBAMM402 Integrated Marketing Communication syllabus for MBA

Role of IMC in marketing process, IMC planning model, Marketing and promotion processmodel. Communication process, steps involved in developing IMC programme, Effectiveness ofmarketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix,Advertising appeal in various stages of PLC

Advertising Agency:

Type of agencies, Services offered by various agencies, Criteria forselecting the agencies and evaluation.

Advertising objectives and Budgeting:

Goal setting – DAGMAR approach, various budgeting methods used.

Media planning:

Developing Media plan, Problems encountered, Media Evaluation- Print,Broadcast media, Support media in advertising.

Media strategy:

Creativity, Elements of creative strategies and its implementation, Importance of Headline and body copy.

Direct Marketing:

Features, Functions, Growth, Advantages/Disadvantages, And DirectMarketing Strategies.

Promotion:

Meaning, Importance, tools used, Conventional/unconventional, drawbacks, pushpull strategies, Co-operative advertising, Integration with advertising and publicity

Public relation/ Publicity:-

Meaning, Objectives, tools of public relations, Public relationstrategies, Goals of publicity, Corporate Advertising – Role, Types, Limitations, PR Vs Publicity.

Monitoring, Evaluation and control:

Measurement in advertising, various methods used forevaluation, Pre-testing, Post testing.

International Advertising:

Global environment in advertising, Decision areas in internationaladvertising

Internet advertising:

Meaning, Components, Advantages and Limitations, Types of Internet advertising

Industrial advertising:

B 2 B Communication, Special issues in Industrial selling.                                                                        10 Hrs

Case studies in Indian context only

Practical Components:

• Study the IMC programs adopted by various colleges to students applying for an MBA course? Is the tactic adopted by your college right? If no, what are yoursuggestions?
• Study the role of newspapers, radio, television, billboards, internet and other media in the marketing of mobiles. cold drinks, jeans, mobiles etc.
• Observe a marriage in your family and write about how you would ‘event manage’ it?
• Take an advertisement introduc ing a new product like soap, biscuit etc and find the media in which it was advertised. Ask your friends if they can recall this advertisement and the message. Analyse if they would or would not buy the product on the basis of this advertisement? And why?
• Students can do a survey on effective media communications. 4 Hrs

RECOMMENDED BOOKS:

• Advertising and Promotions IMC Perspectives: Belch and Belch, 9/e, Tata McGraw Hill,2012.
• Advertising & Integrated Brand Promotion - O’Guinn, Allen, Semenik, Cenage Learning.
• Integrated Advertising, Promotion, and Marketing Communications, Clow, Baack, 3/e,Pearson Education, 2007.
• Integrated Marketing Communications – Niraj Kumar, HPH.

REFERENCE BOOKS:

• Foundations of Advertising, Chynawalla&Sethia, HPH, 2007
• Advertising management - Rajeev Batra, John G Myers & Aaker, 5/e, PHI, 2007.
• Event marketing and management- Sanjaya Singh, Vikas Publication, 2003.
• Advertising Basics, Vilanilam, Varghese, Response BOOKS, 2007
• Advertising, Sangeeta Sharma &Raghuvir Singh, PHI, 2006.