Imc syllabus
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This document outlines an integrated marketing communications course that aims to: 1) Help students understand the role of communication in marketing management. 2) Study in depth the various marketing communication tools used by organizations. 3) Integrate the elements of the communication mix to deliver consistent messaging. The course covers topics like advertising, media planning, direct marketing, sales promotion, public relations, and personal selling. It evaluates different communication channels and teaches how to establish objectives and budgets for an integrated marketing strategy.
Imc syllabus
- 1. SIVA SIVANI INSTITUTE OF MANAGEMENT Course Code: TPS 252(Major) Batch: I (NR) Credits: 3 Term: IV INTEGRATED MARKETING COMMUNICATION OBJECTIVE The specialization paper is designed to make the students 1. Understand the role communication plays in a marketing management 2. To study in depth the numerous Marketing communication alternatives employed by organizations today 3. To integrate the elements of the communication mix to deliver a consistent message to the target audience Syllabus Unit 1: Integrated Marketing Communication IMC, Tools of IMC (Promotion Mix); Communication Process & IMC; The emergence & relevance of IMC, The IMC Golden Triangle, Establishing objectives & Budgeting for IMC Unit 2: Advertising Advertising definition & concepts, Creativity in Advertising, Creative Strategy Planning & Development, Creative Strategy Implementation and Evaluation Unit 3: Media Media Planning & Strategy: Media Plan, developing the Media Plan, developing & Implementing Media Strategies, Evaluation & Follow Up; Evaluation of Broadcast Media: TV & Radio Unit 4: Evaluation of Print, Support & Internet Media’s Evaluation of Print Media: Magazines, News Papers, Traditional Support Media & Non Traditional Support Media, Internet Media, Promotional Mix using Internet Unit 5: Direct Marketing, Sales Promotion, Public Relations, Publicity & Personal Selling Direct Marketing: Strategies & Evaluation; Sales Promotion: Consumer Oriented Sales Promotion, Trade Oriented Sales Promotion; Public Relations: Role of PR, PR Process,
- 2. Measuring the Effectiveness of PR Publicity, Power of Publicity, Measuring Effectiveness of Publicity; Personal Selling: Role of Personal Selling in IMC, Personal Selling Process, Evaluating the effectiveness of Personal Selling BASIC TEXT: George E. Belch & Michael A. Belch - Advertising and Promotion (An Integrated Marketing Communications Perspective) Seventh Edition – McGraw-Hill RECOMMENDED BOOKS: William Arens - Contemporary Advertising, 10e, McGraw-Hill Kruti Shah and Alan D’Souza - Advertising and Promotions: An IMC Perspective, Tata McGraw-Hill., 2008. Kenneth E. Clow and Donald Baack – Integrated Advertising, Promotion, and Marketing Communications, Pearson 3rd Edition, 2007. O’Guinn, Allen, Semenik – Advertising & Integrated Brand Promotion, Cengage Learning, 4th edition, 2006.