Course Outline - IMC

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UNIT TITLE: Integrated Marketing Communication

FACULTY: Dr. Falguni Vasavada. Professor, Marketing – MICA


([email protected])

CREDIT POINTS: 2

STUDENT WORKLOAD

The student workload would include one to two hours of pre-reads as a part of class
preparation and in case of case studies and assignments it can go up to two to three hours.
The weekly contact hours will combine lectures, conceptual and case discussions, and
practical group assignment discussions.

UNIT DESCRIPTION

In the early 90s the challenge for advertisers was to cash in on the globalization trend and
build a strong brand through aggressive advertising. The picture today is totally different. The
biggest challenge for today’s marketer is to “connect” with the target audience which is
highly cluttered and opinionated in the digital and social world. It is the age where
engagement is the key for brand visibility and all brands today look at Integrated Marketing
Communication as a tool to create brand advocacy. The control has shifted to consumers and
is no longer held by the marketer and advertising in such an age is critical for the successful
positioning of the brand. Digital and social media has bestowed more power in the hands of
both the brand and the consumer. So Integrated Marketing Communication is at an exciting
stage where it is fascinating how data can enhance reach and relevance on one hand and how
consumer empowerment through social media can make or break a brand.

Thus, one needs to get equipped with the latest concepts and techniques of IMC and get
insights into the strategies to capture the mindshare and eyeballs of the consumer.

LEARNING OUTCOMES

A. Understanding and Knowledge


a. Understand and identify the importance of IMC in the overall marketing plan
and develop a knowhow of how brand communication takes place
B. Cognitive skills
a. Comprehension and analysis of brand positioning and ability to analyze
advertisements and communication efforts.
C. Practical and Professional skills
a. Analysis of brand communication, role of consumer behaviour and target
audience research and writing a creative brief
D. Key skills
a. Key elements leading to a good piece of communication
b. Research as a valuable input in making of a communication
c. Definition of target audience
TEACHING AND LEARNING STRATEGY

The course demand active participation from the students and also stresses on exhaustive
reading from all available sources. The mode of teaching would be a mix of classroom
interaction, cases, industry interaction and research on live cases. Pre-reads would be given
and it is expected from all students that they come thoroughly prepared for the class as the
teaching would involve students and their views. It would be sharing and learning.

ASSESSMENT

 Online Group Assignments/Presentations: 30%


 Individual Quiz: 30%
 End Term Exam: 40%

In case of absenteeism there is no makeup examination.

Course outline

Session Topics Pre-Read from Text


1-2-3 Introduction to the Course Chapter 1. The new world of marketing
communication
Introduction to Marketing
Communication & IMC Chapter 2. Integrated Brand Communication

Context of Communication
4-5 Role of Consumer Behavior in IMC Chapter 5. Segmenting and Targeting the
Audience
6-7-8-9- Advertising Strategy Chapter 6. Strategic research
10
1. Understanding the role of Chapter 7. Strategic Planning
advertising
2. Advertising appeals Chapter 8. Creative Strategy
3. Creative Brief
4. Brand Positioning tool

11 Understanding Media Mix Decisions Chapter 11. Media Basics

12 Marketing Communication in the Chapter 13. Digital Media


Digital Age
13 Industry Speak Prof.Falguni in discussion with Industry
experts from Advertising and Media domain
14-15 Case Discussions Cases will be provided in advance
16 Brand Communication in Rural Articles will be provided for reading
17-18 Ethics and Regulations in IMC Chapter 3. Brand Communication and Society
19-20 Group Presentations Topics will be given in advance
*Pre-reads other than book chapters will be emailed in advance on group mail id.

Course Text:
 Advertising and IMC – Sandra Moriarty and team
 Advertising and promotions – An IMC perspective by George Belch, Michael Belch
and Keyoor Purani

Reference Text:
 Ogilvy on Advertising by David Ogilvy
 Advertising management by David A. Aaker, Rajeev Batra and John G. Myers
 Strategic advertising campaigns by Don E. Schultz
 Planning for power advertising : a user's manual for students and practitioners by
Anand Bhaskar Halve
 The (UN)common sense of advertising by Sanjay Tiwari
 Advertising and Promotions: An IMC Perspective by Kruti Shah and Alan D’Souza

Refer on an everyday basis:


 www.agencyfaqs.com

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