NEW SYLLABUS OF SYBMS SEM IV – INTEGRATED MARKETING COMMUNICATION & ADVERTISING

Learning Objectives:
This course will equip the students with knowledge about the nature, purpose and complex construction in the planning and execution of an effective Integrated Marketing Communications (IMC) program. Students will learn about various tools of IMC and the importance of coordinating them for an effective marketing communications program.

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Unit no.  Name of the Topic   No. of lectures
 Unit 1

Introduction to Integrated Marketing Communication

1.Meaning, Evolution of IMC, Reasons for growth and Features
2.Promotional tools for IMC, IMC Planning Process, Role of IMC in Marketing.
3.Communication process, Traditional & Alternative Response Hierarchy models.
4. Establishing Objectives and Budgeting: Determining Promotional
Objectives, Sales v/s communication objectives, DAGMAR, Problems
in Setting Objectives, Setting objectives for the IMC Program 

 14
 Unit 2

Elements of IMC:

1. Sales promotion-
Different types of Sales Promotion,
advantages & disadvantages.
2. Public Relation & Publicity-
Types of PR,
Process,
advantages & disadvantages.
Types of Publicity
3. Direct Marketing-
Features,
advantages & disadvantages.
4. Personal Selling-
Features,
advantages & disadvantages.
5. Advertising-
Features,
advantages & disadvantages.
6.New Trends in IMC,
International Media

16
 
 Unit 3

Advertising:

1. Types of Advertisements.
2.Communication Model with reference to Advertising
3.AIDA, Hierarchy of effects, Innovation, Adoption
4. Fundamentals of Advertising Campaigns – Brand Positioning
through Advertising- Planning Process – The Creative Brief – Creating
an Appeal – 5.Elements of Print Advertisement – Scriptwriting for
Radio and Television – Legal and Ethical aspects of Advertising- Kids Advertising.
4. Advertising Agencies –
Function – Types –
In House Agencies – Direct Response Agencies
Sales Promotion Agencies – PR Firms –
Interactive Agencies -Advertising Agency Structure
Client Agency Relationship – Agency Selection
Agency Compensation

14
Unit 4

Budget & Measuring effectiveness

1.Definition of Ad Budget
2.Definition of Ad Appropriation
3.Methods of Budgeting
4.Measuring Effectiveness of Advertisement, Measuring Effectiveness
of the Promotional Program & Evaluating Social, Ethical and
Economic Aspects: Arguments for & Against
5. Advertising Research- What, When, Where & How, Testing Process.
6. Advertising and Promotion Ethics, Advertising and Children, Social
and Cultural Consequences – Stereotypes, Economic Effects of
Advertising

16

 

Reference Books:Integrated Marketing Communications – Kenneth Clown& Donald Bach

  1. Advertising and Promotions – Belch & Belch, Tata McGraw Hill
  2. Advertising Management – Rajeev Batra, John G.Myers & David A Aaker-PHI
  3. Otto Kleepner’s advertising Procedure – PH
  4. International Edition – Contemporary Advertising Irwin/McGraw -Hill
  5. Integrated Marketing Communications – Duncon- TMH
  6. Foundations of Advertising Theory & Practice
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