Scribd
Upload
48 views1 page

IMC Syllabus

The document outlines a course titled 'Integrated Marketing Communication' offered in Semester III, with a total duration of 48 hours and a maximum mark of 100. It details the course structure, including modules on IMC concepts, budgeting, creative strategy, and effectiveness measurement, along with specified learning outcomes for students. Various pedagogical methods such as interactive lectures and project work are employed to facilitate experiential learning.

Uploaded by

preethamgowdar6363
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
48 views1 page

IMC Syllabus

The document outlines a course titled 'Integrated Marketing Communication' offered in Semester III, with a total duration of 48 hours and a maximum mark of 100. It details the course structure, including modules on IMC concepts, budgeting, creative strategy, and effectiveness measurement, along with specified learning outcomes for students. Various pedagogical methods such as interactive lectures and project work are employed to facilitate experiential learning.

Uploaded by

preethamgowdar6363
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

ourse Code Course Title Semester

3.5. Specialization -
MarketingManagement
DEC 3.5.2 INTEGRETED MARKETING COMMUNICATION III
Scheme of Instruction Scheme of Examination
Total Duration 48 Hrs Maximum Marks 100
Periods / Week 4+0+0 Internal Evaluation 20
Credits 4 End Semester 80
Instruction Mode Lecture Exam Duration 3 Hrs
LTP 3+1+0 Compulsory Generic Core Course
Pedagogy: This course uses multiple pedagogies like interactive lecture, role plays, discussion
andpresentation bystudents, analysis of cases and articles, and project work for experiential learning.
Course Outcomes, , On successful completion of the course the learner will be able to On successful
completion of the course the learner will be able to
CO# Cognitive Abilities Course Outcomes
CO1 REMEMBERING UNDERSTAND the concepts of Integrated marketing Communication and
Advertising.
CO2 UNDERSTANDING EXPLAIN the objectives and approaches in setting advertising objectives
andModels of advertising Budgeting..
CO3 APPLYING UNDERSTAND the media strategies and devise creative advertising
CO4 ANALYSING ANALYSE the dynamics of human behavior and the basic factors that influence
theconsumer’s decision process.
CO5 EVALUATING EXPLAIN the role of media planning
CO6 CREATING DISCUSS the effectiveness of IMC programmes and ethical aspects of
Advertising.
Module Course Content Instructio
nHours

Introduction to IMC- The growth of advertising and promotion, Evolution of IMC,


Module I History of Indian Advertising Industry, the role of IMC in Marketing Process and 10
brandbuilding, The tools of IMC, IMC Planning Process, Organizing for Advertising
and Promotion: Clients, Advertising agency and other marketing communication
organizations, agency setup and compensation, Understanding consumer for
effective communication
Establishing Objectives and Budgeting for IMC, the values of objectives,
Module II Approaches insetting advertising objectives, Sales vs Communication objectives, 16
DAGMAR approaches in setting advertising objectives, Problems in setting
objectives, Establishingand allocating IMC Budgeting, Models of advertising
budgeting
Module III Developing the IMC Program Creative Strategy: Planning and Development, 10
Communication appeals and execution: creative tactics and Media channels,
Creative Strategy: Implementation and Evaluation, Recognizing the Creativity in
advertising, Media Planning and Creative Strategy: Evaluation of Broadcast Media,
Evaluation of
Print Media, Support Media, the Internet and Interactive Media, Direct Marketing,
SalesPromotion, PR, Publicity and Corporate communications
Module IV Measuring the Effectiveness of IMC Program, Social, Ethical and Economic aspects 14
of Advertising and promotion, Regulation of Advertising and promotion, Self-
RegulatoryBodies and Industry Associations of Indian Advertising Industry.

88

You might also like