L T P C
P24BAMM03 INTEGRATED MARKETING COMMUNICATION
3 0 0 3
COURSE OBJECTIVE:
This course introduces students to the essential concepts and techniques for the development
and designing an effective Integrated Marketing Communication programme.
UNIT I: AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATION 9
An Introduction to Integrated Marketing Communication (IMC): Meaning and role of IMC in
Marketing process, one voice communication V/s IMC. Introduction to IMC tools – Advertising, sales
promotion, publicity, public relations, and event sponsorship; The role of advertising agencies and other
marketing organizations providing marketing services and perspective on consumer behavior.
UNIT II: UNDERSTANDING COMMUNICATION PROCESS 9
Understanding communication process: Source, Message and channel factors, Communication
response hierarchy- AIDA model, Hierarchy of effect model, Innovation adoption model,
information processing model, The standard learning Hierarchy, Attribution Hierarchy, and low
20% involvement hierarchy Consumer involvement- The Elaboration Likelihood (ELM) model,
The Foote, Cone and Belding (FCB) Model.
UNIT III: PLANNING FOR MARKETING COMMUNICATION 9
Establishing marcom Objectives and Budgeting for Promotional Programmes-Setting communication
objectives, Sales as marcom objective, DAGMAR approach for setting ad objectives. Budgeting for
marcom-Factors influencing budget, Theoretical approach to budgeting viz. Marginal analysis and
Sales response curve, Method to determine marcom budget
UNIT IV: DEVELOPING THE INTEGRATED MARKETING COMMUNICATION 9
PROGRAMME
Planning and development of creative marcom, Creative strategies in advertising, sales promotion,
publicity, event sponsorships etc. Creative strategy in implementation and evaluation of marcom- Types
of appeals and execution styles. Media planning and selection decisions- steps involved and
information needed for media planning. Measuring the effectiveness of all Promotional tools and IMC.
UNIT V: DIGITAL MEDIA & ADVERTISING 9
Digital Media, Evolution of Technology, Convergence of Digital Media, E- Commerce and Digital
Media, Advertising on Digital Media, Social Media, Mobile Adverting, E-PR Advertising Laws &
Ethics: Adverting & Law, Advertising & Ethics
TOTAL: 45 PERIODS
Text Book:
1. Advertising & Promotion- An Integrated Marketing Communications Perspective, George Belch,
Michael Belch & Keyoor Purani, TATA McGraw Hill 8th edition
Reference Books:
1. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education, 7th Edition,
2007. Kenneth Clow. Donald Baack, Integrated Advertisements, Promotion and Marketing
communication, Prentice Hall of India, New Delhi, 3rd Edition, 2006.
2. Terence A. Shimp and J.Craig Andrews, Advertising Promotion and other aspects of Integrated
Marketing Communications, CENGAGE Learning, 9th edition, 2016.
3. S. H. H. Kazmi and Satish K Batra, Advertising & Sales Promotion, Excel Books, New Delhi, 3rd
Revised edition edition, 2008.
4. Julian Cummings, Sales Promotion: How to Create, Implement and Integrate Campaigns that Really
Work, Kogan Page, London, Fifth Edition Edition ,2010.
5. JaishriJefhwaney, Advertising Management, Oxford University Press, 2nd Edition, 2013. 7. Dr
Niraj Kumar, Integrated Marketing Communication, Himalaya Publishing House 2015.
Course Outcomes: At the end of the course, the students will be able to
CO Course Outcome Statement Knowledge Level
CO1 Explain the traditional communication forms in Marketing Understanding
CO2 Discuss the essential concepts and techniques for the development Understanding
and designing an effective Integrated Marketing Communication
programme
CO3 Explain how IMC fits into the marketing mix. Understanding
CO4 Develop awareness about marketing communications tools, and how Understanding
each can be used effectively- individually or in an integrated mix
CO5 Summarize the process by which integrated marketing Understanding
communications programs are planned, developed, executed and
measured.
CO-PO Mapping
CO PO1 PO2 PO3 PO4 PO5
CO1 3 2 1 2 2
CO2 3 3 1 1 2
CO3 2 2 2 2 2
CO4 2 2 2 1 2
CO5 2 2 1 2 2
Average 2.4 2.2 1.4 1.6 2
