ABOUT THE COURSE:This course aims to acquaint learners with designing an impactful integrated marketing communication strategy for promoting their products and services. It strives to provide insightful knowledge about various communication tools and their relevance in identifying and reaching the target audience. The learner will be able to understand how the company designs situation-specific promotional campaigns to inform and persuade consumers using an innovative communication mix in IMC. The course is designed using real-world corporate cases to enable the learner to comprehend its practical implications.INTENDED AUDIENCE:Under-graduates and Post-graduates Students of Management, Commerce, and EngineeringPREREQUISITES: Preferably, the students should have completed Higher Secondary School Certificate.INDUSTRY SUPPORT:Public Sector Companies, Tata Group, Reliance India Limited, Adani Group etc.

Syllabus

Week 1:Introduction to IMC

Lecture 1: Concept of marketing communication, communication mix
Lecture 2: Communication objectives
Lecture 3: Communication models
Lecture 4: Concept of integrated marketing communication (IMC) and its features
Lecture 5: Growth of IMC, traditional vs integrated communication approach.

Week 2:IMC Planning Process

Lecture 6: Identifying target market and target audience, setting communication objectives
Lecture 7: Designing communication
Lecture 8: Selecting communication channels and preparing its budget
Lecture 9: Selecting communication mix
Lecture 10: Measuring communication results and managing IMC

Week 3:Managing Advertisement Program in IMC

Lecture 11: Setting advertisement objectives
Lecture 12: Deciding advertising budget
Lecture 13: Developing advertising campaign
Lecture 14: Choosing media
Lecture 15: Evaluating advertising effectiveness

Week 4:Managing Sales Promotion, Events and Experience in IMC

Lecture 16: Establishing sales promotion objectives, selecting consumer promotion tools
Lecture 17: Selecting trade promotion tools, evaluating sales promotion effectiveness
Lecture 18: Incentives and deterrents of sales promotion
Lecture 19: Selecting event objectives
Lecture 20: Sponsorship decisions and creating experiences

Week 5:Managing Public Relations and Personal Selling in IMC

Lecture 21: Functions and tasks of public relations
Lecture 22: Major decisions in PR – establishing objectives, choosing PR vehicle, implementing PR and measuring results
Lecture 23: How PR support IMC ?
Lecture 24: Incentives and deterrents of PR
Lecture 25: Major steps in personal selling.

Week 6:Managing Digital Communication in IMC

Lecture 26: Online marketing communication mediums – websites, search ads, display ads, email.
Lecture 27: Social media platforms – online communities and forum, blogs, social networks
Lecture 28: Online word of mouth – creating WOM buzz and measuring its effectiveness
Lecture 29: Developing effective mobile marketing campaign
Lecture 30: Incentives and deterrents of digital communication

Week 7:Managing Personal Communication in IMC