INTEGRATED MARKETING COMMUNICATION
Credits: 3 (24 sessions of 75 minutes each or 30 contact hours)
Course Instructor: Prof Malavika R Harita
INTRODUCTION
Communication is one of the most important management tools and this course tries to
explore not just the process but also the various components, constituents and connects
used. The course explores the science and the art of communicating effectively with different
stakeholders in the eco-system through an integrated media approach.
This course combines theoretical inputs, discussions, readings, live examples and exercises in
a participatory learning framework since communication is a subject that is best learnt within
a practical context and format.
COURSE OBJECTIVES (CO)
1. To understand the importance of communication as a management tool in an
organizational context, across stakeholders and media
2. To understand the necessity of a holistic approach to communication in today’s
interconnected world
COURSE LEARNING OUTCOMES (CLO)
By virtue of the learning gained in this course, the student should be able to:
CLO 1 Develop and manage the communication process by understanding the coding,
decoding, production, execution and consumption of a wide gamut of organizational
messaging
CLO 2 Analyse how the various constituents of the communication eco-system interact with
each other
CLO 3 Communicate with different stakeholders in the eco-system through an integrated
media approach
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COURSE CONTENT
Integrated Marketing Communication and its role in the marketing process
Promo Tools: Advertising, Direct Marketing, Public Relations, Promotions, Personal
Selling, Digital and Social Media
Media Planning and Strategy
The Communication Eco-system
Planning and budgeting for communication
The Communication Process and consumer behavior
Understanding Target Audiences
Creative Strategy and Development
Building Strong Brands and Lovemarks
Communicating with different stakeholders
PRESCRIBED TEXT BOOK
Belch George E, Belch Michael A and Purani Keyoor (2011), Advertising and Promotion an IMC
Perspective (9th Edition), Tata McGraw Hill
OTHER READINGS AND REFERENCES
a. Rajeev Batra, John G Myers and David A Aaker(2004), Advertising Management,(5th
Edition), Prentice-Hall of India Pvt Ltd ,New Delhi.
b. J. Thomas Russell & W Ronald Lane(2010), Kleppner’s Advertising Procedure, (16th Edition),
Pearson Education, New Delhi.
c. Wright, Warner, Winter & Zeigler (1983), Advertising, Tata McGraw-Hill Publishing,
(5th Edition), New Delhi.
d. John R Rossiter and Larry Percy (1998), Advertising communications and Promotion
Management, (2nd Edition), Irwin McGraw-Hil, Boston .
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ASSESSMENT SCHEME AND WEIGHTAGE:
Evaluation
Weightage (%) Details
Item
Mid-term Quiz 20% Individual, Closed Book, 60 minutes
Exercises 20% Group effort, during the class sessions/ take home
Campaign Group effort, at the end of the course before the
20%
Presentation end term exam
End-Term
40% Individual, Closed Book, 90 minutes
Examination
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SESSION PLAN
Sessio Additional Reading &
Topic Pedagogy Reading
n References*
1 Integrated Marketing Lectures, participative Belch:
Communication and its role sessions and exercises Chapters 1 and
in the marketing process 2
Promo Tools: Advertising, Lectures, participative Belch: : Kleppner, Drayton Bird.List of
2 Direct Marketing, Public sessions and exercises Chapters 11 to books on Internet advertising
Relations, Promotions, 18. in the book list.
Personal Selling, Internet and
Interactive Media
Promo Tools: Advertising, Lectures, participative Belch: Kleppner, Drayton Bird.List of
3 Direct Marketing, Public sessions and exercises Chapters 11 to books on Internet advertising
Relations, Promotions, 18. in the book list.
Personal Selling, Internet and
Interactive Media
Media Planning and Strategy Lectures, participative Belch: Chapter Advertising Media Planning by
4 sessions and exercises 10, Jack Z. Sissors, Lincoln Bumba
Media Planning and Strategy Lectures, participative Belch: Chapter Advertising Media Planning by
5 sessions and exercises 10, Jack Z. Sissors, Lincoln Bumba
Media Planning and Strategy Lectures, participative Belch: Chapter Advertising Media Planning by
6 sessions and exercises 10, Jack Z. Sissors, Lincoln Bumba
The Communication Eco- Lectures, participative Belch: Chapter
7 system sessions and exercises 3
Planning and budgeting for Lectures, participative Belch: Rossiter and Percy
8 communication sessions and exercises Chapters 7, 19.
The Communication Process Lectures, participative Belch: Aaker and Myers
9 and consumer behaviour sessions and exercises Chapters 4, 5
and 6.
10 The Communication Process Lectures, participative Belch: Aaker and Myers
and consumer behaviour sessions and exercises Chapters 4, 5 &
6.
The Communication Process Lectures, participative Belch: Aaker and Myers
11 and consumer behaviour sessions and exercises Chapters 4, 5
and 6.
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The Communication Process Lectures, participative Belch: Aaker and Myers
12 and consumer behaviour sessions and exercises Chapters 4, 5
and 6.
Defining target audiences Lectures, participative Aaker and
13 sessions and exercises Myers
Defining target audiences Lectures, participative Aaker and
14 sessions and exercises Myers
Creative Strategy and Lectures, participative Belch: Ogilvy and Trout
15 Development sessions and exercises Chapters 8 & 9.
Creative Strategy and Lectures, participative Belch: Ogilvy and Trout
16 Development sessions and exercises Chapters 8 & 9.
Building Strong Brands and Lectures, participative Brand Kevin Roberts: Lovemarks
17 Lovemarks sessions and exercises Management
:Aaker and
Myers
18 Communicating with Lectures, participative Pettis and
different stakeholders sessions and exercises Branding from
Inside.
Developing 360 degree Workshop session
19 communication programs
Developing 360 degree Workshop session
20 communication programs
Developing 360 degree Workshop session
21 communication programs
Final Campaign Presentation Live Presentation by All learning till
22-24 the students in groups date
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Rules of the Course:
There may be minor changes in the schedule depending on student interest and
comprehension.
Groups are pre-determined and will remain the same through the course. The PGP office
will put up a list. Please check which group you are in.
Exercises will be group efforts based on theoretical inputs and discussion during the
classroom sessions. Those not present for the relevant session will not be graded for the
exercise even if it is a take-home.
All take home assignments will be mailed to [email protected] by 4 pm
on the date mentioned in class clearly marked with the group number and assignment
number in the subject line. The names of the group members who attended the class only
should be mentioned on the first page. Assignments not in the inbox by 4 pm will not be
graded.
Students need to attend all the sessions on a particular day since it is treated as a
continuous unit with breaks which differ from the prescribed ones.
Reading List
Positioning , Jack Trout & Al Ries
Ogilvy on Advertising, David Ogilvy
Ogilvy on Advertising in the digital age, Miles Young
New Positioning, Jack Trout
How to Advertise, Kenneth Roman and Jane Maas
Building Strong Brands, David A Aaker
The Fall of advertising and the rise of PR, Al Ries and Laura Ries
Managing Brand Equity, David A Aaker
Commonsense Direct Marketing, Drayton Bird
Building Brand Identity, Lynn B Upshaw
Techno Brands, Chuck Pettis
Marketing Warfare, Al Ries and Jack Trout
Maxi Marketing, Rapp & Collins
The New Positioning, Trout
Cutting Edge Advertising II, Jim Aitchison
Lovemarks, Kevin Roberts
Lovemarks Effects, Kevin Roberts
We are like that only, Rama Bijapurkar
Social Media 101, Chris Brogan
The new rules of marketing and PR, David Meerman Scott
Social Media Marketing for Dummies, Shiv Singh
Social Media Metrics, Jim Sterne
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Marketing 3.0, Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
Serch Engine Optimization, Jennifer Grappone and Gradiva Couzin
Social Media Marketing, Dave Evans
Hegarty on Advertising
Truth, Lies and Advertising, Jon Steel
Building Strong Brands, David Aaker
Strategic Brand Management (3rd Edition) by Kevin Lane
The Advertising Concept Book, Pete Barry
