Course Objectives

• To understand the concepts of marketing communication
• To develop an effective marketing campaign
• To effectively use the tools and techniques of the marketing communication
• To manage and monitor the marketing campaign

UNIT I

Enhancing Brand Equity through IMC– Importance of IMC, Managing IMC, Barrier, Role of IMC in building brands.

UNIT II

Role of Advertisement, Types of Advertising, IMC Message Design: AIDA model – Considerations for creative idea visualization, IMC Planning Process, Promotions in Segmentation, Targeting and Positioning, The Communication Process and Consumer Behaviour– Endorsers and Message Appeals in Advertising.

UNIT III

Traditional Vs Modern Media: Online and Mobile Advertising–Social Media for Advertising and Promotion, Social Media communication.

UNIT IV

Direct Marketing and Other Media–Advertising Media: Planning and Analysis–Measuring Ad Message Effectiveness.

UNIT V

Consumer Sales Promotion: Sampling and Couponing–Consumer Sales Promotions: Premiums and Other Promotions–Public Relations, Word–of–Mouth Influence and Sponsorships–Packaging, Point of Purchase Communications and Signage.

Learning Resources

• Clow & Baack, “Integrated Advertising, Promotion and Marketing Communication”, 4th Edition, Pearson Education India. 2012.
• Terence A. Shimp, “Integrated Marketing Communication in Advertising and Promotion”, 8th Edition, ,Cengage Learning, 2010.
• George E. Belch, Michael A Belch, & Keyoor Purani, “Advertising and Promotion– An Integrated Marketing Communications” Perspective', 7th Edition, Tata McGraw Hill Education Pvt. Ltd. 2010.
• Dr. Niraj Kumar, “Integrated Marketing Communication”, Himalaya Publishing House, 2009.