Download IMC - Ravenshaw Business School

Integrated Marketing Communications
(One and Half Credit Hours)
Course Structure
Objective:
Integrated Marketing Communications is the new approach to the promotion aspect of the
marketing mix. It has off late made promotional activities more effective by creating much
greater impact on the consumers/buyers. IMC is the integrated management of all
communications to build positive and lasting relationships with customers and other
stakeholders. It is cusomer-centric, data-driven approach to marketing and branding that
stresses communicating to consumers through multiple forms of media and technology. IMC
process includes brand marketing, direct marketing and customer relationship management, all
integrated into one system. It has assumed such gigantic proportion in the promotional world
that studying it as a formal courseware has become absolutely necessary for the students of
marketing for its effective practice.
Focus:
The courseware to be covered here will focus on the over-all practice of Integrated Marketing
Communications and its bearing on marketing of products. It will cover all about the basics of
Marketing Communications, Promotion Mix and the Integrated Marketing Communications to
have optimum pursuasive impact on the consumers to buy goods and services. This will help in
preparing students who later in their lives decide to pursue successful careers in promotion of
products through the adoption of IMC.
Pedagogy:
The course methodology includes theoretical discussions, case analysis, and classroom
exercises. Theory discussions will include references to academic literature. Case discussions
will be the thrust area and students will be encouraged to participate in the class to bring forth
their ideas and defend their views. It will enable the participants to internalize their learning by
putting theories into practice. Students will be given assignments, which will help them in
analyzing the situations in detail and put them in words to bring forth their understanding of
Integrated Marketing Communications.
It is expected of all students to attend all the classes, and come prepared to the class by reading
the theories and cases to be discussed and presented in the class.
Evaluation Mode:
Class Participation:
20%
Assignments:
20%
Quiz:
20%
End-Term:
40%
Attendance:
Content of each session is interrelated with contents of other sessions. Students are expected
to attend all classes. Classes will commence at the predetermined time, and all students are
expected to arrive on time.
Code of Conduct:
Use of cell phones in any form is strictly prohibited while the class is in session. The students
must understand and realize that having collective and individual responsibility for the ethical
welfare of their peers exemplify a commitment to their community. Materials of student’s
original work submitted for evaluation, is a demonstration of dignity for himself/herself, as well
as, the entire fellow students community. References to outside resources must properly be
acknowledged.
Tentative Plan of Topics to be Covered:
 Marketing Communications and Types

Introduction to IMC, IMC Definitions

Database Marketing – One-to-One Marketing

Catalog Marketing, Mail-order Marketing, Direct Marketing, Consumer Guided
Marketing,

Promotion of 4 Ps

Advertising, Sales Promotion, Personal Selling, Publicity, Public Relations,
Propaganda

Advertising Management

Advertising Defined, Objectives,

Consumer-oriented advertising: National Advertising, Local Advertising, Cooperative
Advertising

Advertising aimed at Business-Buyers: Trade Advertising, Industrial Advertising, Farm
Advertising, Professional Advertising

Other Forms of Advertising

The Field of Advertising Management: Advertiser, Advertising Agency, Agency
Organization, Research Suppliers

Media: Above-the-Line, Below-the-Line, Types of Media

Media Planning and Scheduling, Kinds of Scheduling

Media Factors: Media Class, Media Vehicles, Media Option, and Timing

Advertising Planning and Decision-making

Model of the Creation and Production Process

Copy Writing Strategies

Television Commercials, story board example of actual ads already released.

Testing Methods: Pre-testing, Post-testing, Concurrent testing

AIDA, DAGMAR(Defining Advertising Goals for Measured Advertising Results)Measurable, Benchmark, The Target, Time Period, Written- The 6-M Approach

Advertising Appeals