Integrated Marketing Communication VTU MBA 4TH SEM

Syllabus

22MBAMM404

Integrated Marketing Communications

MODULE-1                                                                                                         (6 Hours)

Integrated Marketing Communication: Role of IMC in Marketing Process, IMC Planning Model, Marketing and Promotion Process Model.

Communication Process, Steps Involved in Developing IMC Programme, Effectiveness of Marketing Communications

Advertising: Purpose, Role, Functions, Types, Advertising Vs Marketing Mix, Advertising Appeal in Various Stages of PLC

Relevant Case Study

MODULE-2                                                                                                         (6 Hours)

Advertising Agency: Type of Agencies, Services Offered by Various Agencies, Criteria For Selecting the Agencies and Evaluation.

Advertising Objectives and Budgeting: Goal Setting – DAGMAR Approach, Various Budgeting Methods Used.

Relevant Case Study

MODULE-3                                                                                                         (7 Hours)

Media Planning: Factors Considered in Media Planning, Developing Media Plan, Importance, Problems Encountered, Advertising Media, Media Evaluation-Print, Broadcast Media, Support Media in Advertising.

Media Strategy: Creativity, Elements of Creative Strategies and Its Implementation, Importance of Headline and Body Copy.

Relevant Case Study

MODULE-4                                                                                                         (7 Hours)

Direct Marketing: Features, Functions, Growth, Advantages/Disadvantages, And Direct Marketing Strategies.

Promotion: Meaning, Importance, Tools Used, Conventional/Unconventional, Drawbacks, Push Pull Strategies, Co-Operative Advertising, Integration with Advertising and Publicity

Public Relation/ Publicity: Meaning, Objectives, Tools of Public Relations, Public Relation Strategies, Goals of Publicity

Corporate Advertising: Role, Types, Limitations, PR Vs Publicity

Relevant Case Study

MODULE-5                                                                                                         (7 Hours)

Monitoring, Evaluation and Control: Measurement in Advertising, Various Methods Used for Evaluation, Pre-Testing, Post Testing.

Relevant Case Study

MODULE-6                                                                                                         (7 Hours)

International Advertising: Global Environment in Advertising, Decision Areas in International Advertising.

Industrial Advertising: B 2 B Communication, Special Issues in Industrial Selling.

Internet Advertising: Meaning, Components, Advantages and Limitations, Types of Internet Advertising

Advertising Laws & Ethics: Adverting & Law, Advertising & Ethics, Pester Power, Intellectual Property Rights, ASCI

Relevant Case Study