Syllabus

                                                        Integrated Marketing Communication Course Code: 17IMG24GM1

Unit-I

Introduction–Concept of Marketing Communication, Marketing Communication Mix, Factor Affecting Marketing, Communication Mix, Drivers of Integrated Marketing Mix; Models of Marketing Communication – Blade Box, Model, AIDAS Model, Lavidge Steiner Model, DAGMAR Model, PCB Model; Marketing Communication, Planning Process

Unit-II

Managing the Marketing Communication Process – Analysis of Promotional Opportunities, Concepts of Segmentation and Target Marketing, Promotional Strategy of Formulation and Competitive Positioning, Determination of Promotional Objectives, Deciding Promotional Appropriation, Integrating Marketing Communication Programme, Commissioning and contracting External Resources

Unit-III

Advertising and Media Planning – Advertising Plan, Creative Strategy, Advertising Appeal, Creative Formats, Stages of Creative Strategy – Idea Generation, Copy Writing, Layout, copy testing and Diagnosis; Media planning – Traditional and Contemporary Media; Media Objectives – Reach, Frequency, Cost etc.; Media Strategy, Media Scheduling, Media Planning Models, Key Issues in Advertising – Comparative Advertising, Web Advertising; Advertising Agency – Functions and Types, Outdoor Advertising

Unit-IV

Wider Issues and Dimensions – Sales Promotions, Personal Selling, Direct Marketing, Public Relations, Publicity and Corporate Advertising, Unconventional Promotional Media, Marketing Communication Budgeting, Measuring, Promotional Performance, Global Marketing Communication, Legal and Ethical Issues in Integrated Marketing, Communication