Integrated Marketing Communication And Digital Marketing

Syllabus

Integrated Marketing Communications and Digital Marketing

Module 1

Integrated Marketing Communication Components and Process       8 Hours

IMC- Need, Tools; Structure of Advertising Agency: Full service agency, Account service (client servicing), Creative department, media department and their functioning; Types of Advertising Agencies; Indian Advertising road map; Acquiring and loosing clients , Agency evaluation, Ad agency revenue earning models.

Module 2

IMC Planning and Creative Execution Process                                        6 Hours

DAGMAR approach, Setting ad campaign budgets; Creative planning stages, Types of creative appeals, Types of message execution styles for Print Media, TV, Guidelines for evaluating creativity in advertising.

Module 3

Media Planning, Scheduling, Evaluation                                                 12 Hours

Vibrant Media spread in Indian- Publications, Television, Radio, outdoor media and Internet Entertainment and channels. Steps involved in media planning, selection of Media Type, Allocation of funds to various media. Media scheduling and related concepts; National Readership Survey, Broadcast Audience Research Council, Radio Audience Measurement, Audit Bureau of Circulation.

Module 4

Fundamentals of Digital Marketing                                                          12 Hours

Significance of Digital Marketing Changing media consumption trends, Difference between traditional marketing communication and internet based marketing communication, Understanding different internet tools: E mail, Usenet newsgroups, Blogs, Pod casting, World Wide Web. Internet; Conceptual clarity on internet related tools: E- marketing, Digital marketing, Blogs, Multichannel Marketing, Social Media Marketing, Viral Marketing; Website planning, E-commerce: Basic Principles, Importance, trends, advantages & disadvantages. E commerce models- B to B, B to C, B to Government, C to C, C to B, C to G.

Module 5

Social Media and Marketing                                                                       12 Hours

Social Media in India, Role of Social Media in Politics, Business, Recruitment, Public Opinion. Face book/ LinkedIn, Twitter/ YouTube: In India, Services offered, advertising options. Blogs: Importance, types and advertising options. Tracking and monitoring social media. Viral Marketing

Module 6

Search Engine Marketing and Online Reputation Management          6 Hours

Google Ad words, Page ranking, Search engine optimization, Search Engine Marketing Paid V/S unpaid models, On-line reputation management, Importance strategies, Addressing Negative comments.