IMC AND BRANDING RTMNU BBA SIXTH SEM

Syllabus

6T3: IMC and Branding

Unit 1: Introduction to Integrated Marketing Communication (IMC) 

Concept of Integrated Marketing Communication (IMC), Functional Areas of Marketing Communications, IMC Communication Tools, IMC Planning Process.

Unit 2: Media Planning and Strategy 

Developing Media Plan, Problems in Media Planning, Media Planning Criteria- Target Market Coverage, Scheduling, Reach versus Frequency and Budget Considerations, Establishing Media Objectives, Developing and Implementing Media Strategies.

Unit 3: Introduction to Brand Management 

Concept of Brand, Evolution of Brands, Characteristics of Brands, Selecting a Brand Name, Branding Challenges and Opportunities, Strategic Brand Management Process.

Unit 4: Brand Positioning 

Identifying and Establishing Brand Positioning, Positioning Guidelines, Defining and Establishing Brand Values, Internal Branding; Choosing Brand Elements to Build Brand Equity: Criteria for Choosing Brand Elements