Integrated Marketing Communication And Brand Management

Syllabus

MBA: (Code-3T3)

Module-1

Marketing Communication: Introduction, Objectives, Using MC to Build Brand,

Introduction to IMC: Concepts,IMC Partners & Industry Organisation.

How Brand Communication Works, How Brand Decision Makers Respond to MC Messages. IMC Planning Process

Module-2

Creating Sending & Receiving IMC Messages - How to Develop Creative Message Strategy, How to get a Big Idea; Message Execution.

Module-3

Media planning: Media Classifications, Advertising & IMC Media Planning, Consumer Sales Promotion, Trade Promotion, Personal Selling, Public Relations, Direct Marketing, Event Marketing and Customer Services; Evaluating IMC Campaigns

Moduel-4

Brand Management & Brand Equity: Meaning, Scope of Brand, Brand Management. Branding Challenges & Opportunities. Strategic Brand Management – Need & Process. Identifying & Establishing Brand Positioning & Values-Brand Equity, Customer Based Brand Equity, Brand Positioning.

Module-5

Planning & Implementing Brand Marketing Program, Measuring & Implementing Brand Performance.