Page 47 - MBA curriculum and syllabus R2017 - REC

Department of MBA, REC

BA17E04 INTEGRATED MARKETING COMMUNICATION L T P C
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OBJECTIVE

This course introduces students to the basic concepts of advertising and sales promotion and how business
organisations and other institutions carry out such activities.

UNIT – I INTRODUCTION TO ADVERTISEMENT 9

Concept –definition-scope-Objectives-functions- setting advertisement objectives – Advertisement Agencies
– Selection and remuneration – Advertisement campaigns – case studies.

UNIT – II ADVERTISEMENT MEDIA 9

Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of advertisements -
related to sales – Media strategy and scheduling. design and execution of advertisements -Message
development – Different types of advertisements – Layout – Design appeal – Copy structure

UNIT – III SALES PROMOTION 9

Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion techniques –
Trade oriented and consumer oriented. Sales promotion – Requirement identification – Designing of sales
promotion campaign – Involvement of salesmen and dealers –– Online sales promotions- case studies.

UNIT – IV PUBLIC RELATIONS 9

Introduction – Meaning – Objectives –Scope-Functions-integrating PR in to Promotional Mix-Marketing
Public Relation function- Process of Public Relations-advantages and disadvantages of PR-Measuring the
Effectiveness of PR- PR tools and techniques. PR- Research, Evaluation, Counseling-Marketing Public
Realtions (MPR)-Structure of Public Relations Department..

UNIT – V PUBLICITY 9

Introduction – Meaning – Objectives - Tools – Goals of Publicity – Scope of Publicity – Importance of
Publicity – Difference between Marketing, PR and Publicity - Social publicity –– Publicity Campaigns
Total: 45
OUTCOMES

1. Understand and apply the basic principles of advertising management
2. Understand about the media planning and development of advertisements.
3. Understand various concepts related to the development sales promotion techniques
4. Will be able understand about the concepts of public relations and publicity.
5. Insight into the importance of advertising and sales promotion campaigns planning and objective
setting in relation to consumer decision making processes

TEXTBOOKS

th
1. George E Belch and Michel A Belch, Advertising & Promotion, Tata McGraw Hill, 7 edition,
2010
2. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education

Curriculum and Syllabus | Master of Business Administration | R2017 Page 47