Page 49 - REC :: MBA CURRICULUM AND SYLLABUS :: R2019

Subject Code Subject Name (Theory course) Category L T P C
BA19P05 Integrated Marketing Communication Strategy FE 3 0 0 3

Objectives: This course introduces students to the basic concepts of advertising and sales promotion and
how business organisations and other institutions carry out such activities.
The course is designed broadly to:
 To familiarize the students with the concept of IMC and communication mix.
 To introduce students to the principles and types of advertisements.
 To comprehend and analyse media planning and effectiveness of advertisements.
 To promote understanding of sales promotion tools and techniques.
 To discuss and impart skills in Public Relations as part of the promotional mix.

UNIT-I Introduction to Integrated Marketing Communication: The communication process and 9
consumer behaviour - defining IMC –The Marketing Communication mix –Traditional vs.
Modern communication channels/media- Role of IMC in building Brand Equity.

UNIT-II Introduction to Advertising: Concept –definition-scope-Objectives-functions-principles of 9
advertisement-Different types of advertisements-Print–Radio-T.V.-Web/Online Advertising-
Mobile Advertising-Use of Social media for advertising-Endorsers and Message appeals in
advertising-Role of Advertisement in segmenting, targeting and positioning.

UNIT-III Advertising media – Planning and Analysis: Media plan – Type and choice criteria –design and 9
execution of advertisements -Message development-Role of advertisingagencies-Reach and
frequency of advertisements-Cost of advertisements-Advertising campaigns-Media Research –
Testing validity and Reliability of ads – Measuring impact of advertisements.

UNIT-IV Sales Promotions: Definition – Objectives of sales promotion - Sales promotion techniques – 9
Sampling and Couponing, Sales premiums and other promotions-Word-of-mouth (WOM)
influence and sponsorships-packaging-POP communications and signage- Online sales
promotions- Use of social media for promotion campaigns-Designing a sales promotion campaign
– Involvement of salesmen and dealers--Role of promotions in STP.

UNIT-V Public Relations: Introduction – Meaning – Objectives –Scope-Functions of PR- Process of 9
Public Relations- Integrating PR in to the promotional mix-PR and media relations-Advantages
and disadvantages of PR- PR tools and techniques-Measuring the Effectiveness of PR-Difference
between Marketing, PR and Publicity-Publicity campaigns.

Total Contact Hours : 45

Course Outcomes: Upon successful completion of the course, the students should be able to:
Developinsights into the importance of Integrated Marketing Communication strategies and the

communication mix.
Critically analyse variousobjectives, principles and types of advertisements and its role in segmenting, targeting

and positioning.
Apply their knowledge related to design and execution of advertising campaigns and measuring the effectiveness

of such campaigns.
 Critically analyze various concepts like Sales promotions, WOM, Sponsorships, POP communications.
 Evaluate concepts related to PR and publicity campaigns as part of the promotional mix.

Text Book (s):
th
1 George E Belch and Michel A Belch, Advertising & Promotion, Tata McGraw Hill, 7 edition, 2010.
th
2 Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education 7 Edition, 2007.
Kenneth Clow. Donald Baack, Integrated Advertisements, Promotion and Marketing communication, Prentice
3
Hall of India, New Delhi, 2003.

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