Integrated Marketing Communication

Program : MBA Class of : 2011

Credit : 3 Sessions : 33
Course Code : SL MM 605

Objective
i) To enable students to build a sound theoretical and practical understanding of the formulation
of promotional strategy and the management of the marketing communication process

ii) To develop an understanding of the economic and creative justifications for marketing
communications and

iii) To be sensitive to legal and ethical considerations in the formulation and the implementation
of marketing communications strategy.

REFERENCE BOOKS AUTHOR / PUBLICATION

Advertising & Promotion: An Intergrated
Marketing Communication Perspective
Marketing Communication Strategy
Advertising and Promotion
FCB Ulka Brand Building Advertising Concepts
And Cases
Advertising Management, 5th e
Advertising Communications and Promotion
Management
Advertising and Promotion Management, 2nd e
Strategic Marketing Communications : New
Ways to Build and Integrate Communications
Principles of Advertising & Integrated
Marketing Communication– 2005e
Why we Buy: The Science of Buying
Planning for power Advertising
Belch George & Belch Michael A - TMH
IUP
Belch, G E / Belch, M A. Tata McGraw-Hill
Parameswaran, M G. Tata McGraw-Hill
Aaker, David A et al. Prentice-Hall, India
Rossiter / Percy - Tata McGraw Hill
Rossiter, John R / Percy, Larry. McGraw-Hill
Smith, Paul et al. Kogan Page, UK
Duncan, Tom. Tata McGraw Hill
Underhill, Paco
Halve, Anand. Sage publication
Detailed Syllabus
Introduction to Integrated Marketing Communication: The Promotional –Mix, Role of Marketing
Communications in Marketing, Evolution and Importance of Integrated Marketing Communication, Economic and
Creative justification of marketing communications.
Developing a Theoretical understanding of Marketing Communications: The Communication Process,
Behavioral Aspects of Marketing Communication, Consumer response to persuasive communications- Different
models like Response Hierarchy Models, FCB planning Model, Cognitive Processing Models, Influence of source
message and channel factors on communication.
Planning and organising the Integrated Marketing Communication Processes: Concepts of STP, Identification
of the target audience, Establishment of Marketing Communications objectives, Setting Marketing Communication
Budget, Organising for Marketing Communications : Role of Ad Agencies and other Marketing Communication
organizations, Client Agency Relationship
Media Issues: Print Media, Broadcast Media, Display Media, Internet and Interactive Media, Support Media, Media
Planning and Strategy-Media Plan, Media objectives, Developing, Implementing and Evaluating Media strategies.
Message Strategy: Creativity, The Creative Process, Creative strategy development- Copy Platform, The Big Idea,
Creative Strategy, Implementation and Evaluation
Other elements in Marketing Communications Strategy: Below-the-line Communications, Sales Promotion,
Public Relation, Event management, Publicity, Corporate Advertising, Direct Marketing, Personal Selling.
Monitoring Evaluation and Control of Integrated Marketing Communications Strategy: To measure or not to
measure, Measurement process for Advertising, Measuring the Effectiveness of other Marketing Communication
elements
International Marketing Communication: Role of international marketing communication in international
marketing, Cultural and other differences, Global Vs. localized marketing communications, Organizing for
international marketing communication
Wider issues in Integrated Marketing Communications: Regulation of Advertising and Promotion – Self and
State regulation, Social, Ethical and economic aspects of Marketing Communication.
Cases
Faculty will be handling eight or more cases
Marketing and Communication Strategy of Titan
VIP Industries - Positioning Itself as a Lifestyle Brand
Horlicks - Effective Repositioning Through Focused Advertising
'The Onida Devil' Returns
Changing Media Environment in India - Implications for Advertisers and Media Planners
Life Insurance Marketing in India: Changing Advertisement and Promotion Norms
Coke and Pepsi Television Commercials
ColorPlus - Redefining the Rules of Promoting Apparel
Creative Communications in the Indian Automobile Industry - Print Advertising for the Tata Indica
The Siyaram Celebrity Endorsement Experience
Consumer and Trade Promotions - Haier Appliances (I) Pvt. Ltd.
Google and the 'Click Fraud' Menace
Orbitz's Effective Online Advertising
SMS Advertising
 Buzz Marketing - A Marketing Communications Tool
The Marlboro Story
HLL's Media Strategy for Close-Up
The 'Incredible India' Campaign: Marketing India to the World
SBI Life Promotes Pension Schemes
Promoting Television Serials - 'Jassi Jaissi Koi Nahin'
'Goli ke Hamjoli' (Friends of the Pill) - An Integrated Social Marketing Campaign
Brand Management Strategy of Dabur Vatika
The Multi-Branding Strategy of Yum! Brands
Asian Paints - Adding Colors
Airtel - Positioning (and Repositioning)
Relaunch of Frooti - The 'Digen Verma' Campaign
Lifebuoy - Successful Repositioning & Re-launch of an Established Personal Care Brand
IKEA's Global Marketing Strategy
Marketing Viagra in India
Titan Watches - Advertising in Global Markets
Perfetti Van Melle - Outsourcing Indian Advertisements
The Story of Benetton's Advertisement Campaigns
Childhood Obesity: Should Junk Food be Regulated?
Crisis Management at Bausch & Lomb - 'ReNu The MoistureLoc' Controversy
Communicating during a Crisis - The Pepsi Syringe Scare
PepsiCo’s Distribution and Logistics Operations
Reverse Logistics - Gaining Importance
Revamping the Supply Chain - The Ashok Leyland Way
Sears - Logistics Management Practices
Carrefour - Managing the Global Supply Chain
Unilever Restructures its Supply Chain Management Practices
Asian Paints - Blending Technology and Distribution
Source: Case Studies in Marketing Communications
 Suggested Schedule of Session

No. of
Topic
Sessions
Introduction to Integrated Marketing Communication (Including case discussion) 2
Developing a Theoretical understanding of Marketing Communications (Including case discussion) 4
Planning and organizing the Integrated Marketing Communication Processes (Including case 4
discussion)
Media Issues (Including case discussion) 4
Message Strategy (Including case discussion) 4
Other elements in Integrated Marketing Communications Strategy: (Including case discussion)
Below-the-line
1
Sales Promotion (Including case discussion)
2
Public Relation, Event management, and Publicity Corporate Advertising (Including case
discussion) 2
Direct Marketing 1
Personal Selling.
1
1
Monitoring, Evaluation and Control of Integrated Marketing Communications Strategy 2
International Marketing Communication (Including case discussion) 3
Wider issues in Integrated Marketing Communications 2
Total 33