Integrated Marketing Communication (BM63091) (2-0-0: 2 Credit)

Course Instructor: Dr. Srabanti Mukherjee

Email: srabanti@vgsom.iitkgp.ac.in
Contact no: 9432298882

Course Objective
The objective is to understand the evolution of IMC and its growing role in both theoretical
and practical real-life scenario, both in India and across the world. This would include
knowledge of the core concepts and tools required for design and implementation of effective
IMC programs. After going through the course, the students will be able to understand
marketing communication more holistically and will be able to design appropriate marketing
communication strategies.
Session Plan
Sessio Topic Readings Cases
n
1-2 a. An Introduction to Chapter 1, 2 and
Integrated Marketing 3 of BBP
Communications
b. The Role of IMC in
the Marketing
Process
c. Organizing for
Advertising and
Promotion: The Role
of Ad Agencies and
Other Marketing
Communication
Organizations
3-4 Analyzing the Chapter 5 and 6 Caselet
Communication Process of BBP
5-6 Budgeting for the Chapter 7 of BBP Class Test 1 (30 marks):
Promotional Program MCQ type
7-8 Creative Strategy: Planning, Chapter 8 and 9 Case: Mountain Dew:
Development, of BBP Selecting New Creative; by
Implementation and Douglas B. Holt
Evaluation (502040-PDF-ENG)

9-10 Developing an IMC Chapter 14 and Class Test 2 (30 marks):

Programme: Direct 17 of BBP Designing a creative ad or
Marketing, Public Relations ADMAD show
and Publicity
11-12 Developing an IMC Chapter 16 of Case: Boots: Hair-Care Sales
Programme: Sales BBP Promotion; by
Promotion Murray Bryant, Pankaj
 Shandilya, Robert J. Fisher
(905A22-PDF-ENG)
13-14 Developing an IMC Chapter 15 of Case: Tech Talk: Creating a
Programme: Digital BBP Social Media Strategy;
Marketing Arpan Kumar Kar, Reema
Aswani
(W17432-PDF-ENG)

15-16 Media Planning Chapter 10-13 of Case: Pepsi-Lipton Brisk by

BBP Thales S. Teixeira, Alison
Caverly (512011-PDF-ENG)
17-18 Measuring effectiveness of a Chapter 18 Individual Assignment:
campaign, monitoring and Designing a complete IMC
control for a given product (40)
19-20 Course wrap up and Discussion

Evaluation
There will be no mid-semester and end-semester examination. Continuous evaluation will be
done as per the session plan.
Teaching Assistant:
Mr. Pankaj Vishwakarma
Email: pankajvish371@gmail.com
Mobile: 8436416361