Session Plan, Greater Noida

PGDM, Trimester-V, Batch 2019-2021

Course Name and Code : Integrated Marketing Communication

Type of Area/Course : Specialization
Instructor Name: Dr. Gagan Katiyar
Course Credit: 2.5
Total Number Teaching Hours: 25 Hours

Mapping with PILO*: Upon completion of the programme every student shall be able to develop a managerial perspective and an
informed decision making ability to enable the marketing executives tackle the marketing communication situations successfully.

CLG: This course will enable the student to uunderstand, through a mix of theory and cases, the fundamentals of
Marketing Communications and contemporary trends and challenges in the rapidly changing environment. This will
also help students to distinguish between different tools of marketing communication and their necessary application
to organizations in addition to identifying the most relevant and cost effective communication mix targeted to the
company’s audience that provides efficiency and effectiveness of the marketing program. The final purpose is that
students should know to apply tools in an integrated way so that each tool of communication has a complimentary
effect for all communications from the company, both in the light of Indian context.

Assessment Actual CILO

CIL Course Intended Learning Blooms Expected CILO*
Tools Attainment
O Outcomes Taxonomy Attainment Level
Direct / Indirect Level
Identify the elements of
Class Not more than 15%
marketing communication
Participation student should
1 process and understand the Remember
and Listening Score less than 40%
concepts of communication
assessment marks
Not more than 15%
Understand the knowledge of
Understand Viva student should
2 marketing communication in a
ing (Compulsory) Score less than 40%
holistic way
marks
Demonstrates practical
Not more than
application of tools of Project
15% student
3 marketing communication Applying Work/Case
should Score less
across situations Study
than 40% marks

Instructor’s Contact
Email: gagan.katiyar@bimtech.ac.in

Phone: 0120-2323001-10 Ext 359

 Recommended Text Book: Shah, D’Souza: Advertising & Promotions, An Integrated Marketing
Communications Perspective, Tata McGraw Hill, 2009

Other Suggested Readings (Books):

1. Clow Kenneth E, Baack Donald: Integrated Advertising, Promotion and Marketing
Communications, Pearson Education.

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2. Aaker, David A., Myers John, G., and Batra, Rajiv: Advertising Management, Pearson Education.
3. S. H. H. Kazmi and S. K. Batra: Advertising and Sales Promotion, Excel Books
4. Dunn, S. Watson and Barban, Arnold M: Advertising – Its Role in Modern Marketing, The Dryden Press.

Case Studies
1. Chicken of the Sea Case
2. Gateway Case
3. Grey for Amrutanjan
4. Benetton Case
5. Bahubali Case

Group Assignment

1. Creative Copy Writing

2. Mapping Brand-Contact Points for a Product/ Service Offering

Pedagogy
Teaching pedagogy will be a mix of Lectures, Tutorials, Class discussions, Class Exercises, Cases & Assignments

Assessment Criteria, Schedule and Weightage

Criteria Marks/Weightage Date /Week #

Field Assignment (Online/Off line) 20 End of teaching
Creative Copy Writing 10 Second week of teaching
Case Discussions 10 During regular class
Class participation & Viva Voce 10 Ongoing process till completion
End Term Exam 50% End of Trimester
Total 100%

Expectations from the students

1. Read assigned chapters/articles/cases before the session
2. Keep a track of deadlines
3. Major focus shall be on reading the material and refrain from using PowerPoint presentations for the
complete study.

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Schedule/ Weekly Plan

Week Topics Covered Assessment / Case Learning Mapping of

Deadlines Studies/Articles/Exercises Outcomes/ Skills CILO’s

1 Introduction to IMC   Understanding of CILO-1

basic concepts,
Basic
understanding of
Marketing
Communication

2 Organization for Chicken of the Sea Knowing the role of CILO-1

Advertising & Ad Agencies and
Promotion other marketing
communication
organizations.

Learning the
Perspectives on
Consumer
Behaviour

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3 Source Message Gateway case Understanding CILO-2

and Channel Factors Major variables in
the communication
system and their
influence on
consumer
processing of
promotional
messages

Understanding
Selection of a
source for
promotional
messages and
message
structures/appeals
used to develop a
message including
choice of medium

4 Creative Strategy: 1. Creative Content Role of creativity in CILO-2, CILO-3

Planning & Writing Advertising, its
Development 2. Mapping brand process and types
contact points of creative copies
influencing
consumer behavior

Role of Client and

Agency, their
relationship and
conflicts

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5 Media Planning & Learning Media CILO-2, CILO-3

Strategy Planning concept
and development

Understanding
media
characteristics and
its implementation

6 Sales Promotion Grey for Amrutanjan Learning the CILO-3

Nature, role,
Benetton Case objective and
importance of Sales
Promotion

Understanding
Types of consumer
and trade oriented
sales promotion
tools, its
coordination with
Advertising

Familiarising with
Challenges in Sales
Promotions

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7 Public Relations, Bahubali Case Understanding Role CILO-3

Publicity and of Public Relations,
Corporate Publicity and
Advertising Corporate
Advertising in the
Promotional Mix.

Understanding
Methods of
measurement.

Knowing the
Different forms of
Corporate
Advertising

8 Direct Marketing & Role and CILO-3

Personnel Selling importance of
Direct
Marketing/Personal
Selling.

Strategies & Tactics

of Direct
Marketing/Personal
Selling.

Scope and
Effectiveness.

9 Internet & Role & Importance, CILO-3

Interactive Media Evaluation of
effectiveness &
practical
implication

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Class Rules and Regulations

The class will start exactly as per the time given in the time table. The doors will be closed after I have entered the
classroom and no student will be permitted to enter thereafter.

Attendance will only be marked for actual physical presence in the complete class.

Receiving and making phone calls during the class is strictly banned. Please keep your cell phones on silent mode during the
class.

You are required to bring your laptop fully charged in every class. However, working on the laptop will only be permitted
when specifically asked to do so.

There will be some study material sent to you well before every class. You are expected to read each of them very carefully
before coming to the class. In class discussion will be on ‘Learning Objectives’ and ‘questions/ exercises’ spelt out with
every article. Any student in the class may be called upon to answer a question given with the article. Every module will also
be covering a Case Study which will be discussed by way of presentations made by groups. Any group/s may be called upon
to present an answer to the question/s mentioned at the end of the case. Class room participation will be monitored and
appropriately given marks.

Every class will also devote time to questions/ explanations students may seek on the book chapter/s marked as a part of a
module. Students will be expected to read the chapter before coming to the class.

All field and class assignments are to be submitted on time as stipulated in class.

Definitions and meanings:

Program learning Goals (PLGs): PLGs can be defined as the knowledge, skills, or behaviors that a program’s students should be
able to demonstrate upon program completion. Program learning goals are framed broadly to encompass the complex conceptual
aspects of the degree. These are derived from the Institute’s mission statement.

Program intended Learning Objectives (PILOs): A set of measurable learning objectives for each PLG. One PLG can have more
than one measurable PILO.It represent broad statements that incorporate many areas of inter-related knowledge and skills
developed over the duration of the program through a wide range of courses and experiences. They represent the big picture,
describe broad aspects of behavior, and encompass multiple learning experiences.

Course Learning Goals (CLGs): Course learning goals are broad statements of what the students will be able to do when they
have completed the course. These Learning goals are broad, general statements of what we want our students to learn and
provide direction, focus, and cohesion.

Course Intended Learning Outcomes (CILOs): CILOs are set of measurable learning objectives for each course. Course
IntendedLearning outcomes describe the learning that is expected to take place across the curriculum through concise statements,
made in specific and measurable terms, of what students will know and/or be able to do as the result of having successfully
completed a course. 

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