CENTRAL UNIVERSITY OF HIMACHAL PRADESH

[Established under the Central Universities Act 2009]

Dharamshala, District Kangra - 176215 (HP)
www.cuhimachal.ac.in

Course Code: MGT 345, April – June 2021 [Semester during Covid Pandemic]
Course Name: Integrated Marketing Communication (IMC)
Faculty Name: Dr. Sarvesh Kumar, Assistant Professor, HPKV Business School, SoCMS
Credits Equivalent: 2 Credits (One credit is equivalent to 15 hours of lectures / organized classroom
activity / contact hours; 5 hours of laboratory work / practical / field work / Tutorial / teacher-led
activity and 15 hours of other workload such as independent individual/ group work; obligatory/
optional work placement; literature survey/ library work; data collection/ field work; writing of papers/
projects/dissertation/thesis; seminars, etc.)
Course Objectives: The course is designed to:
 To equip the students to implement promotional mix tools with the marketing theory and
concepts to what marketers do in "the real world".
 To lead the dynamic environment of marketing by using IMC as tool in crafting the effective
marketing programs by selecting appropriate strategies for competitive advantage.
 To prepare the students with robust understanding of New Normal and pandemic affected
market scenario .
Attendance Requirement:
Students are expected to attend all lectures in order to be able to fully benefit from the course.
Minimum of 75% attendance is a must failing which a student may not be permitted to appear in the
examination.
Evaluation Criteria:
1. Mid Term Examination: 25%
2. End Semester Examination: 50%
3. Continuous Internal Assessment : 25%
 Class participation: 5%
 Assignments: 10%
 Case studies /Field Surveys/Quiz/Activity, etc.: 10%

COURSE CONTENTS:

UNIT – I: Introduction to IMC and Theories of IMC (5 HOURS)

 Overview of Communication, Business Communication, Marketing Communication and
Integrated Marketing Communications
 Communication Model, Communications Channels and Process, Need of Integrated Marketing
Communication
 Genesis and Framework of IMC theories, Four Theories of How IMC works by Sandra Moriarty
and Don Schultz
 Defining IMC by the thinkers and scholars, Role of Integrated Marketing Communication
 IMC to build brand equity
 Ethical Issues and current Challenge

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UNIT – II: Components of IMC & Promotion Mix (10 HOURS)
 Role and Relevance of Advertising, Four major marketing communication option
 Sales Promotion – media planning and management, The new media environment during
pandemic caused by Covid 19
 Different tools used to sales promotion and their specific advantages and limitations
 Shifting paradigm of Traditional Advertising due to pandemic caused by Covid 19
 Traditional Promotion
 New Media & Other IMC option
 Direct Marketing, Channel Marketing & Marketing Public Relation
 IMC Mix: PR, Sponsorship, Advertising, Direct Marketing Communication, Sales Promotion,
Personal selling.
 Public Relation – concept and Relevance
 Consumer Response to price and Sales Promotion

UNIT – III: Communication Process & Advertising Messages (4 HOURS)

 Development of Advertising, Creativity and Ad Theory, IMC Message Processing, Creative
Execution, The Role of Emotion in Processing Advertising, Theories of Emotion and Affect in
Marketing Communications
 Designing and Managing Integrated Marketing Communications
 IMC, Advertising Research, and the Advertising Discipline
 Total Marketing Communication Budget

UNIT – IV: IMC Plan & Integrated Marketing Communications Strategy (6 HOURS)
 IMC Planning Process, Sponsorship and product planning, Finalizing and Implementing IMC
 Integrated campaign development: advertisement
 Promotions: Integrated Marketing Communications Strategy
 Corporate Communication , International Marketing Communication
 Word of Mouth Influence
 The Response to Advertising

UNIT – V: Issues and Challenges in IMC (5 HOURS)

 Future of IMC: Changing paradigm
 Use of internet as a medium of marketing: Managerial issues in reaching consumers/organization
through internet.
 Online Advertising, eCommerce/mCommerce, E-Communication
 Web Based Advertising: A Tool of Digital and Internet Based marketing
 Social Media Marketing
 Electronic, new and social media and their implication on IMC

Prescribed Text Books:

1. Belch, George E. and Belch, Micheal A. (2012), Advertising and Promotion: An Integrated Marketing
Communications Perspective, 7/e, McGraw Hill: Irwin.
2. Eagle, L; Stephan Dahl, B. Czarnecka and Jenny Lloyd (2015). Marketing Communication, Routledge: New
York.
3. Pickton, David and Broderick, Amanda (2005), Integrated Marketing Communication, 2/e, Pearson
Education Limited: England.
4. Rodgers, Shelly and Esther Thorson (2012). Advertising Theory (edited), Routledge: New York.
5. Robert East; Malcolm Wright and Marc Vanhuele (2009). Consumer Behavior: Application in Marketing,
Sage Publications, New Delhi.

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 6. Shimp, Terence A and J. Craig Andrews (2015). Advertising, Promotion, and aspects of Integrated
Marketing Communications,9e, Cengage Learning, Delhi.

Single chapter from different books/sources:

1. Keller, Kevin Lane; Vanitha Swaminathan, Ambi MG Parameswaran, and Isaac C Jacob (2013). [Chapter 6:
Integrated Marketing Communication to buil Brand equity, pg: 197 to 232], Strategic Brand
Management: Building, Measuring and Managing Brand Equity, 5the; Pearson Education, New Delhi.
2. Kotler, Philip; Kevin Lane Keller; Abraham Koshy and Mithileswar Jha (2013). [Chapter 16: Designing and
Managing Integrated Marketing Communication, pg: 374 to 401], Marketing Management: A South
Asian Perspective, 14 /ed; Pearson Education, New Delhi.
3. Moriarty, Sandra and Don Schultz (2012). “Four Theories of How IMC works”, pg: 491-505, in the edited
book by Rodgers, Shelly and Esther Thorson (2012), Advertising Theory, Routledge: New York.
4. Rose, Patricia B. (2012). “IMC, Advertising Research, and the Advertising Discipline”, pg: 563 -566, in the
edited book by Rodgers, Shelly and Esther Thorson; edited (2012). Advertising Theory, Routledge: New
York.

Suggested Additional Readings:

1. Clow, Kenneth E. and Donald Baack (2014). Integrated Advertising, Promotion, & Marketing
Communication, 6thed; Pearson Education: New Delhi.
2. Jugenheimer (2010), Advertising and Public Relations Research, 1st Ed. PHI Learning.
3. Monippally, Mattukutty M. (2001). Business Communication Strategies, Tata McGraw Hill: New Delhi.
4. Malaval, Philippe, Marie-Hélène Abbo, Muneesh Kumar and Jean-Marc Décaudin (2015), Integrated
Marketing Communication: Pentacom, 4/e, Pearson Education: New Delhi.
5. Ogilvy, David (1985). Ogilvy on Advertising, Vintage Books: New York
6. Rodgers, Shelly and Esther Thorson; edited (2012). Advertising Theory, Routledge: New York.
7. Singh, Bhagwan 2017. Web Based Advertising: A Tool of Digital and Internet Based marketing. Anamika
Publishers: New Delhi.
8. Tuten, Tracy L. and Michael R. Solomon 2015. Social Media Marketing, 2e. Sage Publications India Pvt
Ltd: New Delhi
9. Sirgy, M. Joseph and Don R. Rahtz (2001). Integrated Marketing Communication: A Strategic Approach,
1st ed; Cengage Learning: New Delhi.
10. Shimp, A. Terence and J. Craig Andrews (2013). Advertising, Promotion, and other aspects of Integrated
Marketing Communication, 9th edn, Cengage Learning: New Delhi.
11. Smith, P R and Ze Zook (2011). Marketing Communication: Integrating offline and online with social
mMedia, 5/e, Kogan Page: New York.
12. Wells, William D.; John Burnett and Sandra Moriarty (2012). Advertising: Principles and Practice, 7th edn;
Pearson Education: New Delhi.

Prescribed Text Chapter

Lectures Topics
Book No.
Overview of Communication, Business  Book 2 1,2
Lecture – 1 Communication, Marketing Communication and Book 3 1, 2
Integrated Marketing Communications Book 6 1
Communication Model, Communications Channels
Lecture – 2 and Process, Need of Integrated Marketing  Book 2 4
Communication
Genesis and Framework of IMC theories, Four
Lecture – 3 Theories of How IMC works by Sandra Moriarty  Book 4 1, 32
and Don Schultz
Defining IMC by the thinkers and scholars, Role of
Integrated Marketing Communication, IMC to  Book 4 17
Lecture – 4
build brand equity Book 6 3

Lecture – 5 Ethical Issues and current Challenge  Book 2 16

Book 3 10
3
 Book 6 4
Lecture – 6 Role and Relevance of Advertising, Four
Book 6 7
major marketing communication option
Lecture – 7 Sales Promotion – media planning and
management, The new media environment Book 6 18, 19, 20
during pandemic caused by Covid 19.
Lecture – 8 Handout,
Different tools used to sales promotion and
Classroom
their specific advantages and limitations discussion
Shifting paradigm of Traditional Advertising
Lecture – 9  Book 1 & Activity  4
due to pandemic caused by Covid 19
Lecture – 10 Traditional Promotion  Book 1  5
Lecture – 11 New Media & Other IMC option  Book 1  6
Lecture – 12 Direct Marketing & Channel Marketing  Book 1  7
Lecture – 13 IMC Mix: PR, Sponsorship, Advertising, Direct
Marketing Communication, Sales Promotion, Handout
Personal selling
Lecture – 14 Public Relation – concept and Relevance
Handout

Lecture – 15 Consumer Response to price and Sales

 Book 5  9
Promotion
Development of Advertising, Creativity and Ad Book 1 8, 9
Theory, IMC Message Processing, Creative Book 2 5
Lecture – 16 Execution, The Role of Emotion in Processing Book 3 8
Advertising, Theories of Emotion and Affect in Book 4 5, 6, 13,
Marketing Communications
Designing and Managing Integrated Marketing Handout
Lecture – 17
Communications
IMC, Advertising Research, and the Advertising Book3 16
Lecture – 18
Discipline Book 4 38
Lecture – 19 Total Marketing Communication Budget Book 3 18
IMC Planning Process, Sponsorship and product  Book 1  11,12, 13
Lecture – 20
planning, Finalizing and Implementing IMC Book 3 13
Lecture – 21 Integrated campaign development: advertisement Book 2 11
Promotions: Integrated Marketing Book 2 12
Lecture – 22
Communications Strategy
Corporate Communication , International  Book 3  14, 15
Lecture – 23
Marketing Communication Book 4 10
Lecture – 24 Word of Mouth Influence  Book 5 10
Lecture – 25 The Response to Advertising  Book 5 11
Lecture – 26 Future of IMC: Changing paradigm Book 4 34 to 37
Lecture – 27 Use of internet as a medium of marketing:
Managerial issues in reaching Book 6 13
consumers/organization through internet.
Lecture – 28 Online Advertising, Web Based Advertising: A  Book 2 9
Tool of Digital and Internet Based marketing. Book 4 19
Lecture – 29 eCommerce/mCommerce, E-Communication
 Book 2 9
Electronic, new and social media
Lecture – 30 Social Media Marketing, Electronic, new and
Book 6 14
social media and their implication on IMC

4
Book 1: Belch, George E. and Belch, Micheal A. (2012), Advertising and Promotion: An Integrated
Marketing Communications Perspective, 7th global edition, McGraw Hill: Irwin.
Book 2: Eagle, L; Stephan Dahl, B. Czarnecka and Jenny Lloyd (2015). Marketing Communication,
Routledge: New York.
Book 3: Pickton, David and Broderick, Amanda (2005), Integrated Marketing Communication, 2nd/e.
Pearson Education Limited: England.
Book 4: Rodgers, Shelly and Esther Thorson (2012). Advertising Theory (edited), Routledge: New York
Book 5: Robert East; Malcolm Wright and Marc Vanhuele (2009). Consumer Behavior: Application in Marketing,
Sage Publications, New Delhi.
Book 6: Shimp, Terence A and J. Craig Andrews (2015). Advertising, Promotion, and aspects of Integrated
Marketing Communications,9e, Cengage Learning, Delhi.