Sub Committee for Curriculum Development

Marketing Specialization
Course Name: Integrated Marketing Communication

Course Code: T2127

Number of Credits: 2

Course Code – MM P 015

Course Range – 700-899

Level: 5

Learning Objective(s): After the completion of this course, a student shall be able to :

 Identify and explain different approaches to Marketing communication & also how to analyse
and apply specific communication tools.
 Leverage various media options for building brand value and communication strategies.
 Compare and choose between the different tools taught under Integrated Marketing
Communication.
 Examine scenarios and able to select proper budgeting methods for IMC purposes.
 Compose the strategic and tactical aspects of IMC enabling comprehensive IMC
decisions.

Pedagogy:

1. Lecture
2. Case Study
3. Projects
4. Group Presentation

Pre-learning:

1. Marketing Management

Course Outline

Sr. Topic Hours

No.
1. Understanding Marketing Communications 3
a. Drivers to IMC
b. Communication process
c. Redefining the scope of IMC
d. Barriers to IMC

2. Models of Marketing Communication ( evolution) 3

a. AIDA
b. Black box
c. DAGMAR
d. HAM
e. FCB
3. Marketing Communication Mix 4
ATL Vs. BTL
Traditional Media ( Print/ Broadcast/ Electronic)
Advertising, Personal selling, Sales Promotion, PR, Direct Marketing
Sponsorships, Exhibitions, Packaging, POP, digital, Word of Mouth,
Corporate Identity.
Factors affecting MCM.

4. Creating the IMC Plan 4

a. Situation Analysis
b. Marcom Objectives
c. Budget planning
d. Developing a Marketing Communications program
e. Evaluation and Control of Marketing Communication Program
5. Creative & Media Strategy 5
a. Designing an effective message
b. Creative options and formats
c. Promotion appeals
d. Creative stages

6. Media strategy & Marketing Communication Delivery ( integrating multiple 4

channels)
a. Evaluating Media options
b. Merging media and creative strategy
c. Analysing brand context
d. Determining relevance of Brand context
e. Appreciation of customer insight
7. Marketing Communication budget planning
a. Budgeting Methods 2
b. Allocation of budget
c. The budgeting process
8. Ethics and Legal issues in IMC 2

9. Cases and contemporary issues in IMC : Best campaigns, current Strategies etc. 3
 Total Hours 30

Textbooks and Reference Material:

1. IMC The next Generation by Don Schultz. Tata Mc Graw Hill

2. Integrated Marketing Communications: strategic Planning perspectives 3/e Keith. J Tuckwell.
Pearson’s

Suggested Evaluation Methods:

Evaluation: 2 credits – 100 marks

i) Internal – 60 marks
a. Assignments ( model application) - 20 marks (Individual)
b. 2 Projects ( strategy design) / (Communication analysis)- 30 marks (Group)
c. Case Study/ Project presentation - 20
d. Class Test –- 20 marks
ii) External- 40 marks

Parallel/Similar courses the existing curriculum:

S.No. Name of the course Institute where it was offered

1. IMC SCMHRD
2. IMC SIIB
3. IMC SIMS
4. IMC SITM
5. IMC SCMS PUNE
6. IMC SIBM PUNE
7. IMC SIBM BENGALURU

Name of Prof. Tarun Dr. Trupti Dr. Nivedita Dr. Swati

Member Ghosh Dhote Sharma Nalawade
Faculty Assistant Assistant Associate
Designation
Professor Professor Professor
Org. / Inst. SIMC UG Pune SITM Pune SIIB Pune SIMS, Pune

Signature

Name of the Expert:

Signature:

Date:

Benchmarking:

1. New castle http://www.newcastle.edu.au/course/GSBS6300.html
2.Australian school of
business : http://www.asb.unsw.edu.au/currentstudents/academicinformation/courseinformation/Documents/MNGT535
7%20Integrated%20Marketing%20Communications.pdf

3.Western Dan Management http://mos.uwo.ca/courseinformation/outlines/PDFs/2012-2013/MOS

%203322F002Lee.pdf 

4. 4. Xaviers - http://www.sxccal.edu/cop/PGDIMC.htm

5. University of Auckland- http://www.courses.business.auckland.ac.nz/CoursePdfs/MARKET703.pdf

6. Griffith university - http://www.griffith.edu.au/courseoutlines/OLD/mkt/2010/3101/7209MKT_3101_CO.pdf