Indian Institute of Management, Udaipur

Post-Graduate Programme in Management

Academic Year 2020-21
Course Outline for Advertising Management and Integrated Marketing Communication

Credits : 4 Term : VI
Instructor : Prof. Arundhati Bhattacharyya
Email : Arundhati.bhattacharyya@iimu.ac.in
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Course Objective:

Through an introduction of various promotional tools and methods of advertising, this course
aims to help student learn to integrate all elements of marketing communication to gain a better
ROI.

At the end of completing the AMIMC course successfully, students should be able to:
 Strategically and logically solve marketing communication problems
 Choose a marketing communications mix to achieve a brand’s communications and
advertising strategy and objectives of the IMC campaign plan.
 Develop a creative strategy to reach the target audience and deliver the brand promise
through an IMC campaign.
 Develop an integrated cross-media strategy for consumer engagement.
 Structure an integrated marketing communications campaign plan based on the
application of marketing concepts, principles, and practices within an organization.
 Measure and critically evaluate the communications effects and results of an IMC
campaign to determine its success.

Course Reading Options:

Text Book
→ Advertising and promotion: an integrated marketing communications perspective /
George E. Belch Michael A. Belch & Keyoor Purani.

Reference Book
→ Strategic advertising management / Larry Percy, Richard Elliott.

→ Advertising Planning and Implementation - Sangeeta Sharma and Raghuvir Singh

Recommended Online Resources

Adweek (www.adweek.com)

Ad Age (www.adage.com)
Assignments:

The class will be broken up into small groups for Class Presentation of assigned topics and End
Term Assignment of a Group Project.

Topic Presentation: On Classes 13, 14 and 15, groups of students will present the topic
pre-assigned to them (in Class 1). The presentation should also include the latest thoughts
and developments on the assigned topic (beyond what is given in the prescribed book).

End Term Group Project: Through the term, each group should develop an ORIGINAL
integrated marketing communication plan (with samples and exhibits) for any brand or
product. The entire plan should be presented before the class on classes 18, 19 and 20.
Copies of all materials that will be used in presentation, as well as the plan itself (as a
document) should be uploaded by the subject rep onto G drive and shared with me by 9
a.m. of class 18.

Evaluation:
Class Topic Presentation (in Groups): Marks: 10
Class quiz 20 minute in session 7: Marks: 10
Mid Term Exam: Marks: 20
End Term Assignment (Group Project): Marks: 30
End Term Exam: Marks: 30

The following schedule is subject to change

Session No. Chapter # Topic
Session 1 21, 4  Social, ethical and economic aspects of advertising
 Introduction to cons decision making process
Session 2 4  Cons decision making process (contd) and use of this
knowledge by advertisers
Session 3 4  Continuation of Session 2 topic

Session 4 20  Continuation of Session 3 topic

 Rules and Regulations in advertising
Session 5 1 IMC –Introduction and elements
STP in ad & promo plan
Session 6 Students’ presentation of failed IMC, target audience of the
failed ad, what was wrong with the ad and what the students
would have done differently.
Session 7 2 quiz + STP
Session 8 5, 6 Communication Process ,
Session 9 7 Source, Message and Channel Factors
Session 10 7 Student’s presentation of elements of marketing
communication in an ad of their choice, special focus on
noise. + class lecture on Objectives for IMC
Session 11 7, 8, 9 Budgeting for IMC + Creative Strategy + Introduction of a
IMC issue for the class to think over.
Session 12 8, 9 Class to present 2-3 slides on creative strategy after having
gone through the book + Creative Strategy lecture (contd)
Session 13 10 Media Planning and Strategy
Session 14 11, 12 Traditional Media (Topic presentations: Groups 1 &2)
Session 15 13, 14 Support Media and Direct Marketing (Topic Presentations:
Groups 3 &4)
Session 16 15, 16, 17 Other promotional tools used in IMC (Topic Presentations:
Groups 5, 6 & 7)
Session 17 3 The role of ad agencies and other marketing communication
organizations. (Guest Lecture)
Session 18 18, 19 Measuring effectiveness of a promo program
+ IMC in international marketing
Session 19 Group Project Presentation
Session 20 Group Project Presentation