ADVERTISING MANAGEMENT AND INTEGRATED MARKETING COMMUNICATION (IMC) COURSE DURATION: 3 HRS PER WEEK FOR 12 WEEKS COURSE

CREDITS: 3
1. INTEGRATED MARKETING COMMUNICATION: BASICS (3 HRS)

Overview of the IMC and the Marcom process Challenges of Marcom: Brand equity enhancement, influencing behaviour; other goals
2. FUNDAMENTAL MARCOM DECISIONS (5 HRS)

Targeting and positioning Objectives setting Budgeting the marketing communication

3. ADVERTISING MANAGEMENT (18 HRS)

Objective setting Overview: Message, media, and measurement Creating effective and creative messages Selecting Message appeals and picking endorsers Assessing ad message effectiveness Planning for and analyzing advertising media: - Traditional Media - New Media
4. PROMOTION AND OTHER TOOLS (5 HRS)

Sales promotion and trade promotions Consumer oriented promotions: Sampling, couponing, premiums, etc. Marketing oriented P.R and sponsorships
5. MARCOM AND OTHER TOOLS (5 HRS)

Facilitation of product adoption, brand naming, and packaging On and off premises signals Point of purchase communications Exhibition and event management BASIC TEXT: CLOW & BAACK: Integrated Advertising, promotion, and marketing (EEE: Latest edition). BATRA & KAZMI: Advertising and promotion (Excel: Latest Edition)