Integrated Marketing Communication

Course Code : SL MM 605 Sessions : 33

Credit :3 Semester : III/IV

Objective
i) To enable students to build a sound theoretical and practical understanding of the formulation of
promotional strategy and the management of the marketing communication process
ii) To develop an understanding of the economic and creative justifications for marketing
communications and
iii) To be sensitive to legal and ethical considerations in the formulation and the implementation of
marketing communications strategy.

REFERENCE BOOKS AUTHOR / PUBLICATION

Marketing Communication Strategy ICMR
Advertising and Promotion Belch, G E / Belch, M A. Tata McGraw-Hill
FCB Ulka Brand Building Advertising Concepts Parameswaran, M G. Tata McGraw-Hill
And Cases

Advertising Management, 5th e Aaker, David A et al. Prentice-Hall, India

Advertising Communications and Promotion Rossiter / Percy - Tata McGraw Hill
Management

Advertising and Promotion Management, 2nd e
Strategic Marketing Communications : New
Ways to Build and Integrate Communications
Principles of Advertising & Integrated
Marketing Communication– 2005e
Why we Buy: The Science of Buying
Planning for power Advertising
Rossiter, John R / Percy, Larry. McGraw-Hill
Smith, Paul et al. Kogan Page, UK
Duncan, Tom. Tata McGraw Hill
Underhill, Paco
Halve, Anand. Sage publication

Detailed Syllabus Developing a Theoretical understanding of

Marketing Communications: The
Introduction to Integrated Marketing
Communication Process, Behavioral Aspects of
Communication: The Promotional –Mix, Role
Marketing Communication, Consumer response
of Marketing Communications in Marketing,
to persuasive communications- Different models
Evolution and Importance of Integrated
like Response Hierarchy Models, FCB planning
Marketing Communication, Economic and
Model, Cognitive Processing Models, Influence
Creative justification of marketing
of source message and channel factors on
communications.
communication.

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Planning and organising the Integrated Cases
Marketing Communication Processes:
Faculty will be handling eight or more cases
Concepts of STP, Identification of the target
audience, Establishment of Marketing  Marketing and Communication Strategy of
Communications objectives, Setting Marketing Titan

Communication Budget, Organising for  VIP Industries - Positioning Itself as a
Marketing Communications: Role of Ad Lifestyle Brand
Agencies and other Marketing Communication 
 Horlicks - Effective Repositioning Through
organizations, Client Agency Relationship Focused Advertising

Media Issues: Print Media, Broadcast Media,  'The Onida Devil' Returns
Display Media, Internet and Interactive Media, 
Support Media, Media Planning and Strategy-  Changing Media Environment in India -
Implications for Advertisers and Media
Media Plan, Media objectives, Developing,
Planners
Implementing and Evaluating Media strategies. 
 Life Insurance Marketing in India: Changing
Message Strategy: Creativity, The Creative Advertisement and Promotion Norms
Process, Creative strategy development- Copy 
 Coke and Pepsi Television Commercials
Platform, The Big Idea, Creative Strategy, 
Implementation and Evaluation  ColorPlus - Redefining the Rules of
Promoting Apparel
Other elements in Marketing 
Communications Strategy: Below-the-line  Creative Communications in the Indian
Communications, Sales Promotion, Public Automobile Industry - Print Advertising for
the Tata Indica
Relation, Event management, Publicity, 
Corporate Advertising, Direct Marketing,  The Siyaram Celebrity Endorsement
Personal Selling. Experience

Monitoring Evaluation and Control of  Consumer and Trade Promotions - Haier
Appliances (I) Pvt. Ltd.
Integrated Marketing Communications 
Strategy: To measure or not to measure,  Google and the 'Click Fraud' Menace

Measurement process for Advertising,
 Orbitz's Effective Online Advertising
Measuring the Effectiveness of other Marketing 
Communication elements  SMS Advertising

International Marketing Communication:  Buzz Marketing - A Marketing
Communications Tool
Role of international marketing communication 
in international marketing, Cultural and other  The Marlboro Story

differences, Global Vs. localized marketing
 HLL's Media Strategy for Close-Up
communications, Organizing for international 
marketing communication  The 'Incredible India' Campaign: Marketing
India to the World
Wider issues in Integrated Marketing 
 SBI Life Promotes Pension Schemes
Communications: Regulation of Advertising 
and Promotion – Self and State regulation,  Promoting Television Serials - 'Jassi Jaissi
Social, Ethical and economic aspects of Koi Nahin'

Marketing Communication.  'Goli ke Hamjoli' (Friends of the Pill) - An
Integrated Social Marketing Campaign

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 Brand Management Strategy of Dabur Vatika Suggested Schedule of Sessions

 The Multi-Branding Strategy of Yum! Brands
 Topic
No. of
 Asian Paints - Adding Colors Sessions

 Airtel - Positioning (and Repositioning) Introduction to Integrated 2
 Marketing Communication
 Relaunch of Frooti - The 'Digen Verma' (Including case discussion)
Campaign
 Developing a Theoretical 3
 Lifebuoy - Successful Repositioning & Re- understanding of Marketing
launch of an Established Personal Care Brand
 Communications (Including case
 IKEA's Global Marketing Strategy discussion)

 Marketing Viagra in India Planning and organizing the 3
 Integrated Marketing
 Titan Watches - Advertising in Global Markets
 Communication Processes
 Perfetti Van Melle - Outsourcing Indian (Including case discussion)
Advertisements
 Media Issues (Including case 3
 The Story of Benetton's Advertisement discussion)
Campaigns
 Message Strategy (Including case 4
 Childhood Obesity: Should Junk Food be discussion)
Regulated?
 Other elements in Integrated 2
 Crisis Management at Bausch & Lomb - 'ReNu Marketing Communications
The MoistureLoc' Controversy Strategy: (Including case

discussion)
 Communicating during a Crisis - The Pepsi
Syringe Scare Below-the-line 2
 2
 PepsiCo’s Distribution and Logistics Sales Promotion (Including case
Operations discussion)
 16-09-2017 1
 Reverse Logistics - Gaining Importance Public Relation, Event

 Revamping the Supply Chain - The Ashok management, and Publicity
Leyland Way Corporate Advertising (Including
 case discussion)
 Sears - Logistics Management Practices
 Direct Marketing 2
 Carrefour - Managing the Global Supply Chain Personal Selling. 2

 Unilever Restructures its Supply Chain 23-09-2017
Management Practices Monitoring, Evaluation and Control 2

 Asian Paints - Blending Technology and of Integrated Marketing
Distribution Communications Strategy
30-09-2017
Source: Case Studies in Marketing
International Marketing 3
Communications
Communication (Including case
discussion)
Wider issues in Integrated 2
Marketing Communications
Total 33
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