Symbiosis Institute of Business Management, Hyderabad

Academic Year – 2020-21 (Batch of 2020-22)

MBA COURSE HANDOUT (Semester – II)
Course : Integrated Marketing Communication

Course Code : 0211410219 No. Credits 03

Faculty Name : Dr. Satya Prasad V K

Catalog Code : T2614 No. Hours 45

Consultation Hours : Based on Appointment

Mobile : 99495 92209 Email ID vk.satyaprasad@sibmhyd.edu.in

Program Objective:-
To nurture corporate leadership skills and social consciousness among students.
To prepare students for a rewarding corporate career by training them on management practices
through experiential learning and theoretical constructs.
To prepare student to collaborate and work in team for high performance.
The POs (Program Outcomes) are as follows:-
Students should be able to demonstrate leadership skills.
Students should be able to understand and be conscious of the impact of managerial decisions
on the triple bottom-line – Profits, People and Planet.
Students will be adept at analyzing and applying theoretical constructs to various diverse
business scenarios both as individuals, working in team and in steering groups.
Course Objectives:-
COB (1) To develop a strong conceptual knowledge base in the areas of Integrated Marketing
communication among students.
COB (2) To inculcate a sense of critical thinking skills among future practitioners of IMC.
COB (3) To Train students to prepare effective Marketing communication messages
COB (4) To imbibe and nurture Leadership Skills among future managers
Recommended Text Book:-
Advertising and Promotion – An Integrated Marketing Communications Perspective- George
Belch, Michael Belch and Keyoor Purani, 9th Edition, 2015, Tata McGraw-Hill
Suggested Books:-
Integrated Adv, promo, and Marketing Communication- Kenneth E. Clow and Donald Black,
3rd Edition, Prentice Hall India, 2009
Advertising Management, - Rajiv Batra, John G Myers and David Aaker, Pearson Education,
2012

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Additional Learning Resources:
News papers
Journal articles
Internet Resources
PO-CO Mapping
Programme Outcomes(PO)

PO2 -Students should be able to PO3 -Students will be adept at

PO1 - Students should understand and be conscious of the analyzing and applying
Course Outcomes(CO) be able to demonstrate impact of managerial decisions on the theoretical constructs to
leadership skills triple bottom-line – Profits, People and various diverse business
Planet scenarios

CO1:Demonstrate understanding of the elements of

W M S
promotional mix.

CO2:Students will gain an understanding of different

tools and media vehicles, and their appropriateness in M M S
communication mix.

C03:Our students will be able to analyze the impact of

various ways of budgeting and also message M S S
strategies on consumers.

CO4:Our students will have the ability to prepare

quality business documents related to creative & media
W S S
briefs, advertising messages, blogs and white papers
and present them professionally.

Co5: Students would be able to understand and

M S S
analyze the effectiveness of IMC campaigns

Delivery Schedule
Session Resources and Intended Delivery Session Objective Session GSTEE CO Mapping
Session Topic
# References Process (SO) Outcome (SOT) framework CO1 CO2 CO3 CO4 CO5
Student would
To provide a basic
Introduction and Course Discussion & understand the
1. CHAP 1 overview of IMC
Overview Introduction to IMC Lecture overview of the
Course
course
CHAP 2. Student is
Role of Marketing Integrated Marketing To provide insight expected to
Article Discussion
2. Communication, into role and understand the M M M M M
Evolution of IMC & Lecture
HBR 599087-PDF- evolution of IMC meaning and role
ENG. Robert J. Dolan of IMC

Cunard Line Ltd: Student would

Managing Integrated To make student understand how
Tools of IMC –IMC Planning Marketing understand how Message is
3. Case Analysis S M M M M
Process Communications, IMC tools are used Integrated across
by Company various media of
Case Study advertising
Student would be
able to understand
To provide
Organizing for Advertising – the Lecture, the functioning
4. CHAP3 insights into Ad. G, S M M M S
Ad Agency Discussion and various
Agencies
departments in a
typical Ad.Agency
Student would be
able to understand
To provide
the functioning
5. Functions of Ad Agencies CHAP 3 Lecture, Role Play insights into Ad. G S M M M M
and various
Agencies
departments in a
typical Ad.Agency
Student would
To provide
JWT China: understand the
insights into Ad.
Advertising for the problems and
Types of Ad agencies and Agencies and the
6. New Chinese Case Analysis challenges faced G, E* S M M M M
challenges faced by Ad Agencies problems and
Consumer, HBR case by Ad.Agencies in
challenges faced
study Operating in Big
by them
Market like China
CHAP 4 Lecture & Case To explain about Student would be
7. CB - Perspectives E* S S M M S
The New Beetle, Case Analysis consumer able to understand

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Session Resources and Intended Delivery Session Objective Session GSTEE CO Mapping
Session Topic
# References Process (SO) Outcome (SOT) framework CO1 CO2 CO3 CO4 CO5
Consumer Decision Making Study behavior the consumer
Process perspectives of behavior
IMC perspectives of
Perception,
Attitude and how it
is used in decision
making

The Communication Process Student will

To Provide insight
understand the
Models Lecture & into various
8. CHAP 5 various types of E* S S S M M
Objective setting based on AIDA, Discussion communication
communication
HoE models
models
Student will
To Provide insight
understand the
Lecture & into various
9. FCB Model various types of S M M M M
Discussion communication
communication
models
models
CHAP 6
Dumb Ways to Die:
Advertising Train
Safety (A) To provide insight Student would be
Source, Message Dumb Ways to Die: into the concepts able to Apply
Lecture &
10. Celebrity Endorsement – Advertising Train of Message, conceptual S, T, E* M S S M S
Safety (B) Case Analysis Sources, Celebrity understanding in
Choosing a celebrity,
Dumb Ways to Die: Endorsement given scenario
Advertising Train
Safety (C)
Case Study
To make student
Student will be
Lecture understand the
able to understand
11. Budgeting for IMC CHAP 7 relevance of S, T, E* M M S W W
Discussion the importance of
budgeting in IMC
budgeting in IMC
Campaigns

CHAPTER 7 Student will have

conceptual
Reliance Baking To make student
understanding and
Soda: Optimizing understand the
12. Budgeting methods Case Analysis would be able to E* M M S W W
Promotional Various methods
apply budgeting
Spending, of budgeting
techniques in
Case Study given scenario
Student would
Lecture To explain about
understand
13. DAGMAR Chap 7 setting the M M S W W
Discussion DAGMAR
objectives
approach
Apply conceptual
To explain understanding in
14. Creativity – Creative Process CHAP8 Case Analysis creativity and given scenario to E* S S M M M
creative Process identify and
analyze
CHAP 8
1. PSI India--Will Apply conceptual
Balbir Pasha Help To Explain about understanding in
15. Creative Brief Fight AIDS? Case Analysis how creativity was given scenario to S S M M M
(A),507032-PDF- used in this case identify and
ENG, Elie Ofek; Peter analyze creativity
Wickersham
CHAP 9
2. PSI India--Will
Balbir Pasha Help
Student would be
Fight AIDS? To provide insight
able to
(B),507058-PDF- into various
understand,
16. Creative Tactics, Appeals ENG, Elie Ofek Case Analysis creative tactics E M S M W M
appreciate and
Mountain Dew: used in
apply them to any
Selecting New advertising
real time projects
Creative,502040-
PDF-ENG, Douglas B.
Holt
Student would be
able to get
insights into
To illustrate the
various types of
various medias
Lecture & medias and would
17. Media Planning and Strategy CHAP 10 available for IMC S S M M M
Discussion be in a position to
Campaigns, their
analyze and
pros and cons
suggest various
media mixes for
IMC Campaigns.

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Session Resources and Intended Delivery Session Objective Session GSTEE CO Mapping
Session Topic
# References Process (SO) Outcome (SOT) framework CO1 CO2 CO3 CO4 CO5

Media Mix Student would be

Lecture & To provide insight
18. able to understand S S M W M
Reach vs. Frequency Discussion into media mix
media mix
Student would be
able to get
insights into
To illustrate the
various types of
various medias
Evaluation of Media – Television, Lecture & medias and would
19. CHAP 11,12 available for IMC S S M W M
Radio, Print Media Discussion be in a position to
Campaigns, their
analyze and
pros and cons
suggest various
media mixes for
IMC Campaigns.
To provide insight Student would
Lecture & into Support understand the
20. Support Media, Direct Marketing CHAP 13, 14 S S M W M
Discussion media and Direct importance of
Marketing Direct Marketing
To provide insight
into internet media
and its Student would be
CHAP 15 advantages and able to appreciate,
Managing Online ways to promote analyse and apply
21. Internet - Media Reviews – Case study Case Analysis products/services the concepts E S S M M M
Facebook Fake News online and also to relating to online
– Case Study make the student media to real life
aware about scenarios
pitfalls on online
sites
Student will
To make student
understand the
Sales Promotion aware about the
Lecture & application of
22. CHAP 16 sales promotion S M M W W
Consumer vs.Trade Promotion Discussion consumer and
and various sales
trade promotion
promotion tools
tools
Student would be
able to gain
insight into PR&
To make student
Lecture & Publicity and
23. PR & Publicity CHAP 17 aware about PR & S S M W W
Discussion understand how it
Publicity
is applied in IMC
campaigns by
companies
Student would
have conceptual
Chevron Corp. To make student
clarity and gain an
Corporate Image aware about
24. Corporate Image Advertising Case Analysis understanding as S S M W W
Advertising, Case Corporate Image
to how companies
Study Advertising
use Corporate
Image Advertising
Student would be
To Provide insight
able to understand
into various
& analyze various
Measuring the effectiveness of Lecture & methods of
25. CHAP 18 metrics used to S S M W S
Promotional Campaign Discussion measuring the
measure
effectiveness of
effectiveness of
IMC Campaigns
IMC Campaigns
To make the
Student would
student aware
gain insights into
about various
Lecture & complexities
26. International Promotion - Issues CHAP 19 issues involved in E S S M W M
Discussion involved in
promoting
international IMC
products/services
campaigns
Internationally
Student would be
To provide insight able to appreciate
Social and Ethical aspects of Lecture & into social and and understand
27. CHAP 20, 21 E S S M W W
advertising Discussion ethical aspects of the social and
advertising ethical aspects of
advertising.
28. Presentations S S S S S
Student would apply the concepts
29. Presentations learnt and submit and present a project, S S S S S
showcasing an IMC campaign
30. Presentations S S S S S

GSTEE + Model stands for G – Governance, S – Sustainability, T – Technology, E- Ethics, E* - Experiential

Last column in delivery schedule indicates course content & pedagogy with GSTEE model of learning
CO-Course Objective, SO-Session Objective, S-Small, M-Medium, W-Weak, NL-No Linkage

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Evaluation Timelines: -
Keeping in line with continuous evaluation at SIBM, the following schedules have been drawn.
Students are expected to go through the dates / sessions mentioned and prepare accordingly.
CO Mapping
Assessment Task Marks
Assessment Elements Expected Bloom's Marks
No (Name of Description of the task declaration CO1 CO2 CO3 CO4 CO5
/ Rubric slot Level Weightage
component) by
1 - Formative Quiz Multiple choice question test a) Comprehension and
based on IMC concepts reproducing the After 13th 20
11th Session 1, 2 s s
theoretical frameworks session (22%)
and tenets
2 - Analysis of Questions based on Case facts a) Understanding about
case / case / Case Analysis and discussion Case facts As shown in
discussion 24th 30
b) Case analysis the delivery 4,5,6 s s s s s
session (33.33%)
c) Comprehending the schedule
learning from the case
Assignment-3 Student needs to create a social a) How many shares/likes 4th 8th 10
4,5 m s -
media post and make it viral are received by the post? session session (11%)
Assessment 4 - Group Project
Project Student groups should work on a) Understanding of
preparing a IMC Campaign , theoretical framework 24th After 30th 30
4,5,6 s s s s s
submit report, give presentation session session (33.33%)
b) Analysis & Application
in group and viva-voce
individually
Grand total 90

Expectations from Students:-

To participate in the classes exercises and activities
To be present in the class on time specified by all means.
To have active class participation and interaction in the class on the subject associated topics
To be sincere in doing the assignments and class preparations
To maintain the dignity of a classroom and cooperate for the class
To actively participate in case analysis and incorporate the theories into practical phenomena
To undertake the tests very seriously and perform better
To be consistent in preparation for the class and tests which enables continuous learning
To have a parallel awareness on the current business trends and events to get associated with
the theories learnt.
To read the relevant articles in the newspapers and keep updated with the recent changes.
Brief profile of the Faculty Member:-
Dr. Satya Prasad VK is a Ph.D. in International Marketing from Osmania University. He has been a
Teacher and Practitioner of IMC. He has rich experience of 20 Years in Academics & Industry. His
experience encompasses - designing of advertisements, formulating media strategy, execution and
evaluation of IMC campaigns. He has participated in various TV programmes in channels like
(HMTV, ETV, NTV, ATV etc.) and contributed to Brand development of previous organizations.

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