Course Outline: Integrated Marketing Communication (MRK2302)

Area: Marketing | Credit: 3

Programme: PGDM | Duration: October 2022 –January 2023 | Term: V
_______________________________________________________________________
Instructor(s)Name : Dr. Gobinda Roy & Dr. Anees Ahmad
Email : g.roy@imi-k.edu.in; a.ahmad@imi-k.edu.in
Phone (Extn no.) : 03366529605/03366529667
Meeting Hours : Monday-Friday (3:00 p.m. – 5:00 p.m.) by prior appointment
_______________________________________________________________________

PART 1
INTRODUCTION
This course will provide participants with skills to understand the role of integrated marketing
communication in the marketing process, the underlying principles and techniques of modes
of communication (advertising, direct marketing, sales promotion, etc.). Students will be able
to take strategic marketing communication decisions. Topics will include planning and strategy
of advertising and sales promotion, selection of media, media delivery planning, understanding
the consumption of media, developing messages for different media including television, radio,
print and websites, the selection of trade and consumer promotions, the role of public relations
and corporate communication and evaluating programs.

COURSE OBJECTIVES (CO)

The course would provide critical insight into the followings:
 Knowledge of the workings of the IMC program.
 Different channels of marketing communication.
 How market research, segmentation, branding and positioning relate to the process of
creating and placing successful advertising and promotions.
 Creative execution of advertisement.
 Media planning and strategy.
 Evaluation of the effectiveness of the advertising campaign.
 Define how social/digital/interactive media can be used to market a brand.
 Sales and trade promotion strategies.

1
COURSE LEARNING OUTCOMES (CLO)
At the end of this course, students would be able to:
CLO1 –Develop a layout of integrated marketing communication (IMC) based on 6M model
of Advertising/Marketing Communication [PLO-2]

CLO2 – Design the strategy selection outline (SSO) and creative execution for an
advertisement campaign [PLO-1]

CLO3 –Design promotion strategies and recognize the role of public relations in IMC and
construct the basic elements of a public relations plan [PLO-3]

CLO4 –Identify the social and ethical aspects of advertising and promotion [PLO-5]

CLO5 –Demonstrate through effective communication how market research, segmentation,

branding and positioning relate to the process of creating and placing successful advertising
and promotions [PLO-4]

COURSE CONTENT
 Channels of Integrated marketing communication
 Regulatory aspects in IMC and Advertisement copy-writing
 Creative execution in advertising
 Media planning and strategy
 Sales promotion
 Public relation and Crisis communication

PRESCRIBED TEXT BOOK:

Thomas C. O’Guinn, Chris T. Allen, Richard J. Semenik, Mohua Banerjee; PROMO:
Integrated Marketing Communications, A South-Asian Perspective, Cengage

REFERENCE BOOK:
1. George Belch and Michael Belch; Advertising and Promotion: An Integrated
Marketing Communications Perspective, McGraw-Hill/Irwin; 9/e
2. Rajeev Batra, David A. Aaker and John G. Myers; Advertising Management, Prentice
Hall

2
POLICY ON PLAGIARISM:
Plagiarism of any kind and to any extent would attract penalties. The assessment would be
‘zero’ for that particular component, with no further opportunity to improve. Repetition of the
offence would result in failure in the subject.

ASSESSMENT SCHEME AND WEIGHTAGE:

{a} MID-TERM & END-TERM

Weightage Duration (in CLO

Evaluation Open/close Book
(%) minutes) Tested

CLO1,
End-Term 30% 2 Hours Open CLO3

{b} OTHER ASSESSMENTS

Sl. Unit of
Evaluation Item Weight Time CLO
No. Evaluation
Assignment - 6M CLO-1
1 Group 10% Session 2
model of IMC (GR)
Assignment-
2 Advertising Copy Group 10% Session 8 CLO-5
writing (GR)
3 Quiz-1(GR) Individual 15% After Session 9 CLO-4

Case Study – Ariel's

#ShareTheLoad: CLO2
Integrated
4 Group 10% Session-18
Marketing
Communication
Campaign (AA)
Group + CLO-3
5 IMC projects (AA) (15+10)=25% Session 19-20
Individual

3
 PART 2: SESSION PLAN
Session Topics Pedagogy Reading
Marketing Communication process and IMC
- Introduction to IMC
- The rise of advertising and evolution
Book Chapters
1-2 of promotions Classroom discussions -1, 3
(GR) - Concept and psychology of marketing
communication

3 Role of Ad agencies and other marketing Book Chapters

Classroom discussions
(GR) communication organizations - 2

Assignment: Develop 6M model of advertising in IMC (GR)

Analysing Marketing communication process,
marketing environment, and regulatory and
ethical issues
- Understanding communication
process Interactive lectures
4-5 Book Chapters
(GR) - Beyond STP marketing in IMC – 4, 6
Guest Lecture
- Regulatory aspects of advertising,
promotion ethics and social
responsibility

The international Market environment for

Brand promotion
- Communication across culture Interactive lectures
6 Book Chapter –
- Challenges for international Brand
(GR) 7
promotions
- Globalized vs. localized campaign

4
 Message and Media Strategy
- Advertising copywriting, art and
layout Book Chapters
- Source factors - Celebrity -8, 9 (internet)
Class room discussion
7-9 endorsements (creative
(GR) - Advertorials, subliminal messaging, strategy-
In-class activity
dark humor, social missions content Ads)
- Digital Copywriting (content
marketing)

Assignment (Copy writing): This is a group assignment. “The 10 Steps to Effective Copywriting”
(GR)
Quiz – After 9 session (GR)
Direct Marketing, Sponsorship, and product
Placement
- Database Marketing Text Book
10-12 Classroom discussion
- Media Use in Direct Marketing Chapters – 10,
(AA) Case Study -
- Product Placement Media 12
- Event Sponsorship

Sales promotion and support media:

- Scope and role of sales promotion Book Chapter –
13-15 - Trade-oriented sales promotion Classroom Discussion 11
(AA) - Coordinating sales promotion and Case Study -
advertising Case Study

Public relation and publicity, Budgeting for

promotional program:
- PR role, concept, structure and Book Chapters
Classroom discussion
16-17 practice – 13, 15
(AA) - Dealing with negative publicity Classroom Activity
- Crisis communication Activity
- DAGMAR approach

Ariel's #ShareTheLoad: Integrated Marketing

Based on BC
18 Communication Campaign (HBS: TB0638-
Case analysis 15
(AA) PDF-ENG)

19-20 IMC project presentation (Section A and Project report submission Activity
(AA) Section B) and Presentation

5
 PART 3: SUPPLEMENTARY INFORMATION

Assignment (6M model of advertising):

6M model of IMC: This is a group assignment. Each group needs to Identify the most creative
advertising in FMCG/Service/Manufacturing industry. Write 4-6 unique features of this
advertising and elaborate why this is the best ads in your opinion? Finally, develop use 6M
model to understand a company’s IMC strategy.

Report development approach (6M model): After identifying the advertising of a

brand/product, you can develop the report based on facts, available data, observation, and
inference (or assumption) based analysis. More details on the 6M models (sample examples,
analytical approach to each M would be shared in the class)

Assignment (Copy writing): This is a group assignment. “The 10 Steps to Effective

Copywriting” would be discussed with examples in the IMC class. A sample template of
copywriting would be shared and discussed in class for developing in-depth understating of
the Copywriting exercise. Then each group would select a product/service (or brand), and
develop a Copy for effective marketing communication. Each group should submit the report
in maximum 3 pages. Groups are free to use image or text or infographics to present their copy
(based on the guidelines of copywriting).

IMC project: This is a group project (15 marks for group performance and 10 marks for
individual contribution). Each group would be assigned a project focused on a particular IMC
programme adopted by company/brand. Each group will be required to present their findings
in the last two sessions. Evaluation would be done based on critical analysis (in report) and
presentation. In the report, group should specify the contribution of each member in the
research project. Report should be maximum of 10 pages (12 font size with 1.5-line spacing)
– presentations will be in the Sessions 19 to 20 sessions.

6
 PLO MAPPING FOR THE COURSE

Addressed CLO
by No.
PLO# Program Objective
Course?
(Yes / No)
Application of Fundamentals
PLO1 Traits: Demonstrate application of functional / conceptual knowledge Yes CLO-2
to business situations
CLO-1
Problem Identification and Solution
PLO2 Traits:Demonstrate ability to identify a problem, critically assess Yes
various alternatives and suggest appropriate solution

Integrative Thinking
Traits:Demonstrate ability to identify inter-linkages among functional CLO-3
PLO3 Yes
areas within an enterprise and assess the impact of external
environment on its performance

Effective Communication CLO-5

PLO4 Traits:Demonstrate proficiency in Oral and Written Communication Yes

Ethical Responsibility
PLO5 Traits:Demonstrate awareness and assess impact of ethical behavior on Yes CLO-4
business
Leadership
PLO6 Traits:Demonstrate capability to take leadership role in a business --- ---
situation