IBS Hyderabad (Academic Year – 2023-24)

Course Handout
Course Title : Integrated Marketing Communication
Course Code : SLMM604
Semester : III
Faculty Name : Dr. Achyut Telang
Room No : C-112
Consultation Hours : 10.30 AM-11.30 AM (Friday)
Mobile No : +91-7993491976
Email : achyutktelang@ibsindia.org

Course Description:
This course is designed to develop an understanding about the role of integrated marketing communications in the marketing mix. The course covers
different types of promotional tools, media and methodologies of integrated marketing communication. Students will learn to examine the process by
which integrated marketing communications programs are planned, developed, executed and measured and how this is critical to an organization’s
success.

Course Objectives
At the end of the course, students are expected to:
1. Demonstrate application of marketing communications tools, and how each can be used effectively- individually or in an integrated mix.
2. Develop an integrated cross-media strategy and creative message and concept to reach the target audience
3. To assign and evaluate marketing communication research and apply these findings to develop competitive strategies for the IMC campaign.
4. Discuss and evaluate the fast-changing field of advertising and promotion which affects global marketing, society and economy
5. Discuss the massive shift in media communication from traditional to digital.

Learning Outcomes
1. Demonstrate a comprehensive understanding of Marketing Communications key terms, definitions, theories, and concepts.
2. Develop, execute and evaluate the success of integrated marketing programs.
3. Identify and implement strategies for successful promotional campaign.
 IBS Hyderabad (Academic Year – 2023-24)
4. Develop an understanding of the legal and social issues, the regulatory process, concerning the promotional mix.
5. Understand the major advertising platforms, including: display, video, audio, sponsored, native, social media, search and programmatic.

Recommended Text Book:

1. Integrated Adv, promo, and Marketing Communication- Kenneth E. Clow and Donald Baack, 6th Edition, Prentice Hall India, 2017.

Suggested books:

1. Advertising Management, - Jaishri Jethwaney, and Shruti Jain, Oxford Higher Education, 2015
2. Advertising and Promotion – An Integrated Marketing Communications Perspective- George Belch, Michael Belch and Keyoor Purani,
9th Edition, 2013, Tata McGraw-Hill

Course Outline
Sessi Case /Reading Chapter
on Topic Learning Outcomes Pre-session Readings article/ Lecture /
No. Activity s
Evolution of IMC Introductory lecture
1 Introduction to 1
IMC Elements of Promotional Mix

Steps in IMC Planning Process

Role of advertising and promotion Web Article: 8 Marketing
in an organization’s integrated Promotion Strategies from
Growth of marketing program Concept to Top Brands Case 1: Marketing
Advertising and Promotions {Product
2 Practice-Link: 1
Promotion, & Code: HBS: 2006: 9-
Tools of IMC Marketing-mix decisions that https://blog.bannersnack.co 506-028}
influence advertising and m/marketing-promotion-
promotional strategy strategies/
How perceptions are formed about 1.Surf excel “ Daag acche
Perspectives on hain Campaign”Link: Assignment:
products and brands
consumer http://www.socialsamosa.c Applying FCB grid
behavior- model (Perceptual
3-6 How a marketer should om/2018/02/surf-excel-
And the Map)-Using SPSS &
communication understand the psychological daag-acche-hai-campaign/ MS-Excel
aspects and plan integrated 3&5
Process marketing communication 2. Change Consumer
 IBS Hyderabad (Academic Year – 2023-24)
campaigns Behavior with These Five
Levers-Link-
To appreciate various https://hbr.org/2012/11/c
communication models like, AIDA, hange-consumer-behavior-
FCB, ELM Innovation and Adoption with
Model

Case 2- Ogilvy and

THE AD AGENCY OF THE Mather India: The
The functioning of advertising FUTURE IS COMING. ARE Creative Advertising
agency YOU READY? (Link Juggernaut
Organizing for https://adage.com/article/ Continues to
7-9 Advertising – The roles played by the various print-edition/agency- Dominate {Case 5
the Ad Agency departments of advertising agency future/303798?CSAuthResp Reference No-509-
=1%3A%3A5349522%3A0 076-1}
How advertising agencies face %3A24%3Asuccess%3A6E6
challenges in global market 7473D92817AC6B66240639
56F6663
Sessions 1 to 9 Multiple Choice Questions
10 TEST-1 Chapters covered - 1, 3, & 5 (Conceptual Learning)
1. “Like a girl Case 3- Snapdeal:
campaign” by the Risks and Rewards
Always brand of Celebrity
Web Link: Endorsement-{Case
https://medium.com/ad- Reference No-516-
discovery-and-creativity- 0165-1}
Message factors, message appeals lab/always-likeagirl-
Promotional planning through the 5d4c2b1472c3
Communication persuasion matrix, source
11-13 2. “We must protect 4&6
Strategy credibility, source attractiveness,
source power this house” campaign
by Under Armour.
Choosing a celebrity endorser Web Link:
https://www.youtube.com/res
ults?search_query=We+must
+protect+this+house%E2%8
0%9D+campaign+by+Under
+Armour
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The importance of creativity in
advertising, planning creative
strategy- the creative challenge, 1. Creative Ad
Campaign –“Dumb
taking creative risks ways to die” by
The creative process – account Melbourne metro
Creative planning, inputs to the creative train
process: preparation, incubation, Case 4-Dumb Ways
Strategy – YouTube Link:
illumination, verification and https://www.youtube.com/ to Die: Advertising
Planning and revision. Train Safety -B
14-16 Development, watch?v=IJNR2EpS0jw 5
{Product Code:
Implementatio
Creative strategy development – HBS,2014 514080-
n and creative brief, the search for the 2. P & G “Thank you PDF-ENG}
Evaluation major selling idea, developing the Mom” Ad Campaign
by P& G
major selling idea, Unique selling
Preposition (USP). Ad campaign Link:
https://www.wk.com/work
/p-and-g-thank-you-mom/
Designing creative - Advertising
appeals and execution styles

Developing media plan

Market analysis and target market

identification

Using indexes to determine where

to promote
Media and Advertising web
Establishing media objectives, article
Media Planning developing and implementing Web link: Case 5: Mekanism:
17-20 4&7
and strategy media strategies https://muse.jhu.edu/article/2 Engineering Viral
Marketing {Product
69077
Budget considerations- Code:
determining relative costs of HBS,2012:512010}
media, characteristics of media (MS-Excel for
analyzing media
Buying television time, network Budget)
versus spot – advertising, spot and
local advertising, syndication,
methods of buying time-
sponsorship, measuring the
 IBS Hyderabad (Academic Year – 2023-24)
television audiences- ratings point

Sessions 10 to 20 Descriptive test (Critical

21 TEST-2 Chapters covered – 4,5,6, & 7 Thinking)
Case 6: Digital
Marketing at Nike:
The proliferation and growth of The New Media's coming of From
the new age media age | Dan Carlin | Communication to
Digital TEDxMtHood Dialogue {Case
Marketing & Various types of YouTube link: Reference No- 912-
22-24 8&9
Interactive Internet/Interactive advertising https://www.youtube.com/ 023-8}
media watch?v=5K57kcs15DY&t=8 (Uses of Social Media
measuring the effectiveness of 9s analytic tools like-
Online Campaigns Facebook Insights &
You-tube Analytics.)

The role of direct marketing in the

IMC program 7 Direct Response
Marketing Techniques to
Direct marketing strategies and Drive Action NOW
Database and media
25-26 Direct response Link for the web article: 10
https://www.wordstream.c
Marketing Direct response advertising and om/blog/ws/2018/03/14/d
support advertising irect-response-marketing
Evaluating the effectiveness of
direct marketing
Sales response Model Case 7: Can Zomato
Continue Its Deep
Sales Types of sales promotion activities Discounting
27-28 12
promotion Strategy?-{ Case
Reference No-520-
0017-1}
 IBS Hyderabad (Academic Year – 2023-24)
Project Submission and
29 TEST-3 Presentation
Objectives & type’s Corporate Research in
advertising. Advertisement with
Corporate Case 8: Is Your Company the help of SPSS &
Advertising and
The role of PR, integrating PR into Ready to Protect Its MS-Excel
Measuring
30-31 Effectiveness of the promotion mix. Reputation from Deep 13
Fakes? {HBR Web article-
the
Promotional Conducting research to measure Product Code: H04N9I-
Program advertising effectiveness- PDF-ENG}

The testing process

Role and function of various Case 9: Sweet Deal --
Understanding ad
regulatory agencies. Industry Self-
regulations Regulation of
Regulation of “Maggi is safe’ campaign by
Evaluate the effectiveness of self- Breakfast Cereal
32-33 Advertising and regulation of advertising. Nestle India. Advertising to 13 & 14
Promotion http://www.socialsamosa.c Children {Product
om/2019/01/brand-saga-
Regulation of sales promotion, nestle-india-maggi/ Code: HBS, 2014: 9-
direct marketing, and Internet 712-463}
marketing

Evaluation Timelines
Keeping in line with continuous evaluation at IBS the following evaluation schedule has been drawn. Students are expected to go through
the dates / sessions mentioned and prepare accordingly.
Component Component Expected slot / Marks Weightage
Number due date declaration by
Class Participation 1 Session 31 Session 33 10
Test I 2 Session 10 Session 12 15
Test II 3 Session 21 Session 23 15
Project report 4 Session 29 Session 33 20
End exam At the end of 40
the semester
Total 100
 IBS Hyderabad (Academic Year – 2023-24)
Expectations from Students:
1. The students are expected to join the class on time.
2. Students would be provided additional reading material before specific sessions (apart from one already mentioned in the
course handout), students are compulsorily required to read the pre-session reading materials prior to the class.
3. For Case discussion Assignments will be given to group of students on rotation basis and they are required to come
prepared for the same.
4. Students should participate and they are free to ask questions at the end of session.
 IBS Hyderabad
Academic Year – 2023-24

Course Handout

Course Name: Sales and Distribution Management Semester: III

Faculty Name: Email:

Mobile-
Cabin Number:
Consultation Hour:

Course description
The course aims to acquaint students with necessary knowledge and skills required for Sales and
Distribution Management functions in an organization. It also equips the student with necessary
leadership and decision-making skills required to succeed in an ever changing dynamic environment.

Course Objectives
At the end of the course the student must be able to …….

1. Discuss the process involved in successful selling in different industry contexts.

2. Demonstrate skills and knowledge required for successful selling.
3. Understanding customers, markets, & organizational processes from a sales management
perspective
4. Demonstrate team, decision making, and leadership skills required for successful sales in an
ever changing business environment.
5. Demonstrate necessary digital and analytical skills required for Sales Management function.

Expected Learning Outcomes:

Upon completion of this course, students are expected to
1. Demonstrate the selling process.
2. Demonstrate understanding of the sales management function and its relationship with the
overall business strategy of the organization.
3. Demonstrate adequate understanding of the Distribution Management function in an
organization
4. Exhibit adequate competency in tabulating, analyzing, drawing inferences, and making
effective presentations.
5. Exhibit necessary understanding of team dynamics and taking decisions under pressure.
6. Demonstrate adequate understanding of making effective business proposals.

Recommended Text Book:

1. Tapan K Panda, Sunil Sahadev, Sales and Distribution Management, 3rd edition, Oxford
press

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 IBS Hyderabad
Academic Year – 2023-24

Detailed Course Outline

Activity ( Learning Objectives
Case /
Sessi Topic / Area discussion / Case / Article source Chapter
on Covered role play/ and details Reading
analysis
exercise)
• To discuss the role of HBS Article
Sales and the Sales Adapting your Sales
manager in a approach in a
Introduction to changing business downturn
1-2 Discussion Ch-1
Sales Management context. Product
Number: H07BCJ-
PDF-ENG

• To discuss different HBS Article

selling approaches How to digitalize your
Selling skills and applicable to different sales organization
3 Discussion business and industry Product Ch-2
Selling Strategies
contexts. Number: R2205H-
PDF-ENG

• Examine the best

practices/challenges
of scaling an inside
sales model, usage of
inside sales channel, HBS Case
Personal Selling Case changing role of a
4-5 Qualtrics (A) HBS Ch-3
sales persons, analyze
Discussion case # 518082(2018)
the sale process
(funnel), relationship
between sales
management and
overall firm strategy.

• Ask the right Role Play during the

Negotiation questions to uncover Session
6 Discussion
the customer’s needs Universal Air
and close the sale conditioners.
• To understand how to
HBS Case
formulate common,
7-8 Sales Force
Case compensation plan
Sales Organization Integration at FedEx Ch-6
Discussion when two
(A)
organization with
HBS case # 9-506-029
different sales
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 IBS Hyderabad
Academic Year – 2023-24
practices merge.

• Explore the factors

that can increase
demand for a
HBS Case
consumer product in
Cottle- Tayler:
an emerging market.
Expanding the Oral
Case
care group in India
9-10 Discussion • Evaluate options
Sales Forecasting and related to product Ch-4
HBS case # 4350
Analysis mix and marketing
exercise expenditures at
Using Microsoft
different stages of
Excel for Sales
market development.
Forecasting.
Develop marketing
plans and income
statement projections.

11
Test-1
• To understand long
term/ short term
quota HBS Case
• Pros and cons of long
term and short term Kjell and company:
quotas Motivating
Management of Case
12-13 salespeople with Ch-8
Sales quotas Discussion
incentive
compensation
Source: Harvard
Business School
HBS case # 9-514-090

• To provide students
with a realistic hands-
on field sales
management
experience.
HBS Case
Management of Case
14-15 StepSmart Fitness Ch-7
Sales territories Discussion • To understand the
HBS case # 914509
many tasks a sales
manager performs,
including evaluating,
deploying, and
supervising the sales
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 IBS Hyderabad
Academic Year – 2023-24
force;
• To learn how to
organize, study, and
prioritize varying
types of quantitative
sales data to evaluate
both salesperson and
regional
performance;

• To appreciate the
need to merge
qualitative and
quantitative data in
managing the sales
force;
• To analyze the issue
of geographical
deployment of the
sales force.
In session Exercise To be distributed
Exercise on
before the session
Territory
Designing of Sales commences.
16 optimizatio Ch-7
Territories
n
(Sunshine
Corporation)
• To examine the role HBS Case
of a sales rep and the Eureka Forbes
design of effective Limited: Managing the
sales management selling effort(A)
and compensation HBS case # 9-506-003
Recruitment,
systems in a direct
selection and Case
17-18 sales organization. HBS Article Ch-9&10
training of sales Discussion
A digital talent hub
force
can make your sales
team more agile
Product
Number: H07HZU-
PDF-ENG
19 Test-2
• Understand the
Motivating and importance of the HBS Case
20-21 compensating insights of incentives Designs by Kate: The Ch-11&12
sales person by sales Power of Direct Sales
representatives
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 IBS Hyderabad
Academic Year – 2023-24

• Comprehend the Product #: 4284-PDF-

value proposition
ENG
associated with a
direct sales model.
• Explore the use of
compensation
structure as a
motivational tool for
maximizing key
financial objectives
• To discuss Sales HBS Case
Force Evaluation Waters
Controlling and criteria. Chromatography
Case
22 evaluating the division : U.S Field Ch-13
Discussion
Sales Effort Sales (A) 586011-
PDF-ENG
HBS case # 586011
• To understand the
need for Distribution
Distribution
Channels
23-24 channel Ch-14
• To understand the
Management
different distribution
strategies
• To engage in an
exploration of
potential risks and
rewards associated
with a company's
choice of channel and
how these channel
Channel Design
conflicts can
Decisions
potentially be
(Designing
Case managed. HBS Case
customer-oriented
25-26 Discussion • To develop Nature view Farm Ch-15&16
marketing
understanding of the HBS Case # 2073
channels and
key issues related to
logistics
consumer product
management)
market development
and product
development growth
strategies.
• To enable students to
calculate margin
economics across

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 IBS Hyderabad
Academic Year – 2023-24
distribution channels.
• Decide the right Activity – ROI for
Channel partner
distributors Channel Member
selection and Class
27-28 • Motivating
motivating activity
distributor Simulation on Supply
channel partner
Chain dynamics
• To enable students to
examine how conflict
HBS Case
Managing Case happens in
29-30 Avon.com (A) Ch-19
Channel Member Discussion multichannel system
HBS case # 503016
• How to resolve
conflict
31 Test 3
• To analyze the
suitability of HBS Case
centralized vs. Polaroid Corp.:
Distribution decentralized European Distribution
Case distribution System Ch-17
32-33
Wholesaling & Discussion operations in the Ch-20&21
Retailing uncertain HBS case # 695038
environment at the
beginning of the
European Union.

Expectations from Students

a. Students must be on time to the respective sessions well before the announced time.
Latecomers will not be permitted to join the class after the scheduled time. Latecomers can be
marked as absent.
b. Read the Case Study / material/video/prerequisite well prior to the class discussion. He/she is
also expected to read the chapter indicated in the course plan as the faculty directs.
c. In the class discussion student is expected to participate actively and contribute to individual
and group learning. Evaluation is based on active participation.
d. Evaluation is a continuous process at IBS. Every student needs to be aware of the timelines
given in the section below. Absence from these evaluations will mean NOT getting evaluated
on that particular component.
e. Wherever applicable, group assignments require each student to contribute to the group effort.
This enhances group effectiveness and leads to greater appreciation of working in groups.
f. Students are expected to show high regard and appreciation for in class discipline and desist
from using mobile phones. This disturbs the class ambience and unnecessarily diverts
attention of other students as well as the faculty member.
g. Each faculty has been given a scheduled consultation hour. Utilize this time to clarify doubts
and expand your understanding of the subject.
h. Attendance is compulsory in all sessions. However refer to guidelines in your academic
handbook for exceptions.
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 IBS Hyderabad
Academic Year – 2023-24

Evaluation Timelines
Keeping in line with continuous evaluation at IBS the following schedules have been drawn. Students
are expected to go through the dates / sessions mentioned and prepare accordingly.
Component Component Expected slot / due Marks declaration Weightage
Number date by
Class 1 Session 30 Session 31 10
Participation
Test 1 Session 9 Session 11 20
Test 2 Session 19 Session 21 20
Test 3 Session 31 Session 33 10
End exam At the end of the semester 40
Total 100

Faculty Profile:

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