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    Course Outline IMC

    Uploaded by

    Umar Abbasi
    This document outlines the course for Integrated Marketing Communication at the MBA level. The course will take place in the second semester of 2015 and will be taught in the classroom assigned in the timetable. It will be instructed by Muhammad Umar Hayat Abbasi and will introduce students to the modern practice of integrated marketing communication and how companies can effectively plan, implement, and evaluate marketing communication programs. Over the course of the semester, students will learn about consumer behavior, communication theory, media, and how to develop integrated marketing campaigns. Assessment will include assignments, quizzes, a final project, case study participation, a midterm exam, and a final exam.

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    © All Rights Reserved
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    Course Outline IMC

    Uploaded by

    Umar Abbasi
    214 views2 pages
    This document outlines the course for Integrated Marketing Communication at the MBA level. The course will take place in the second semester of 2015 and will be taught in the classroom assigned in the timetable. It will be instructed by Muhammad Umar Hayat Abbasi and will introduce students to the modern practice of integrated marketing communication and how companies can effectively plan, implement, and evaluate marketing communication programs. Over the course of the semester, students will learn about consumer behavior, communication theory, media, and how to develop integrated marketing campaigns. Assessment will include assignments, quizzes, a final project, case study participation, a midterm exam, and a final exam.

    Original Description:

    Integrated Marketing Communication

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    This document outlines the course for Integrated Marketing Communication at the MBA level. The course will take place in the second semester of 2015 and will be taught in the classroom assigned in the timetable. It will be instructed by Muhammad Umar Hayat Abbasi and will introduce students to the modern practice of integrated marketing communication and how companies can effectively plan, implement, and evaluate marketing communication programs. Over the course of the semester, students will learn about consumer behavior, communication theory, media, and how to develop integrated marketing campaigns. Assessment will include assignments, quizzes, a final project, case study participation, a midterm exam, and a final exam.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    214 views2 pages

    Course Outline IMC

    Uploaded by

    Umar Abbasi
    This document outlines the course for Integrated Marketing Communication at the MBA level. The course will take place in the second semester of 2015 and will be taught in the classroom assigned in the timetable. It will be instructed by Muhammad Umar Hayat Abbasi and will introduce students to the modern practice of integrated marketing communication and how companies can effectively plan, implement, and evaluate marketing communication programs. Over the course of the semester, students will learn about consumer behavior, communication theory, media, and how to develop integrated marketing campaigns. Assessment will include assignments, quizzes, a final project, case study participation, a midterm exam, and a final exam.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Course Outline

    Integrated Marketing Communication


    Semester: 2nd 2015
    Class: MBA 1.5 2nd
    Class Room: As per Time Table
    Class Timings: As per Time Table
    Instructor: Muhammad Umar Hayat Abbasi
    Email: umar-abbasi@hotmail.com
    INTRODUCTION
    The modern marketing has witnessed companies ranging from large multinationals to small retailers
    increasingly rely on integrating their marketing communications to help them market products and services. To
    effectively plan, implement and evaluate marketing communication programs require an understanding of the
    overall marketing process, consumer behavior, communication theory and the media of communications. This
    course examines the various factors that must be considered in planning, developing and implementing IMC
    campaigns. Attention will also be given to the environment in which communication operates and IMC
    decisions are made.

    Learning Objectives
    This course is designed to provide you with a basic understanding of how and why smart marketers are making
    efforts to integrate the different types of communications they use. Upon completion of this course, you should:

    Demonstrate a thorough knowledge of the workings and expectations of the IMC program.
    To illustrate the elements of IMC and ways to integrate them.
    Identify how market research, segmentation, branding and positioning relate to the process of creating
    and placing successful advertising and promotions.
    Explain how effective creative strategies are developed and implemented.
    Define how social/digital/interactive media can be used to market a brand.
    Recognize the role of public relations in IMC and construct the basic elements of a public relations
    plan.
    Apply IMC principles and practices in the development of a comprehensive plan for any
    multinational company.

    Teaching Methodology
    The class will be conducted through a lecture delivered by the course instructor. Students will be encouraged to
    take participation and ask questions at the end of the class sessions. Students are also expected to read the topic
    of the day in advance which is mentioned in the course contents.

    Recommended Book

    Advertising, Promotion and other aspects of Integrated Marketing Communications


    by Shimp & Andrews 9th Edition.
    Reference Books:

    Advertising Excellence by Bovee, Thill, Dovel and Wood


    Advertising and Sales Promotion by Ken Kaser.
    Advertising and Promotion 6th edition by Blech.

    Assessments

    Assignments

    10%

    Quizzes

    15%

    Final Project (Presentation)

    20%

    Case Study/Class Participation

    10%

    Mid Term Exam

    20%

    Final Exam

    25%

    Week
    1
    2
    3
    4
    5
    6
    7
    8
    9
    10

    Lecture No.
    1
    2
    3
    4
    5
    6
    7
    8
    9
    10
    11
    12
    13
    14
    15
    16
    17
    18
    19
    20

    Topic
    Introduction to IMC
    Introduction to IMC / Case Study
    The Practice and Environment of IMC
    Case Study / Assignment No. 1
    IMC Planning: Segmentation & Targeting
    Case Study / Submission of Assignment No. 1
    The Creative Message: Strategy & Execution
    Case Study / Quiz No. 1
    Sales Promotion Management
    Case Study / Assignment No. 2
    Public Relation & Corporate Advertising (IMC Tools)
    Case Study / Submission of Assignment No. 2
    The Advertising Plan (IMC Tools)
    Case Study / Quiz No. 2
    Direct Marketing (IMC Tools)
    Case Study / Revision and Discussion
    Media Planning Strategy
    Final Project Discussion
    Revision of the course and Discussion for Clear Understanding
    of the Course
    Revision of the course and Discussion for Clear Understanding
    of the Course

    Final Project: The final project will require the student to study an existing company national or
    international and point out the application of the studied concepts in those companies. After the
    completion of the documentation each group will demonstrate their final project in front of the class.
    Attendance: Minimum 80% attendance at lecture and tutorials/seminars/discussions is required. This
    is student responsibility to follow up on what they have missed through absence from a teaching
    session through interaction with fellow students who attended the class.

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