Lecture # 0: Integrated Marketing Communication

c t ur e #0
Le
MKT518
Integrated Marketing Communication
What it’s all about?
Dr. Pawan Kumar

Lecture Plan
 Course Details
 Course Assessment Model
 Academic Tasks
 Expectations from students
 IMC Trends
 Getting into the course
 Course Learning Outcomes
 What IMC really is?
Course Details
Course Code : MKT518
Course Title : Integrated Marketing

Communication
L T P Cr. : Lectures: 2, Tutorials: 1,
Practical: 0, Credit: 3
Text Book :ADVERTISING AND PROMOTIONS: AN INTEGRATED
MARKETING COMMUNICATIONS PERSPECTIVE by GEORGE E
BELCH, MICHAEL A BELCH & KEYOOR PURANI MCGRAW HILL
EDUCATION
Reference Books
ADVERTISING AND PROMOTIONS AN IMC PERSPECTIVE by KRUTI
SHAH, ALAN D`SOUZA,M.G.Hills
Course Assessment Model
Exam Category : X3 (No MTE only ETE)
Exam Pattern (ETE) :20 Marks MCQ + 50 Marks
Subjective
Marks Break Up
Attendance : 05 Marks
CA : 45
 All CA’s are compulsory (3 out of 3)
MTE : No MTE
ETE : 50
Total : 100 Marks

Academic task 01: Online Assignment 1
Objective(Individual Presentation) :To provide a platform to every

student for developing communication skill, confidence and an analytical
bent of mind
Guidelines: Students will be asked to prepare a five minute presentation

on the topics assigned to them by the course instructor and will be
presenting the same in the class.
Marks : 15
 Academic task 02: Online Assignment 2
 Objective: (Group Discussion Based Case analysis)- To enhance the

ability of students to analyze business situations and tackle case
 Guidelines: Students in group of 4-5 shall be allotted a case on Integrated
Marketing Communication. The students would discuss their views in
the group discussion in the tutorial and submit a write-up for the same
individually.
 Evaluation parameter: Analysis of the case -20 marks, Write up-10
marks
 Academic Task 03: Online Assignment 3
 Objective: ( Assignment)-To make the students apply the subjective concepts

that they have learned to a live situation being presented to them
 Guidelines: Students will be allotted a Brand or a Product, they will study

related product/brand which other companies is selling and try to create
promotional strategy for the allotted brand as a Marketing Manager. This will
help the students to get more insight into the basics of Promotional Mix and its
application by the company. Student need to submit the write-up individually.
 Evaluation Parameters-IMC planning:10 Marks; Analysis of Promotion

Dimensions:10 Marks; Content quality of report: 10 Marks.
Expectations from students
•Download syllabus & Instruction Plan from UMS.
•Buy the text book within first week (Latest by 01 August, 2020).
•Come well prepared to the class.
•Read ‘The Economic Times’ or ‘Business Standard’ daily.
•Observe & analyse B2B Marketing strategies.
•Participates in discussions in class and ask questions in case of doubt.
•Attempt all the academic tasks with intention to learn.
•Contribute to healthy academic environment in class.
•Be on time to class.

Career Opportunities
•Brand Manager
•Marketing and Communications Manager
•Event Manager
•Public Relations Specialist
•Social Media Managers
•Chief Marketing officers
Course Learning Outcomes
CO1 :: understand the creative strategies in
planning, designing, and executing
communication mix to address real world
issues.
CO2 :: develop communication messages using
various elements of the communication mix
CO3 :: construct IMC creative strategies and
tactics, including digital & social media
executions,
advertising, promotions, and public relations
initiatives.
CO4 :: compute Ian oral and written integrated
marketing communications plan based on
primary and secondary research.
CO5 :: apply the IMC planning process to ensure
consistency of creative strategy
Course Content
IMC Marketing Trends
Best Example of IMC-The 'Incredible India'
Campaign: Marketing India to the World
Why IMC?
• This course will help you understand important issues in planning,
executing, and evaluating communications campaigns.
• Today, marketing requires more than developing a good product, pricing it
attractively and making it accessible.
• Companies and brands must also communicate with present and potential
consumers.
• Communications become increasingly important with harder as more
companies are trying grab consumer attention within a highly cluttered
environment.
The Essence Of Integrated Marketing
• In an integrated marketing plan, one specific message is distributed to

a certain audience through all the marketing channels you have in play.
These may contain but are not limited to your website, special landing
pages or banners, downloadable resources, branding elements, social
media, images, blogs, videos, print advertisements, company collateral,
email/e-blast programs, press releases and media relations, sales
pitches, special events, public addresses, and client correspondence.
• Source:The Forbes-2020
An example of a brand with a consistent message is Nike with its “Just Do It”
campaign. The campaign is used across all media since its inception in 1988. Nike
created a strong brand, through its effective branding using consistent messaging
across all communication platforms.
Ask yourself the following questions, and this will help you determine
if IMC is appropriate for your organization.
• Do you feel like your organization is lacking a cohesive marketing

strategy?
• Does your company have a single voice in the marketplace?
• Is your marketing outperforming the competition?
• Is quality research and data driving strategy or gut instincts?
Benefits of IMC
• Operational level – reduces transaction costs, interdepartmental

conflict, and duplication of effort
• Campaign level – creates synergy with the communications mix and
provides a higher return on campaign investment vs. the competition
• Brand level – provides clarity and consistency to brand messages to
create brand loyal customers
• Customer level – positively impacts consumer awareness, customer
attitudes, and customer experiences at every touch point
• Market level – decreases the rate of defection, increases market
position, sales, and sales growth
• Financial level – increases the ability to achieve higher sales, sales
growth, profitability, return on investment (ROI), and return on brand
investment (ROBI) vs. the competition
Homework
• Evaluate overall how politicians engaged in the 2008 or 2012

Presidential campaign have integrated their marketing message.
Then, evaluate one specific candidate of your choice.
• Pick a product which has experienced a failing promotional
campaign. (Be sure the failure is due to a bad promotional campaign
rather than a failed product, i.e. New Coke or IBM's PC Jr.). Analyze
why the promotion failed and recommend how it could be fixed if
that same promotion was to be recycled this year.
So the question is, what to say, how to say it, to
whom, and our how often to say it……..
• Define what integrated marketing communication is.
• In order to clearly define it, understand the marketing process and
elaborate on the important decision that marketing managers need
to take throughout the marketing process.
• Learn about the latest trends in the market and how we can establish
brand equity and loyalty.
• Focus on the planning process for an effective integrated marketing
communications campaign.
• Potential challenges managers come across while communicating
with consumers and tricks to overcome these challenges.
• Learn theories on how advertising works and how consumers make
decisions.
• How managers should established our marketing communications
budgets.
So what exactly is integrative marketing
communications?
• It is the life of the company and its brands. It's the attempt to inform
and persuade, and remind consumers about the company and its
brands, and products.
• Many marketers define scope of marketing communications very
narrowly, in a way limited to advertising. Marketing communications
actually extend far beyond advertising and include public relations,
event promotions, sponsorships, sales promotions, digital marketing,
contact marketing and so on. To have a systematic approach in
planning is critical.
• Need to understand consumers and provide them an offering that
satisfies their need.
• Need to insure a consistent message that explains our value for
position across all promotional elements.
• Try to enhance efficiency off these communications by leveraging
potential synergies across different channels.
A customer is the most important visitor on our premises. He is
not dependent on us. We are dependent on him. He is not an
interruption on our work. He is the purpose of it. He is not an
outsider on our business. He is part of it. We are not doing him a
favour by serving him. He is doing us a favour by giving us an
opportunity to do so.
~ Mahatma Gandhi
Any Questions?

Lecture # 0: Integrated Marketing Communication

Uploaded by

Copyright:

Available Formats

Lecture # 0: Integrated Marketing Communication

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Lecture # 0: Integrated Marketing Communication

Uploaded by

Copyright:

Available Formats

c t ur e #0

Dr. Pawan Kumar

Course Title : Integrated Marketing

L T P Cr. : Lectures: 2, Tutorials: 1,

Total : 100 Marks

Objective(Individual Presentation) :To provide a platform to every

Guidelines: Students will be asked to prepare a five minute presentation

 Objective: (Group Discussion Based Case analysis)- To enhance the

 Objective: ( Assignment)-To make the students apply the subjective concepts

 Guidelines: Students will be allotted a Brand or a Product, they will study

 Evaluation Parameters-IMC planning:10 Marks; Analysis of Promotion

•Download syllabus & Instruction Plan from UMS.

•Come well prepared to the class.

•Read ‘The Economic Times’ or ‘Business Standard’ daily.

•Observe & analyse B2B Marketing strategies.

•Participates in discussions in class and ask questions in case of doubt.

•Attempt all the academic tasks with intention to learn.

•Contribute to healthy academic environment in class.

•Be on time to class.

• In an integrated marketing plan, one specific message is distributed to

• Do you feel like your organization is lacking a cohesive marketing

• Operational level – reduces transaction costs, interdepartmental

• Evaluate overall how politicians engaged in the 2008 or 2012

You might also like