2. Introduction
DEFINING AND UNDERSTANDING IMC & BRANDING
What is Integrated Marketing Communication?
What is a brand?
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA
3. Purpose of IMC course
To provide you with the basic tools and
techniques for managing relevant marketing
communication processes.
In detail, this course will provide you with the
skills to:
Analyse communication needs
Define communication objectives
Choose communication strategies
Implement those in order to achieve integration of an
organisation’s marketing communication efforts on the
basis of the organisation’s brand(s).
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA
4. Main topics
Product branding: brand identity and branding
strategies
Internationalisation: global versus local branding
strategies
Marketing communication tools: advertising,
promotion, sponsorship etc.
Integrated marketing communications planning
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA
5. Main topics
Media planning and selection
Marketing communication strategies and message design
New marketing approaches and new media such as emarketing, viral marketing and experience-based
marketing
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA
6. ACTIVITIES
Tutorials incl. student presentations, feedback
and case assignments
Present topic incl. practical example of your own choice (groups)
Feedback from Opponents
General dialogue with fellow students
Dialogue
Case day
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA
8. IMC - Exam
Content:
The students are asked to prepare an integrated
marketing plan for a brand and present it
The presentation should include an account of the
strategies chosen and their relation to relevant
theories and methods within IMC.
The student may also be asked to include a case
analysis in the presentation.
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA
9. IMC - Exam
Examples:
Microsoft
NIKE
Apple
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA
10. IMC - Exam
Evaluation criteria:
Ability to enter into dialogue with the teacher and
classmates in order to elaborate on and discuss aspects
of the cases
Knowledge of basic principles for oral presentations as
well as good oral proficiency
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA
