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Imc syllabus

  1. 1. SIVA SIVANI INSTITUTE OF MANAGEMENT Course Code: TPS 252(Major) Batch: I (NR) Credits: 3 Term: IV INTEGRATED MARKETING COMMUNICATION OBJECTIVE The specialization paper is designed to make the students 1. Understand the role communication plays in a marketing management 2. To study in depth the numerous Marketing communication alternatives employed by organizations today 3. To integrate the elements of the communication mix to deliver a consistent message to the target audience Syllabus Unit 1: Integrated Marketing Communication IMC, Tools of IMC (Promotion Mix); Communication Process & IMC; The emergence & relevance of IMC, The IMC Golden Triangle, Establishing objectives & Budgeting for IMC Unit 2: Advertising Advertising definition & concepts, Creativity in Advertising, Creative Strategy Planning & Development, Creative Strategy Implementation and Evaluation Unit 3: Media Media Planning & Strategy: Media Plan, developing the Media Plan, developing & Implementing Media Strategies, Evaluation & Follow Up; Evaluation of Broadcast Media: TV & Radio Unit 4: Evaluation of Print, Support & Internet Media’s Evaluation of Print Media: Magazines, News Papers, Traditional Support Media & Non Traditional Support Media, Internet Media, Promotional Mix using Internet Unit 5: Direct Marketing, Sales Promotion, Public Relations, Publicity & Personal Selling Direct Marketing: Strategies & Evaluation; Sales Promotion: Consumer Oriented Sales Promotion, Trade Oriented Sales Promotion; Public Relations: Role of PR, PR Process,
  2. 2. Measuring the Effectiveness of PR Publicity, Power of Publicity, Measuring Effectiveness of Publicity; Personal Selling: Role of Personal Selling in IMC, Personal Selling Process, Evaluating the effectiveness of Personal Selling BASIC TEXT: George E. Belch & Michael A. Belch - Advertising and Promotion (An Integrated Marketing Communications Perspective) Seventh Edition – McGraw-Hill RECOMMENDED BOOKS: William Arens - Contemporary Advertising, 10e, McGraw-Hill Kruti Shah and Alan D’Souza - Advertising and Promotions: An IMC Perspective, Tata McGraw-Hill., 2008. Kenneth E. Clow and Donald Baack – Integrated Advertising, Promotion, and Marketing Communications, Pearson 3rd Edition, 2007. O’Guinn, Allen, Semenik – Advertising & Integrated Brand Promotion, Cengage Learning, 4th edition, 2006.

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