- 35 students
- 1 lessons
- 16 quizzes
- 30 week duration
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Module 1
This session deals with the basics of Integrated Marketing Communications. The Topics handled in this session are An Integrated Approach – Characteristics of IMC campaign – Managing IMC Process: Planning an IMC campaign – Process of achieving integration – Integrated Marketing Communication Mix – Organisational approaches and barriers to integration – Value addition through IMC
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Module 2
This module delves deep into Advertising as an integral wing of Promotion Mix. The first half of the module introduces Advertisng in detail and the next half deals with how IMC is an integral part of modern marketing
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Module 3
This module deals with Sales Promotion, Direct Marketing and Personal Communications as integral wing of Promotion Mix. The first half of the module introduces Sales Promotion in detail and the next half deals with Direct Marketing and Personal Communication as a tool for IMC
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Module 4
Marketing communication (MarCom) is a fundamental and complex part of a company's marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market. This module explains about MARCOM which is the culmination of all the concepts of IMC
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Minor Project
This is a group assignment. 5 members in a group. Identify a near by shop. Develop an ad campaign for the company. The objective of the campaign will be Brand visibility, Brand awareness, Persuation etc. Ask the requirements of the store and then develop 1) poster for the store to be aired in social media 2) develop a video ad for the shop, for less than 2 min (that can be aired in youtube) and wassap status 3) Develop a audio content promoting the shop that may be aired in social media. This is a classroom assignment and ownership is vested with the team. Any remuneration of any sort is not expected.
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