Integrated Marketing Communication

The objective of this course is to enlighten the participants with important aspects of planning, execution and evaluation of marketing communication and its strategies. This course is developed with a blend of theoretical lectures and various examples which will provide insights on real-life scenarios. The participants will be familiarized with integration of marketing communication modes and strategies for building brands. The learners will also get to know the importance of different media choices along with the reasons and methods of integrating different media. The discussion would also include understanding consumer behaviour and conducting IMC-related research. The course focuses on the strategic importance of IMC and highlights the centrality of the art of IMC with reference to driving businesses and organizations at large.INTENDED AUDIENCE: Students of Marketing, Students who wish to learn Integrated Marketing Communication, Executives and Administrators.PRE-REQUISITE: Basic understanding of fundamentals of Marketing will be beneficial.INDUSTRY SUPPORT: All industries, institutions and even individuals who may think of promoting themselves and their products and services as brands.

Week 1: What is IMC?Week 2: Current Trends and Design Thinking Outlook in IMCWeek 3: Consumer BehaviourWeek 4: Objectives, Budgeting, and IMC as a Strategic ToolWeek 5: Historical Perspective of IMCWeek 6: Research Methods and IMC PlanningWeek 7: AdvertisingWeek 8: Creativity: Planning and ExecutionWeek 9: Sales Promotion & Personal SellingWeek 10: Direct Marketing & Public RelationsWeek 11: The Internet: Digital Marketing and Social Media AdvertisingWeek 12: Measurement & Ethical and Social Perspective of IMC