MBAM-307: Integrated Marketing Communication

Objective:
The aim of this course is to acquaint the students with concepts, techniques and give experience
in the application of concepts for developing effective communication programs.
UNIT-I:
The Role of IMC in Marketing; Evolution and Reasons for Growing Importance of IMC; The
Communication or Promotional Mix; The Role of IMC in the Marketing Process [Marketing
Strategy and Analysis; The Target Marketing Process; Developing Marketing Planning
Programme].
UNIT-II:
Objectives, Budgeting and developing Communications for the IMC; Analyzing the
Communication Process; DAGMAR Approach in Setting Objectives.
UNIT-III:
Creative Strategy Planning and Development; Media Planning and Strategy; Developing,
Monitoring and Evaluating the IMC Programme; Measuring the Effectiveness of Promotional
Programme.
UNIT-IV:
Future Perspectives of IMC; Direct Marketing; Sales Promotion; The Internet and Interactive
Media; Personal Selling;
UNIT: V:
Evaluating the Social, Ethical, and Economic Aspects of IMC; IMC Ethics & Government
Regulations- IMCs Responsibility to Society; Current live Projects on IMC Practices
Case Studies based on above curriculum
Suggested Readings:

1. Belch, George E and Belch, Michael A. Introduction to Advertising and Promotion. 3 rd ed.
Chicago; Irwin, 2002.
2. Arens and Bovee, Contemporary Advertising, Irwin, 1995.
3. Sandage and Fryberger, Advertising, AITBS, Delhi, 2000.
4. Batra, Rajeev, Myers, Johan G. and Aaker, David A. Advertising Management. 4th ed. New
Delhi, Prentice Hall of India, 2002.
5. 0' Guinn, Advertising & Integrated Brand Production; Vikas Publishing House, New Delhi.
6. Kleppner, Otto. Advertising Procedure. Englewood Cliffs, New Jersey, Prentice Hall Inc.,
1986.
7. Wells, William, Burnett, John & Moriarty Sandra, PHI, 2002.
8. Kenneth E. Clow and Donald Baack (2004); Integrated Advertising, Promotion and
Marketing Communications; PHI Ltd., New Delhi.
Boree, Thill, Dovee and Wood (1995); Advertising Excellence; International Edition; McGrawHill Ltd