INTEGRATED MARKETING COMMUNICATION

Credits: 3 (24 sessions of 75 minutes each or 30 contact hours)

Course Instructor: Prof Malavika R Harita

INTRODUCTION
Communication is one of the most important management tools and this course tries to
explore not just the process but also the various components, constituents and connects
used. The course explores the science and the art of communicating effectively with different
stakeholders in the eco-system through an integrated media approach.
This course combines theoretical inputs, discussions, readings, live examples and exercises in
a participatory learning framework since communication is a subject that is best learnt within
a practical context and format.

COURSE OBJECTIVES (CO)

1. To understand the importance of communication as a management tool in an
organizational context, across stakeholders and media
2. To understand the necessity of a holistic approach to communication in today’s
interconnected world
COURSE LEARNING OUTCOMES (CLO)
By virtue of the learning gained in this course, the student should be able to:
CLO 1 Develop and manage the communication process by understanding the coding,
decoding, production, execution and consumption of a wide gamut of organizational
messaging

CLO 2 Analyse how the various constituents of the communication eco-system interact with
each other
CLO 3 Communicate with different stakeholders in the eco-system through an integrated
media approach

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COURSE CONTENT

 Integrated Marketing Communication and its role in the marketing process

 Promo Tools: Advertising, Direct Marketing, Public Relations, Promotions, Personal
Selling, Digital and Social Media
 Media Planning and Strategy
 The Communication Eco-system
 Planning and budgeting for communication
 The Communication Process and consumer behavior
 Understanding Target Audiences
 Creative Strategy and Development
 Building Strong Brands and Lovemarks
 Communicating with different stakeholders

PRESCRIBED TEXT BOOK

Belch George E, Belch Michael A and Purani Keyoor (2011), Advertising and Promotion an IMC
Perspective (9th Edition), Tata McGraw Hill

OTHER READINGS AND REFERENCES

a. Rajeev Batra, John G Myers and David A Aaker(2004), Advertising Management,(5th
Edition), Prentice-Hall of India Pvt Ltd ,New Delhi.
b. J. Thomas Russell & W Ronald Lane(2010), Kleppner’s Advertising Procedure, (16th Edition),
Pearson Education, New Delhi.
c. Wright, Warner, Winter & Zeigler (1983), Advertising, Tata McGraw-Hill Publishing,
(5th Edition), New Delhi.
d. John R Rossiter and Larry Percy (1998), Advertising communications and Promotion
Management, (2nd Edition), Irwin McGraw-Hil, Boston .

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ASSESSMENT SCHEME AND WEIGHTAGE:

Evaluation
Weightage (%) Details
Item

Mid-term Quiz 20% Individual, Closed Book, 60 minutes

Exercises 20% Group effort, during the class sessions/ take home
Campaign Group effort, at the end of the course before the
20%
Presentation end term exam
End-Term
40% Individual, Closed Book, 90 minutes
Examination

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 SESSION PLAN
Sessio Additional Reading &
Topic Pedagogy Reading
n References*
1 Integrated Marketing Lectures, participative Belch:
Communication and its role sessions and exercises Chapters 1 and
in the marketing process 2
Promo Tools: Advertising, Lectures, participative Belch: : Kleppner, Drayton Bird.List of
2 Direct Marketing, Public sessions and exercises Chapters 11 to books on Internet advertising
Relations, Promotions, 18. in the book list.
Personal Selling, Internet and
Interactive Media
Promo Tools: Advertising, Lectures, participative Belch: Kleppner, Drayton Bird.List of
3 Direct Marketing, Public sessions and exercises Chapters 11 to books on Internet advertising
Relations, Promotions, 18. in the book list.
Personal Selling, Internet and
Interactive Media
Media Planning and Strategy Lectures, participative Belch: Chapter Advertising Media Planning by
4 sessions and exercises 10, Jack Z. Sissors, Lincoln Bumba
Media Planning and Strategy Lectures, participative Belch: Chapter Advertising Media Planning by
5 sessions and exercises 10, Jack Z. Sissors, Lincoln Bumba
Media Planning and Strategy Lectures, participative Belch: Chapter Advertising Media Planning by
6 sessions and exercises 10, Jack Z. Sissors, Lincoln Bumba
The Communication Eco- Lectures, participative Belch: Chapter
7 system sessions and exercises 3

Planning and budgeting for Lectures, participative Belch: Rossiter and Percy
8 communication sessions and exercises Chapters 7, 19.

The Communication Process Lectures, participative Belch: Aaker and Myers

9 and consumer behaviour sessions and exercises Chapters 4, 5
and 6.

10 The Communication Process Lectures, participative Belch: Aaker and Myers

and consumer behaviour sessions and exercises Chapters 4, 5 &
6.

The Communication Process Lectures, participative Belch: Aaker and Myers

11 and consumer behaviour sessions and exercises Chapters 4, 5
and 6.

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 The Communication Process
12 and consumer behaviour
Defining target audiences
13
Defining target audiences
14
Creative Strategy and
15 Development
Creative Strategy and
16 Development
Building Strong Brands and
17 Lovemarks
18 Communicating with
different stakeholders
Developing 360 degree
19 communication programs
Developing 360 degree
20 communication programs
Developing 360 degree
21 communication programs
Final Campaign Presentation
22-24
Lectures, participative Belch: Aaker and Myers
sessions and exercises Chapters 4, 5
and 6.
Lectures, participative Aaker and
sessions and exercises Myers
Lectures, participative Aaker and
sessions and exercises Myers
Lectures, participative Belch: Ogilvy and Trout
sessions and exercises Chapters 8 & 9.
Lectures, participative Belch: Ogilvy and Trout
sessions and exercises Chapters 8 & 9.
Lectures, participative Brand Kevin Roberts: Lovemarks
sessions and exercises Management
:Aaker and
Myers
Lectures, participative Pettis and
sessions and exercises Branding from
Inside.
Workshop session
Workshop session
Workshop session
Live Presentation by All learning till
the students in groups date
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Rules of the Course:

 There may be minor changes in the schedule depending on student interest and
comprehension.
 Groups are pre-determined and will remain the same through the course. The PGP office
will put up a list. Please check which group you are in.
 Exercises will be group efforts based on theoretical inputs and discussion during the
classroom sessions. Those not present for the relevant session will not be graded for the
exercise even if it is a take-home.
 All take home assignments will be mailed to malavika.harita@saatchifocus.net by 4 pm
on the date mentioned in class clearly marked with the group number and assignment
number in the subject line. The names of the group members who attended the class only
should be mentioned on the first page. Assignments not in the inbox by 4 pm will not be
graded.
 Students need to attend all the sessions on a particular day since it is treated as a
continuous unit with breaks which differ from the prescribed ones.

Reading List
 Positioning , Jack Trout & Al Ries
 Ogilvy on Advertising, David Ogilvy
 Ogilvy on Advertising in the digital age, Miles Young
 New Positioning, Jack Trout
 How to Advertise, Kenneth Roman and Jane Maas
 Building Strong Brands, David A Aaker
 The Fall of advertising and the rise of PR, Al Ries and Laura Ries
 Managing Brand Equity, David A Aaker
 Commonsense Direct Marketing, Drayton Bird
 Building Brand Identity, Lynn B Upshaw
 Techno Brands, Chuck Pettis
 Marketing Warfare, Al Ries and Jack Trout
 Maxi Marketing, Rapp & Collins
 The New Positioning, Trout
 Cutting Edge Advertising II, Jim Aitchison
 Lovemarks, Kevin Roberts
 Lovemarks Effects, Kevin Roberts
 We are like that only, Rama Bijapurkar
 Social Media 101, Chris Brogan
 The new rules of marketing and PR, David Meerman Scott
 Social Media Marketing for Dummies, Shiv Singh
 Social Media Metrics, Jim Sterne
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 Marketing 3.0, Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
 Serch Engine Optimization, Jennifer Grappone and Gradiva Couzin
 Social Media Marketing, Dave Evans
 Hegarty on Advertising
 Truth, Lies and Advertising, Jon Steel
 Building Strong Brands, David Aaker
 Strategic Brand Management (3rd Edition) by Kevin Lane
 The Advertising Concept Book, Pete Barry