INTEGRATED MARKETING COMMUNICATIONS

INSTRUCTIONS TO STUDENTS
(Sessions 15-20)

Sessions 15: Public Relations: Role of PR, The Process of PR, Corporate Advertising
Reading: Chapter 17: Public Relations, Publicity, and Corporate Advertising
Read the case: “Toyota Recalls (A): Hitting the Skids” for class discussion and prepare well for
discussion on the following questions in the class (session 15).
Written submissions: Each group has to submit written responses to the case questions (typed document,
maximum length of 3 to 4 pages) to the faculty at the time of commencement of session 15 in the classroom.
In-class Presentations (ppt): Section A – Group nos. 4 & 10; Section B – Group nos. 3 & 6
Questions for the case: Toyota Recalls (A): Hitting the Skids
1. How would you assess Toyota’s early reaction to the recalls?
2. How will you estimate the impact of the recalls and Toyota’s reactions on the firm’s brand,
business, and share price?
3. Critically evaluate Toyota’s public relations (PR) campaign.

Session 16: Direct Marketing, Personal Selling, Relationship Marketing

Reading: Reading: Chapter 14: Direct Marketing.

Session 17-18: Digital, Social & Interactive Media, Ethical and Social Perspective
Reading: Chapter 15: The Internet and Interactive Media
HBR Article: Ads that Don’t Overstep (given in Coursepack)
Case: It’s a New Day: Microsoft’s Office 2007 Launch Campaign
Read the case “It’s a New Day: Microsoft’s Office 2007 Launch Campaign” for class discussion and
prepare well for discussion on the following questions in the class (session 18).
Written submissions: Each group has to submit written responses to the case questions (typed document,
maximum length of 3 to 4 pages) to the faculty at the time of commencement of session 18 in the classroom.
In-class Presentations (ppt): Section A – Group nos. 6 & 11; Section B – Group nos. 5, 11 & 12
Questions for the case: It’s a New Day: Microsoft’s Office 2007 Launch Campaign
1. What were the key lessons from the Office 2003 Campaign?
2. Do you agree with the two-step strategy (Version Awareness + Product Experience = Perception
Change) that was the cornerstone of the Office 2007 campaign? How should Microsoft allocate the
budget between traditional and digital?
3. What do you think about the digital experiences Microsoft selected? What factors determine their
effectiveness?

Sessions 19-20: IMC Group Project Assignment Presentation

(Submission should be in accordance with IMC Group Project Guidelines)

Submission of the final report (Hard copy): Start of Session 17 on December 22, 2018

Submission of Soft Copy of PPT Presentation: Before the start of the Presentations by email on ID:
bmgswar@gmail.com

PPT Presentations: Each Group will have 10 minutes to present their IMC Group Assignment during
Sessions 19-20.
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