STES, Pune POST GRADUATE DIPLOMA IN MANAGEMENT SEMESTER-III Course Code MK-305 INTEGRATED MARKETING COMMUNICATION

1 ) Role of IMC in marketing process, IMC planning model, Marketing and promotion process model. Communication process, steps involved in developing IMC program, Effectiveness of marketing communications Advertising : Purpose, Role, Functions, Types Advertising Vs Marketing mix, Advertising appeal in various stages of PLC. 2 ) Advertising Agency Types of agencies, Services offered by various agencies, Criteria for selecting the agencies and evaluation. Various famous Indian advertising agencies, Structure of advertising industry, Choosing an Advertising Agency Account planning and Account brief. 3 ) Advertising objectives and Budgeting Goal setting - DAGMAR approach, Various budgeting methods used. 4 ) Media Planning Developing Media plan scheduling reach & frequency, problems encountered. Media strategy : Creativity, Elements of creative strategies and its implementation, Importance of Headline and body copy. Media Evaluation Print, Broadcast media, Support media in advertising. 5 ) Promotion Meaning, Importance, tools used, conventional/ unconventional, drawbacks, push pull strategies, Co-operative advertising, Integration with advertising and publicity Public relation/ Publicity : Meaning, Objectives, tools of public relations, Public relation strategies Goals of publicity, Corporate Advertising Role, Types, Limitations, PR Vs Publicity, Campaign Management, Trade promotion and consumer promotions Types, Planning for sales promotion program, Push and Pull Strategies. 6 ) Monitoring, Evaluation and Control Measurement in advertising, various methods used for evaluation, pre-testing, Post testing,

Evaluating Marketing communication program Message Evaluation, Reorganization test/relations and sponsorship program. 7 ) Event Management Introduction Purpose of organizing an event, Key elements of Events, Concepts of promotion and pricing in events. 8 ) Current trends in IMC, Unconventional media used for IMC, Viral Marketing, Celebrity endorsements, Product placement in films, Product Placement on Television, Film based Mercandising, Ambush advertising, Surrogate advertising , Ambient advertising, Ethics and social responsibilities in marketing communication.

Books Recommended 1 2 3 4 5 6 Advertising and Promotions IMC Perspectives : Belch and Belch Tata Mc Graw Hill, 6/e,2003 Advertising An IMC Perspective S. N. Murthy/ U. Bhojanna Excel Books, 2007. Advertising & Integrated Brand Promotion, OGuinn, Allen, Semenik, 4/e. Integrated Advertising, Promotion, and Marketing Communications, Clow, Baack, 3/e, Pearson Education, 2007 , John G Myers & Aaker PHI 5/e, 2007 Advertising Management by Bahtra, Pearson Education, 5/e.

STES, Pune POST GRADUATE DIPLOMA IN MANAGEMENT SEMESTER-III Course Code MK-305 INTEGRATED MARKETING COMMUNICATION 1) Role of IMC in marketing process, IMC planning model, Marketing and promotion process model. Communication process, Steps involved in developing IMC program, Effectiveness of marketing communications Advertising : Purpose, Role,Functions, Types Advertising Vs Marketing mix, Advertising appeal in various stages of PLC.

2 ) Advertising Agency Types of agencies, Services offered by various agencies, Criteria for selecting the agencies and evaluation. Various famous Indian advertising agencies, Structure of advertising industry, Choosing an Advertising Agency Account planning and Account brief. 3 ) Advertising objectives and Budgeting Goal setting - DAGMAR approach, Various budgeting methods used. 4 ) Media Planning Developing Media plan scheduling reach & frequency, problems encountered. Media strategy : Creativity, Elements of creative strategies and its implementation, Importance of Headline and body copy. Media Evaluation Print, Broadcast media, Support media in advertising. 5 ) Promotion Meaning, Importance, tools used, conventional/ unconventional, drawbacks, push pull strategies, Co-operative advertising, Integration with advertising and publicity Public relation/ Publicity : Meaning, Objectives, tools of public relations, Public relation strategies Goals of publicity,

Corporate Advertising Role, Types, Limitations, PR Vs Publicity, Campaign Management, Trade promotion and consumer promotions Types, Planning for sales promotion program, Push and Pull Strategies. 6 ) Monitoring, Evaluation and Control Measurement in advertising, various methods used for evaluation, pre-testing, Post testing, Evaluating Marketing communication program Message Evaluation, Reorganization test/relations and sponsorship program. 7 ) Event Management Introduction Purpose of organizing an event, Key elements of Events, Concepts of promotion and pricing in events. 8 ) Current trends in IMC, Unconventional media used for IMC, Viral Marketing, Celebrity endorsements, Product placement in films, Product Placement on Television, Film based Mercandising, Ambush advertising, Surrogate advertising , Ambient advertising, Ethics and social responsibilities in marketing communication.

Books Recommended 7 Advertising and Promotions IMC Perspectives : Belch and Belch Tata Mc Graw Hill, 6/e,2003 8 Advertising An IMC Perspective S. N. Murthy/ U. Bhojanna Excel Books, 2007. 9 Advertising & Integrated Brand Promotion, OGuinn, Allen, Semenik, 4/e. 10 Integrated Advertising, Promotion, and Marketing Communications, Clow, Baack, 3/e, Pearson Education, 2007 11 , John G Myers & Aaker PHI 5/e, 2007 12 Advertising Management by Bahtra, Pearson Education, 5/e.