SVKM’S NMIMS Narsee Monjee Institute of Management Studies

Name of School – Kirit P. Mehta School of Law

P Program: B.B.A., LL.B. (Hons.) 8102 Semester : IV

Module : Marketing IV Module Code:
Teaching Scheme Evaluation Scheme
Lecture Term End
Practical Tutorial Internal Continuous
(Hours Examinations (TEE)
(Hours (Hours Credit Assessment (ICA)
per (Marks- 50 in
per week) per week) (Marks - 50)
week) Question Paper)
4 0 0 4 Marks Scaled to 50 Marks Scaled to 50
Pre-requisite: A basic understanding of Integrated Marketing Communication to promote IMC
skills which are transferrable in a career that requires effective marketing and
communication.
Course Objectives:
1. To develop the students ability to understand Integrated Market Communications
2. To apply the principles to conduct multi-disciplinary research in the area of marketing and
communication.
Course Learning Outcomes:
1. To undertake research in order to foster an holistic understanding about IMC and gain
insights about the principles of IMC, tools of IMC, Advertising, Media Planning, Sales
promotion etc (PLO1).
2. Developing Strong Concept base for implications of tools of IMC, Advertising, Media
Planning, Sales promotion etc (PLO1).
3. Develop strategic approach among students that is customer centric and data driven
(PLO2).
4. Understand and implement the role of; marketing, communication, ethical media
practices and Internet in Advertising and Branding (PLO3).
Detailed Syllabus: ( per session plan )
Unit Description: Integrated Marketing Communication (IMC) Duration
1. Topic: Introduction to Integrated Marketing Communications 2 Hrs
 Topic Details: Evolution, Need
Basic Reading: George E Belch, Michael A Belch, Keyoor Purani, McGraw Hill
Education, 12th Edition
Reference Reading:
https://courses.lumenlearning.com/boundless-
marketing/chapter/introduction-to-integrated-marketing-communications/
https://www.routledge.com/The-Evolution-of-Integrated-Marketing-
Communications-The-Customer-driven/Schultz-Patti-
Kitchen/p/book/9781138008946
https://blog.avocetcommunications.com/the-history-of-integrated-marketing/
Pedagogy adopted: Discussion Method
2. Topic: Introduction to Integrated Marketing Communications 2 Hrs
 Topic Details: Importance, Promotion tools for IMC
Basic Reading: Terence A. Shimp, J. Craig Andrews, South West Cingage
Learning, Kenneth E. Clow, Donald Baack, Pearson, 10th Edition
Reference Reading: https://courses.lumenlearning.com/wmopen-
introbusiness/chapter/promotion-integrated-marketing-communication-imc/
https://www.sparkinteract.com.au/integrated-marketing-communication/
https://www.learnistan.com/the-promotional-mix-the-tools-for-imc/
 SVKM’S NMIMS Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

Pedagogy adopted: Discussion Method

3. Topic: Conducting a Situational Analysis 2 Hrs

 Topic Details: 3C’s analysis, Market structure and types
Basic Reading: Kruti Shah, McGraw Hill Education, 9th Edition
Reference Reading: https://courses.lumenlearning.com/wmopen-
introbusiness/chapter/promotion-integrated-marketing-communication-imc/
Pedagogy adopted: Discussion Method
4. Topic: Conducting a Situational Analysis 2 Hrs
 Topic Details: Setting objectives, The step-by-step IMC process
Basic Reading: Kruti Shah, McGraw Hill Education, 9th Edition
Reference Reading: https://www.hitechnectar.com/blogs/integrated-
marketing-communication-process/
https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-
determining-imc-objectives-and-approach/
https://www.cocoonfxmedia.co.uk/blog/the-imc-planning-process-
integrated-marketing-communications
Pedagogy adopted: Lecture Method aided with PowerPoint Presentations.
5. Topic: Branding 2 Hrs
 Topic Details: Brand Archetypes
 Basic Reading :
https://www.researchgate.net/publication/325180140_The_meaning_of_a_brand_A
n_archetypal_approach
 https://iconicfox.com.au/brand-archetypes/
 Basic Reading:
 Reference Reading:
 Pedagogy adopted: Discussion Method
6. Topic: Branding 2 Hrs
 Topic Details: Types of brands, Brand architectures
Basic Reading: The New Strategic Brand Management – Advanced Insights
& Strategic Thinking Jean-Noël Kapferer, Marketing Management -Philip
Kotler, 5th Edition
Reference Reading: https://courses.lumenlearning.com/cochise-
marketing/chapter/reading-types-of-brands/
https://www.ignytebrands.com/brand-architecture-creating-clarity-from-
chaos/
https://www.marshallstrategy.com/our-services/brand-architecture/brand-
architecture-examples/
https://brandfolder.com/blog/brand-architecture
Pedagogy adopted: Discussion Method
7. Topic: Advertising agency 3 Hrs
 Topic Details: organizational structure of an advertising agency, changing
role and functions, evaluation of agency functioning, growth of media
independents
Basic Reading: Gupta Ruchi, “Advertising Principles and Practices”, S.
Chand Publishers
 SVKM’S NMIMS Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

Reference Reading:
https://www.yourarticlelibrary.com/advertising/advertising-agency/99756
https://itsaugust.com/organizational-structure-advertising-agency/
https://www.mbaknol.com/marketing-management/role-and-functions-of-
advertising-agencies/
https://sites.google.com/site/marketingtstorm/advertising/advertising-agency
https://www.managementstudyguide.com/advertising-agencies.html
https://smallbusiness.chron.com/evaluate-advertising-agencies-19142.html
http://www.drypen.in/advertising/evaluation-of-an-advertising-agency.html
Pedagogy adopted: Discussion Method
8. Topic: Advertising – 3 Hrs
 Topic Details: preparing and executing an advertising strategy through
process of copy and art direction, production, media planning and buying
Basic Reading: Batra, R./ Myers, J. G./ Aaker, D. A., PHI Learning,
Advertising Management: Concepts & Cases, Tata McGraw Hill (TMH)

Reference Reading: https://gundersondirect.com/what-is-a-creative-strategy-

and-why-is-it-important/
https://www.marketingevolution.com/marketing-essentials/media-planning
https://uxdesign.cc/art-and-copy-bridging-the-gap-between-design-and-
content-4325b0939134
Pedagogy adopted: Discussion Method
9. Topic: Advertising 2 Hrs
 Topic Details: Communication models-DAGMAR, AIDA, advertising
research
Basic Reading: Batra, R./ Myers, J. G./ Aaker, D. A., PHI Learning,
Advertising Management: Concepts & Cases, Tata McGraw Hill (TMH), 5th
Edition
Reference Reading:
https://egyankosh.ac.in/bitstream/123456789/72011/1/Unit-1.pdf
http://www.sanandres.esc.edu.ar/secondary/Marketing/page_194.htm
https://corporatefinanceinstitute.com/resources/knowledge/other/aida-
model-marketing/
https://www.scribd.com/document/67994834/Dagmar-Aida
Pedagogy adopted: Discussion Method
10. Topic: Advertising 2 Hrs
 Topic Details: Measuring Effectiveness of Advertisement, Measuring
Effectiveness of the Promotional Program
Basic Reading: Batra, R./ Myers, J. G./ Aaker, D. A., PHI Learning,
Advertising Management: Concepts & Cases, Tata McGraw Hill (TMH), 5th
Edition
Reference Reading: https://www.assignmentpoint.com/business/marketing-
business/measuring-effectiveness-promotional-program.html
https://blog.gwi.com/marketing/advertising-effectiveness/
https://www.yourarticlelibrary.com/advertising/measuring-advertising-
effectiveness-3-methods/49176
https://accountlearning.com/how-to-measure-the-effectiveness-of-
advertising/
 SVKM’S NMIMS Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

The Tipping Point – Malcolm Gladwell

Pedagogy adopted: Discussion Method
11. Topic: Advertising 2 Hrs
 Topic Details: Evaluating Social, Ethical and Economic Aspects :Arguments
for and Against
Basic Reading: Batra, R./ Myers, J. G./ Aaker, D. A., PHI Learning, Advertising
Management: Concepts & Cases, Tata McGraw Hill (TMH), 5th Edition
Reference Reading: https://www.yourarticlelibrary.com/advertising/aspects-of-
advertising/99705
https://www.scribd.com/document/62574539/Chap-22-Evaluating-the-Social-
Ethical-and-Economic-Aspects-of-Advertising-and-Promotion-
1225871081804143-9
Pedagogy adopted: Discussion Method
12. Topic: Media planning 2 Hrs
 Topic Details: importance, process, terminologies
Basic Reading: Advertising Media Planning– Jack Z. Sissors & Roger B.
Baron, 7th Edition
Reference Reading: https://www.marketing91.com/media-planning/
https://www.marketingevolution.com/marketing-essentials/media-planning
https://www.economicsdiscussion.net/marketing-2/media-planning/media-
planning/32457
https://mediatool.com/media-planning-dictionary-terminology
http://blog.bloomads.com/blog/media-buying-101-important-terms-to-
understand
Pedagogy adopted: Discussion Method
13. Topic: Media planning 2 Hrs
 Topic Details: role of each medium, their benefits and limitations
Basic Reading: Advertising Media Planning– Jack Z. Sissors & Roger B. Baron, 7th
Edition
Reference Reading: https://www.marketingevolution.com/marketing-
essentials/media-planning
https://medium.com/@insight2015/benefits-of-media-planning-df2f7feb3266
https://www.agilitypr.com/resources/pr-glossary/strengths-limitations-of-
various-media/
Pedagogy adopted: Discussion Method
14. Topic: Sales Promotions 2 Hrs
 Topic Details: Trade and Consumer Promotions, benefits and limitations
Basic Reading: George Belch – Advertising and Promotions, 7th Edition
Reference Reading: https://courses.lumenlearning.com/cochise-
marketing/chapter/reading-sales-promotions/
https://www.yourarticlelibrary.com/sales/sales-promotion-tools-consumer-
oriented-and-trade-oriented-sales-promotion/32305
Pedagogy adopted: Discussion Method
15. Topic: Sales Promotions 3 Hrs
 Topic Details: Strategies, Tactics, Tools, Measures (Case studies)
Basic Reading: George Belch – Advertising and Promotions, 7th Edition
Reference Reading: https://courses.lumenlearning.com/boundless-
marketing/chapter/promotion-methods-in-trade-sales/
https://courses.lumenlearning.com/boundless-marketing/chapter/promotion-
 SVKM’S NMIMS Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

methods-in-consumer-sales/
Pedagogy adopted: Discussion Method
16. Topic: Direct marketing 2 Hrs
 Topic Details: the evolution from mail order selling to database marketing,
benefits and limitations
Basic Reading: Dutta, Kirti, “Integrated Marketing Communication” Oxford
University Press, 2016.
Reference Reading: https://courses.lumenlearning.com/cochise-
marketing/chapter/reading-direct-marketing/
Pedagogy adopted: Discussion Method
17. Topic: Direct marketing 2 Hrs
 Topic Details: Impact of the internet (Case studies)
Basic Reading: Dutta, Kirti, “Integrated Marketing Communication” Oxford
University Press, 2016.
Reference Reading: https://socpub.com/articles/direct-meets-digital-how-direct-
marketing-has-evolved-with-technology-13567
https://ucanr.edu/sites/placernevadasmallfarms/files/135649.pdf
Pedagogy adopted: Discussion Method
18. Topic: Personal selling 2 Hrs
Topic Details: process, benefits and limitations, new trends
Basic Reading: Advertising and Promotion: An Integrated Marketing
Communications Perspective, 12th Edition by George Belch and Michael Belch,
2021
Dutta, Kirti, “Integrated Marketing Communication” Oxford University Press,
2016.
Reference Reading: https://courses.lumenlearning.com/cochise-
marketing/chapter/reading-personal-selling/
Pedagogy adopted: Discussion Method
19. Topic: Personal selling 2 Hrs
 Topic Details: Use of technology (Case studies)
Basic Reading: Advertising and Promotion: An Integrated Marketing
Communications Perspective, 12th Edition by George Belch and Michael Belch,
2021
Dutta, Kirti, “Integrated Marketing Communication” Oxford University Press,
2016.
Reference Reading: https://www.zabanga.us/marketing-
communications/how-companies-integrate-personal-selling-into-the-imc-
program.html
Pedagogy adopted: Discussion Method
20. Topic: PR and Publicity 2 Hrs
 Topic Details: benefits and limitations, strategy and tactics
Basic Reading: Integrated Advertising, Promotion, and Marketing
Communications, 8th Edition, Kenneth E. Clow, 2018
Reference Reading: : https://courses.lumenlearning.com/boundless-
marketing/chapter/public-relations/
https://courses.lumenlearning.com/clinton-marketing/chapter/reading-public-
relations/
Pedagogy adopted: Discussion Method
 SVKM’S NMIMS Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

21. Topic: PR and Publicity 3 Hrs

 Topic Details: media management – profiling target audiences and crafting
media exposure strategies, building media relationships (Case studies)
Basic Reading: Dutta, Kirti, “Integrated Marketing Communication” Oxford
University Press, 2016.
Reference Reading: https://www.marketingevolution.com/marketing-
essentials/media-planning
https://www.bluefountainmedia.com/blog/pr-101-how-to-build-and-foster-
relationships-with-the-media
https://www.forbes.com/sites/forbesagencycouncil/2019/06/28/three-strategies-
for-building-relationships
Pedagogy adopted: Discussion Method
22. Topic: Internet and Mobile Advertising 3 Hrs
 Topic Details: benefits and limitations, future trends (Case studies)
Basic Reading: Integrated Advertising, Promotion, and Marketing
Communications, 8th Edition, Kenneth E. Clow, 2018
Reference Reading: https://courses.lumenlearning.com/cochise-
marketing/chapter/reading-digital-marketing/
https://courses.lumenlearning.com/boundless-marketing/chapter/social-media-
and-technology-trends/
Pedagogy adopted: Discussion Method
23. Topic:Events 2 Hrs
 Topic Details: benefits and limitations, role (Case studies)
Basic Reading: Integrated Advertising, Promotion, and Marketing Communications,
8th Edition, Kenneth E. Clow, 2018
Dutta, Kirti, “Integrated Marketing Communication” Oxford University Press,
2016.
Reference Reading: https://www.cambridge.org/core/journals/journal-of-
advertising-research/article/abs/an-imc-approach-to-event-marketing-the-
effects-of-sponsorship-and-experience-on-customer-
attitudes/527841E89DD5A48AE1F9E28B7F6E8AC7
https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.392.36&rep=rep1&ty
pe=pdf
Pedagogy adopted: Discussion Method
24. Topic: Advertising and Promotion Ethics 3 Hrs
Topic Details: Advertising and Children, Social and Cultural Consequences –
Stereotypes, Economic Effects of Advertising.
Basic Reading: Advertising and Promotion: An Integrated Marketing
Communications Perspective, 12th Edition by George Belch and Michael Belch,
2021
Reference Reading: https://courses.lumenlearning.com/boundless-
marketing/chapter/ethics-in-marketing/
https://www.yourarticlelibrary.com/advertising/aspects-of-advertising/99705
Pedagogy adopted: Discussion Method
25. Topic: Evaluating the IMC Program 3 Hrs
 Topic Details: using appropriate metrics, determining effectiveness levels,
setting benchmarks- planned versus actuals
Basic Reading: Clow, Kenneth E ; Baack, Donald E “Integrated Advertising
Promotion and Marketing Communication”, Pearson Edu 8th Edition, 2018
 SVKM’S NMIMS Narsee Monjee Institute of Management Studies
Name of School – Kirit P. Mehta School of Law

Reference Reading: https://business.sdsu.edu/students/imc/abstracts/ae_effect-

imc
Pedagogy adopted: Discussion Method
26. Topic: New Trends in IMC and International Media 3 Hrs
 Topic Details: new trends, advantages and limitations
Basic Reading: Dutta, Kirti, “Integrated Marketing Communication” Oxford
University Press, 2016.
Reference Reading:
https://marketingcommunications.wvu.edu/files/d/9698163a-4c10-49ff-b211-
f9aa29763b99/2021-trends-guide-2.pdf
https://courses.lumenlearning.com/wmopen-introbusiness/chapter/promotion-
integrated-marketing-communication-imc/
Pedagogy adopted: Discussion Method
Total 60 Hrs
Text Books:
1. Belch, Michael, Belch, George “Advertising and Promotions: An integrated marketing
communications perspective” Tata McGraw Hill 2021
2. Shah , Kruti ; D’souza , Allan “ Advertising and IMC “ , Tata Mc Graw Hill (Classic)
Reference Books:
1. Clow, Kenneth E ; Baack, Donald E “Integrated Advertising Promotion and Marketing
Communication”, Pearson Edu 8th Edition, 2018
2. Duncan, Tom, “Principles of Advertising and IMC”, Tata McGraw Hill Pub Classic
3. Shrimp, Terence, “Advertising and Promotion : An IMV Approach”, Cengage Learning,
Classic
4. Dutta, Kirti, “Integrated Marketing Communication” Oxford University Press, 2016.
5. Gopalakrishnan, P S, “Integrated Marketing Communication: Concepts and Cases”, ICFAI
University Press, Classic
Any other information :
Total Marks of Internal Continuous Assessment (ICA) : 50 Marks
Distribution of ICA Marks :
Description of ICA Marks
Research Paper 20 Marks
Seminar 10 Marks
Viva 10 Marks
Class Participation 10 Marks
Total Marks : 50 Marks

Signature
Signature
(Prepared by Ms. Karishma Desai) (Approved by Dean)