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    Integrated Marketing Communication – Spl. Paper VII

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    Integrated Marketing Communication – Spl. Paper VII

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    4 views4 pages

    Integrated Marketing Communication – Spl. Paper VII

    Uploaded by

    vidoyeb960

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    UG/PG Curriculum

    PROGRAM BA BA(Hon) B.Com B.Com(Hon) M.Com MA - Eng MA- Eco MA- Psy

    Tick

    SEMESTER 1 2 3 4 5 6 7 8

    Tick

    SPECIALIZATIONS
    BA Eco Eng Psy Gen

    Tick

    BCOM Costing Banking Entrep MKT Fin & Mgt Acc HRM Bus Gen
    Acc Analytics
    Tick

    Name of Board of Studies Department of Commerce


    Name of the Department Department of Marketing
    Name of Head of Department Dr. Hrishikesh Soman
    Title of the Course Integrated Marketing Communications Special
    Paper 7
    Course Code 67204C19
    Type of Course (New / Revised) New
    Number of Credits 4
    Date of Approval by BoS 25th March 2021

    Date of Implementation June 2021

    Course Outcomes
    1. Analyze real-time communication and adaptation issues and new paradigm of
    understanding consumer in rapidly changing digital environment.
    2. Assess the connection between marketing communications tools and implement
    them effectively in an integrated communication mix.
    3. Apply basic advertising theories and principles to practice.
    4. Create and manage marketing communication on digital platform.
    DETAILS OF SYLLABUS
    UNIT DETAILS NUMBER OF
    NUMBER LECTURES

    1 Title of the topic :Fundamentals of Integrated Marketing 12


    Communications

    Contents:
    Meaning and role of Integrated Marketing Communications in
    marketing process.
    Understanding Communication process:
    Source, message and channel factors.
    Communication response hierarchy: AIDA Model, Hierarchy of
    effective effect model, Innovation adoption model, information
    processing model, The standard learning Hierarchy, Attribution
    Hierarchy and Low involvement hierarchy consumer
    involvement-The Elaboration Likelihood model (ELM), The
    Foote, Cone and Belding Model (FCB).
    2 Title of the topic : Advertising Management 16

    Contents:
    Evolution of Advertising, Role of Advertising in 21st Century,
    Foundational concepts in Advertising.
    Main Decision Areas in Advertising, How Advertising works:

    accomplish Persuasion and Attitude conversion.


    Deciding the Advertising Objectives:
    Various Advertising Objectives
    Deciding the Advertising Budget
    Deciding the Copy.
    Steps in Copy development
    Media Planning:
    Role of Media during digital era
    Fast changing scene: Jostling by Traditional and New
    Media.
    Evolution and History of Advertising Agencies , Factors involved in
    Agency selection, Ad Agency Organizational Structure, Changing
    Roles of Ad Agencies: Corporate expectations from Ad Agencies.
    3 Title of the topic: Sales Promotion ,Publicity and Public Relations 12

    Contents :
    Role of Sales Promotion in communicating and offering Value
    to its customers
    The surge in Sales Promotion in Recent years.
    The two major components of Sales Promotion: Trade and
    Consumer Promotion.
    The downside of Sales Promotion.
    Events, Experiences and Sponsorships
    Publicity a Potent tool in communication.
    Role and functions of Public Relations in Digital Economy,
    Process in Public Relations: Research, Planning,
    Communication.
    4 Title of the topic: Managing Digital Communications 14
    Contents:

    Emergence of Digital Communication: The need of the hour


    Forms of Online Marketing Communication-How to start a
    buzz fire and Tracking Online Buzz
    Managing marketing communications on social media
    Creating and managing Digital Word of Mouth
    Mobile Marketing:
    The scope of mobile marketing
    Developing effective mobile marketing program
    Mobile marketing across markets
    5 Assignments

    Reference List
    1. Marketing Management,15th Edition, Philip Kotler, Kevin Lane, Keller, Published by-
    Pearson.
    2. Marketing Management: Indian Context-Global Perspective, 6th Edition, Ramaswamy and
    Namakumari, Sage Publication
    3. Fundamentals of Marketing, William Stanton, Michael Etzel,Bruce Walker, ,Mc Graw-Hill
    International Editions 1994
    4. Introduction to Marketing, Theory & Practice, Second Edition, Adrian Palmer, Oxford
    University Press
    5. Marketing Management-A South Asian Perspective, ISBN -978-0-13-600998, 13th
    Edition, Philip Kotler, Kevin Keller, Abraham Koshy ,Mithileshwar Jha, Published by
    Dorling Kindersley(India)Pvt. Ltd, Licensees of Pearson Education in South Asia
    6. Marketing Management-Global Perspective -Indian Context, 4th Edition-2010V.S.
    Ramaswamy& S. Namakumari, Macmillan Publishers India LMT, New Delhi.
    7. Marketing Management,11thth Edition, Philip Kotler, Published by-Prentice Hall of India
    Private Lmt, New Delhi.
    8. Advertising Management ,Oxford University Press ,By Jaishri Jethwaney and Shruti Jain
    9. Advertising Management ,By Rajeev Batra, John Myers and Davis Aaket ,Published by
    Prentice Hall of India Private Limited, New Delhi

    Name and Sign of Head


    Dr.Hrishikesh Soman

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