Your roadmap · आपका रोडमैप
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Admission & first meetingप्रवेश और पहली मुलाकातEnquire at your nearest NDSS centre, meet the teacher, fix the batch time and get your study material.
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Part 1 of the syllabusपाठ्यक्रम भाग 1Unit-wise coaching with notes and doubt classes.
Unit 1: Introduction to IMCUnit 2: Objectives & BudgetingUnit 3: Creative Strategy & Advertising
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Part 2 of the syllabusपाठ्यक्रम भाग 2Unit-wise coaching with notes and doubt classes.
Unit 4: Media PlanningUnit 5: Other IMC Tools & Effectiveness
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Unit tests & assignmentsयूनिट टेस्टRegular tests in the university / board pattern.
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Semester 3 exam (university / board)विश्वविद्यालय / बोर्ड परीक्षाPrevious papers and full revision before the exam.
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Online tests & resultऑनलाइन टेस्ट और रिज़ल्टTake the tests online; your marks and result show in your student login and at the centre.
Syllabus · पाठ्यक्रम
1 subject · 5 chapters · 24 topics
01Unit 1: Introduction to IMC
5 topics+
- Concept, evolution and importance of IMC
- Communication process: sender, encoding, media, decoding, noise, feedback
- Promotion mix elements
- Push and pull strategies
- Role of advertising agencies
02Unit 2: Objectives & Budgeting
4 topics+
- Response hierarchy models: AIDA, hierarchy of effects
- DAGMAR approach
- Setting communication objectives
- Budgeting methods: percentage of sales, competitive parity, objective and task, affordable
03Unit 3: Creative Strategy & Advertising
6 topics+
- Creative strategy and big idea
- Unique selling proposition
- Advertising appeals: rational, emotional, fear, humour
- Message structure and execution styles
- Celebrity endorsement
- Advertising regulation: ASCI
04Unit 4: Media Planning
4 topics+
- Types of media: print, TV, radio, outdoor, digital
- Media planning process
- Reach, frequency, GRP and CPM
- Media scheduling: continuous, flighting, pulsing
05Unit 5: Other IMC Tools & Effectiveness
5 topics+
- Sales promotion: consumer and trade
- Public relations and publicity
- Direct marketing and personal selling
- Digital and social media communication
- Measuring effectiveness: pre-testing and post-testing
About this course
You will be able to
- Explain the concept of IMC and the communication process
- Set communication objectives using AIDA, hierarchy of effects and DAGMAR
- Decide the promotion budget and plan the promotion mix
- Develop creative strategy and an advertising message (USP, appeals)
- Plan media using reach, frequency, GRP and CPM
- Plan sales promotion, PR, direct and digital communication and measure their effectiveness
Who it is for
- MBA students of Semester 3 (AKTU) - Marketing specialisation
- Students aiming at advertising agency, brand and media planning careers
What you need
- Marketing Management (Semester 1 / 2) completed
- Interest in advertisements and media
Online tests & result
Practice and unit tests online; marks and result show in your student login and at the centre.
Student login →
Questions
Which syllabus is followed?
The AKTU (Dr. A.P.J. Abdul Kalam Technical University, Lucknow) MBA syllabus of Integrated Marketing Communication (Semester 3). If your own university's syllabus differs, the centre follows your university syllabus and units.
Will I prepare a campaign?
Yes. You plan a small IMC campaign for a brand: objective, budget, message, media plan and measurement.
How will I be tested?
Unit-wise MCQ tests and a final paper at semester level, plus practice on short and long answer questions from previous university papers.
