Integrated Marketing Communication (MBA)

Advertising, sales promotion, public relations, direct and digital communication planned as one message.

6 MonthsDuration 5Chapters24Topics

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Syllabus · पाठ्यक्रम

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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

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

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.