7/24/2019 Course Outline IMC

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Course Outline

Integrated Marketing CommunicationSemester: 2nd 2015

Class: MBA 1.5 2nd

 Class Room: As per Time Table

Class Timings: As per Time Table

Instructor: Muammad !mar "a#at Abbasi

$mail: umar%abbasi&otmail.com

INTRODUCTION

Te modern mar'eting as (itnessed companies ranging )rom large multinationals to small retailersincreasingl# rel# on integrating teir mar'eting communications to elp tem mar'et products and ser*ices. To

e))ecti*el# plan+ implement and e*aluate mar'eting communication programs re,uire an understanding o) teo*erall mar'eting process+ consumer bea*ior+ communication teor# and te media o) communications. Tis

course e-amines te *arious )actors tat must be considered in planning+ de*eloping and implementing IMCcampaigns. Attention (ill also be gi*en to te en*ironment in (ic communication operates and IMCdecisions are made.

Learning Objectives

Tis course is designed to pro*ide #ou (it a basic understanding o) o( and (# smart mar'eters are ma'ing

e))orts to integrate te di))erent t#pes o) communications te# use. !pon completion o) tis course+ #ou sould:

• emonstrate a toroug 'no(ledge o) te (or'ings and e-pectations o) te IMC program.

• To illustrate te elements o) IMC and (a#s to integrate tem.

• Identi)# o( mar'et researc+ segmentation+ branding and positioning relate to te process o) creatingand placing success)ul ad*ertising and promotions.

• $-plain o( e))ecti*e creati*e strategies are de*eloped and implemented.

• e)ine o( social/digital/interacti*e media can be used to mar'et a brand.

• Recognie te role o) public relations in IMC and construct te basic elements o) a public relations

 plan.

  Appl IMC principles and practices in t!e development o" a compre!ensive plan "or an

multinational compan#

Teac!ing Met!odolog

Te class (ill be conducted troug a lecture deli*ered b# te course instructor. Students (ill be encouraged tota'e participation and as' ,uestions at te end o) te class sessions. Students are also e-pected to read te topico) te da# in ad*ance (ic is mentioned in te course contents.

Recommended $ook • Ad*ertising+ romotion and oter aspects o) Integrated Mar'eting Communications

 b# Simp Andre(s 3t $dition.

Re"erence $ooks%

• Ad*ertising $-cellence b# Bo*ee+ Till+ o*el and 4ood

• Ad*ertising and Sales romotion b# en aser.

• Ad*ertising and romotion 6t edition b# Blec.

7/24/2019 Course Outline IMC

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Assessments %

Assignments 10%

7uies 158

9inal roect ;resentation< 208

Case Stud#/Class articipation 108

Mid Term $-am 208

9inal $-am 258

&eek Lecture No# Topic

' ' Introduction to IMC

( Introduction to IMC ) Case *tud

( + T!e ,ractice and -nvironment o" IMC

. Case *tud ) Assignment No# '

+ / IMC ,lanning% *egmentation 0 Targeting

1 Case *tud ) *ubmission o" Assignment No# '

. 2 T!e Creative Message% *trateg 0 -3ecution

4 Case *tud ) 5ui6 No# '

/ 7 *ales ,romotion Management

'8 Case *tud ) Assignment No# (

1 '' ,ublic Relation 0 Corporate Advertising 9IMC Tools:

'( Case *tud ) *ubmission o" Assignment No# (

2 '+ T!e Advertising ,lan 9IMC Tools:

'. Case *tud ) 5ui6 No# (

4 '/ Direct Marketing 9IMC Tools:'1 Case *tud ) Revision and Discussion

7 '2 Media ,lanning *trateg

'4 ;inal ,roject Discussion

'8 '7 Revision o" t!e course and Discussion "or Clear Understanding

o" t!e Course

(8 Revision o" t!e course and Discussion "or Clear Understanding

o" t!e Course

;inal ,roject% Te )inal proect (ill re,uire te student to stud# an e-isting compan# national or 

international and point out te application o) te studied concepts in tose companies. A)ter te

completion o) te documentation eac group (ill demonstrate teir )inal proect in )ront o) te class.

Attendance% Minimum =08 attendance at lecture and tutorials/seminars/discussions is re,uired. Tis

is student responsibilit# to )ollo( up on (at te# a*e missed troug absence )rom a teacing

session troug interaction (it )ello( students (o attended te class.