IMC Syllabus Executive

IMC Syllabus Executive - Transcript

INTEGRATED MARKETING COMMUNICATIONS IMC
OBJECTIVES
The process of integrated marketing communications IMC involves coordinating the various promotional elements and other marketing activities that communicate with a firm s customers This course will attempt to highlight the importance of these promotional elements and marketing activities
Course Outline 20 Classes
An Introduction to Integrated Marketing Communications
IMC as integral part of marketing
Understanding Consumer Behavior
Understanding Communication Process
Structure of Advertising and Promotions World
Research A strategic advertising tool
Advertising Strategy
Finding the Big Idea
Creative Execution in Advertising
Sales Promotion
Direct Marketing
Public Relations Publicity and Corporate Advertising
Unconventional Promotional Media
Media Planning and Strategy
Budgets Objectives and Evaluation
Evaluation Criteria
Case Study 3 20 Marks
Quiz 4 20
Mid Term 20
End Term 30
Project 10
Class Textbook
Advertising and Promotion Shah D Souza Tata McGraw Hill Latest Edition