Integrated Marketing Communication

1. Understand the principles of marketing communication
2. Apply integrated marketing communication strategies
3. Conduct marketing research
4. Develop effective marketing plans
5. Analyze marketing communication media
6. Budget for promotional programs

13 weeks, about 28 hours in total. Yours will differ.

1. Week 1Module 1: Marketing as an Institution

   • Unit 1: History and Definitions of Marketing · 2 hours

     Trace the origin of marketing. Explain various definitions of marketing. Discuss the evolution of marketing through different eras.

2. Week 2Module 1: Marketing as an Institution

   • Unit 2: Marketing and Other Management Functions · 2 hours

     Differentiate marketing from advertising and other marketing communication means. Describe the relationship between marketing and advertising. Analyze the application of marketing communication for effective marketing effort.

3. Week 3Module 1: Marketing as an Institution

   • Unit 3: The Marketing Mix and Marketing Plan · 2 hours

     Define marketing mix. Identify each of the elements in the marketing mix. Explain how each of the marketing mix influences total marketing plan.

4. Week 4Module 1: Marketing as an Institution

   • Unit 4: Elements of Marketing Mix · 2 hours

     Explain the first four P's of marketing. Identify other P's of marketing. Analyze how each of the P's influence various stages of marketing communication effort.

5. Week 5Module 2: Understanding Integrated Marketing Communication

   • Unit 1: Origin of Integrated Marketing Communication (IMC) · 2 hours

     Explain how IMC evolved and what led to its development. Explain the response of marketers and advertising agencies to IMC. Identify scholastic definitions of IMC and be able to explain the concept.

6. Week 6Module 2: Understanding Integrated Marketing Communication

   • Unit 2: Definition and Explanation of IMC · 2 hours

     Identify and understand various elements of IMC. Distinguish the elements from each other by their individual unique features. Explain the roles of the individual element in integrated marketing communication.

7. Week 7Module 2: Understanding Integrated Marketing Communication

   • Unit 3: The Need for IMC · 2 hours

     Explain the factors that affect the choice of the promotional mix. Explain why some promotional mix miss out in an IMC campaign. Suggest an appropriate IMC mix for a given marketing situation.

8. Week 8Module 3: Market & Marketing Research

   • Unit 1: Marketing Research · 2 hours

     Explain marketing research. Analyze why it is necessary to conduct marketing research. Discuss the relationship between conventional research and marketing research.

9. Week 9Module 3: Market & Marketing Research

   • Unit 2: Types of Marketing Research · 2 hours

     Define various marketing research methods. Differentiate between quantitative and qualitative marketing research. Conduct marketing research using either quantitative or qualitative method.

10. Week 10Module 3: Market & Marketing Research

    • Unit 3: Steps & Processes of Conducting Marketing Research · 2 hours

      Explain the steps involved in conducting marketing research. Identify the elements in each step. Analyze the process involved in conducting marketing research.

11. Week 11Module 3: Market & Marketing Research

    • Unit 4: Merits and Demerits of Marketing Research · 2 hours

      State the various benefits in marketing research. Outline the disadvantages in marketing research. Discuss the importance of marketing research in decision-making.

12. Week 12Module 4: Integrated Marketing Communication Plan

    • Unit 1: Integrated Marketing Communication Strategies · 2 hours

      Identify the key participants in an integrated marketing communication process. State the notable and widely applied IMC strategies. Explain the steps in developing a marketing communication plan.

13. Week 13Module 4: Integrated Marketing Communication Plan

    • Unit 2: Integrated Marketing Communication Media · 2 hours

      Analyze the basic Media of IMC. Differentiate between various IMC media. State the characteristics of various media.

    • Unit 3: Objectives and Budgeting For Promotional Programme · 2 hours

      State why specific objectives are important to integrated marketing communication program. Analyze some of the challenges marketers often face in setting objectives for their IMC program. Describe the process of budgeting for IMC.