Teaching Plan

Integrated Marketing Communicationand Brand Promotion

MM 01
Instructor: Dr. Gajender Sharma

Session
Session 1& 2
Duration: 120
Minutes
Session 3 & 4
Duration: 120
Minutes
Session 5 & 6
Duration: 120
Minutes

Session 7 & 8
Duration: 120
Minutes
Session 9 & 10

Duration: 120
Minutes
Session 11 &
12
Duration: 120
Minutes
Session 13 &
14
Duration: 120
Minutes
Session 15 &
16

Content
Advertising definition, Advertising as a model of communication,
Role of Advertising in the Marketing Mix, Integrated Marketing
Communication, Marketing Communication Process, Types of
advertisements and advertising agencies.
Video on History of Advertisements
Evolution of advertising, social and ethical aspects of advertising;
subliminal advertising, surrogate advertising, deceptive ads,
puffery, ASCI and its role.
Evaluation
Key Psychological Processes: Multi-Attribute Attitude
Models(MAAMS), The Elaboration Likelihood Model (ELM),
Advertising and Promotion Research: Concept Testing, Audience
Profiling, Projective Techniques, Field Work, Communication Test,
Recall Test, Recognition Test, Resonance Test.
Case: Fair and Lovely: Creating Demand
The Advertising Plan, Essential Message objectives and strategies,
Copywriting, Copywriting for print ads: Headline, Body Copy,
Writing Copy for TV, Radio, Print and Cyberspace.
Evaluation
Case: Frootis Innovative Campaign
Illustration, Design, Layouts, Print Production Process, Creative
Team TV.
Case: Discovery Channel: Going Local

Hyper Clutter and Ad Avoidance, Media Planning: Media plan,

media class, media vehicle, Reach, Frequency, Message Weight,
Gross Impressions, and Media scheduling: Continuity, Flighting and
Pulsing. Share of Voice, Cost Per Thousand.
Which Media? Strategic Planning Considerations. Print Media,
Television and Radio.
Quiz
Role of Internet in the advertising
Evaluation

Remarks

Duration: 120
Minutes
Session 17 &
18

Workshop on creating an Ad: Print, Electronic and Outdoor

Evaluation

Duration: 120
Minutes
Session 19 &
20

Sales Promotion: definition, Importance, Types and Strategic Sales

Promotion, Guerilla Marketing.

Duration: 120
Minutes
Session 21 &
22
Duration: 120
Minutes
Session 23 and
24
Duration: 120
Minutes
Session 25 and
26
Duration: 120
Minutes
Session 27 and
28

Event Sponsorship, Product Placements and Branded

Entertainment and Event Marketing

Introduction to Brand, brand elements, Four steps of brand

building, Brand Positioning, Defining and Measurement of Brand
Equity, Cause Marketing, Social Media Marketing, Political
Marketing, Crisis Communication
Brand Architecture, New Product Development and Brand
Extension, Reinforcing and Revitalization of brands
Case: Britannia Industries Ltd. Revitalizing a Brand

Managing brands over geographic boundaries, emerging areas of

IMC and brand promotion

Duration: 120
Minutes

Teaching Pedagogy: Course would be taught using video cases, case studies and through simulated
learning techniques.
Creativity is perhaps one of the most under-utilized components of the learning process. Thus, in the IMC
course, an emphasis is placed on creative thinking as an important aspect of writing, discussion and
presentation. In writing, it plays a significant role in paraphrasing, fine-tuning ideas and avoiding plagiarism. In
coursework and classroom discussion, thinking creatively allows students to take risks and more fully express
their ideas and opinions.

While having a thorough understanding of current IMC tools and technologies is inarguably important,
students must also be aware of the theories underlying them. In our view, a carefully-balanced blend of

academic concepts and practical skills ensures that students are provided with optimal conditions for
acquiring expertise in all of the many building blocks of IMC.

Text: Advertising Management by Wells, Burnette and Moriarty, PHI

Reference: Advertising Management by OGuinn, Allen and Semenik, Cenage