K.S.

School of Engineering and Management

Bengaluru, www.kssem.edu.in
Lesson Plan
Department of Management studies
Programme: MBA
Date of Approval:
Branch/Section: Electronics & Communication Engineering / D

Academic Year: 2015-16

Name of the Faculties: Dr. .

Designation: Professor HOD & Assistant Professor

Course: INTEGRATED MARKETING Hours Course Code: Course Type: Sem: 4

COMUNICATION 14MBAMM408 Elective
Sl. Content CO Scheduled on Delivere Bloom
No. d on s
1 Role of IMC in marketing process 1 1 Kn,
cm
2 IMC planning model, 1 1 Cm
3 Marketing and promotion process 1 1 Kn,
model Cm
4 Communication process 1 1 Cm
5 steps involved in developing IMC 1 1 Cm
programme
6 Role, Functions, Types 1 1 Cm
7 Advertising Vs Marketing mix 1 2 Cm
8 Advertising appeal in various stages of 1 2 Cm,
PLC ap
9 Advertising Agency 1 2 Kn
10 Need /Merits of Advertising Agency 1 2 Kn,
cm
11 Type of agencies 1 2 Cm
12 Services offered by various agencies 1 2 Cm
13 Criteria for selecting the agencies 1 2 Cm
14 Advertising objectives 1 3 Kn,
Cm
15 Goal setting DAGMAR approach 1 3 Cm
16 CASE STUDY 1 3 Cm
17 budgeting methods used 1 3 Cm
18 various budgeting methods used 1 3 Cm
19 CASE STUDY 1 6 Cm
20 Developing Media plan 1 4 Cm
21 Problems encountered 1 4 Cm
22 Media Evaluation-Print 1 4 Kn,
 cm,ap
23 Broadcast media, Support media in 1 4 Kn,
advertising cm,ap
24 Media strategy: Creativity, Elements 1 4 cm.,ap
of creative strategies
25 implementation 1 4 Ap

26 Importance of Headline and body 1 4 Cm

copy
27 CASE STUDY 1 6 AP
28 Direct Marketing: Features, Functions, 1 4 Kn,
growth Cm
29 Advantages/Disadvantages, And 1 4 Kn,
Direct Marketing Strategies cm
30 Promotion: Meaning, Importance, 1 4 Kn,
tools used, cm

Conventional/unconventional
31 drawbacks, push pull strategies 1 4 Kn,
cm
32 Co-operative advertising, Integration 1 4 Kn,
with advertising and publicity cm
33 Public relation/ Publicity:- Meaning, 1 4 Kn,
Objectives, tools of public relations cm
34 Public relation strategies, Goals of 1 4 Kn,
publicity cm
35 Corporate Advertising Role, Types, 1 4 Kn,
Limitations, PR Vs Publicity. cm
36 Monitoring, 1 5 Cm
37 Evaluation. 1 5 Cm,
ap, ev
38 Control 1 5 Ap
39 Measurement in advertising, 1 5 Kn,
cm
40 various methods used for evaluation 1 5 cm
41 Pre-testing, 1 5 cm
42 Various Post testing 1 5 Cm,
43 Case study 1 6 Cm,
ap
44 Global environment in advertising, 1 6 Kn
45 Meaning, need, 1 6 Kn
46 types, issues, 1 6 cm
47 methods, 1 6 cm
48 local advertisement vs global 1 6 Cm,
advertisement, ap
49 barriers 1 6 Cm
50 influence of culture 1 6 Cm
51 Decision areas in international 1 6 Cm,
advertising ap
52 Types of decisions across 1 6 cm
53 External factors & Internal factors 1 6 cm
54 Case study 1 6 Cm,
ap
55 Case study 1 6 Cm,
ap
56 Question paper discussions 1 6 Kn,
cm

Course Learning Outcomes: Blooms

After completing the course, the students will be able to, Taxonomy
1. To explain the basic concepts of IMC
2. To explain various advertising agency and its criteria for selecting Kn: Knowledge
& evaluation of agency Cm:
3. To explain briefly advertising objectives & budgeting methods. Comprehension
4. To explain briefly the concept of Media planning, Media strategy,
Ap: Application
direct marketing, Promotion, PR/Publicity.
An: Analysis
5. To understand the Effectiveness of marketing communications &
Sy: Synthesis
various methods used for monitoring, evaluation, Pre-testing, Post
Ev: Evaluation
testing method.
6. To explain the emerging trends in advertising in global
environment & case study
 Skill Mapping of Course:
Learning Knowledg Comprehensio Applicatio Analysi Synthesi Evaluatio
Outcome e n n s s n
s
CO-1 X X
CO-2 X X
CO-3 X
CO-4 X
CO-5 X
CO-6 X

Text Books
1. Advertising and Promotions IMC Perspectives: Belch and Belch, 9/e, Tata McGraw
Hill,2012.
2. Advertising & Integrated Brand Promotion - OGuinn, Allen, Semenik, Cenage Learning.
3. Integrated Advertising, Promotion, and Marketing Communications, Clow,
Baack,3/e,Pearson Education, 2007.
4. Integrated Marketing Communications Niraj Kumar, HPH.

Reference Books
1. E-Marketing, Judy Strauss and Raymond Frost, Prentice Hall, 6th Edition, 2013
2. Internet Marketing: Integrating Online and Offline Strategies. M. L. Roberts and Debra
3. Zahay, 3rd edition, Cengage Publishing, 2013
4. Digital Marketing: Strategy, Implementation and Practice, Chaffey D., Ellis-Chadwick,5th
Edition, F., Pearson, 2012.
5. E Marketing The essential guide to online marketing, Rob Stokes, Flat world knowledge,
2010.
Signature of the Faculty