INTEGRATED

MARKETING
COMMUNICATIONS
COURSE INFORMATION

RESOURCE PERSON DR KAMRAN SIDDIQUI

PROGRAM MBA
PREREQUISITE(S) MARKETING MANAGEMENT
CREDIT HOURS 3
SEMESTER FALL 2011
CLASS TIMINGS TBA
OFFICE ROOM # 25 FIRST FLOOR
COUNSELING HOURS BY APPOINTMENT
TELEPHONE # 111-422-422 EXT. 206
E-MAIL KSiddiqui@iba.edu.pk

INTRODUCTION
The modern marketing has witnessed companies ranging from large multinationals to
small retailers increasingly rely on integrating their marketing communications to help
them market products and services. To effectively plan, implement and evaluate
marketing communication programs require an understanding of the overall marketing
process, consumer behavior, communications theory and the media of communications.
This course examines the various factors that must be considered in planning, developing
and implementing IMC campaigns. Attention will also be given to the environment in
which communication operates and IMC decisions are made.
.
LEARNING OBJECTIVES
This course takes an analytical approach to the study of the IMC of business firms.
Attention focuses on the process and the challenges involved in developing effective
communication strategies for organizations. The major objectives of the course are:
1. To provide in-depth understanding of concepts and theories of Integrated Marketing
Communications (IMC).
2. To illustrate the elements of IMC and ways to integrate them.
3. To equip students with theoretical and analytical skills necessary for the development,
execution and evaluation of IMC campaigns.
4. To provide students with a forum for presenting and defending their recommendations
and for critically examining and discussing the recommendations of others.
5. To identify the role of advertising as it relates to other marketing functions and other
promotional activities.

Fall 2011 IMC 1 of 8

RECOMMENDED TEXT BOOK
William Chitty, Nigel Barker and Terence Shimp, (2008) “Integrated Marketing
Communications”, 2nd Edition, Thomson Publications
David Pickton and Amanda Broderick (2005) “Integrated Marketing Communications”,
2nd Edition, Pearson Education Ltd

REFERENCE BOOKS
Advertising Excellence by Bovee, Thill, Dovel and Wood
Sales Promotion Essentials by Don E. Shultz, William A. Robinson, Lisa A. Petrison
Advertising, Principles and Practice: Wells, Moriarty & Burnet

ASSESSMENTS:
The final grade will base on the following categories of assessment weightage:
ASSESSMENT ITEMS WEIGHTAGE
Assignments (N-1)…………………………………… 10%
Develop a perceptual map (Marks 2)
Develop a Storyboard (Marks 2)
Develop a Sales Promotion Idea (Marks 2)
Develop a Direct Marketing Plan (Marks 2)
Develop a Event Sponsorship Plan (Marks 2)
Develop a Social Media Plan (Marks 2)
Mini Projects (Presentations)………………………… 15%
IMC Campaign Analysis (Marks 5)
IMC Campaign Brief (Marks 5)
Local Agency Brief (Marks 5)
Final Project (Presentations) ………………………… 20%
Developing an IMC campaign (Marks 25)
Case Study / Class Participation …………………….. 25%
Mid Term Exam …………………………………….. 10%
Final Exam ………………………………………….. 20%

Total 100%

COURSE EVALUATION
The final grade will base on the following raw scores:

Raw Score Grade

93-100 A
87-93 A-
82-87 B+
77-82 B
72-77 B-
68-72 C+
64-68 C
60-64 C-
<60 F

Fall 2011 IMC 2 of 8

 CALENDAR OF ACTIVITIES
Starting Date: September, 2011

Week Topics Case Study Assignments / Projects

Instructor’s and
course introduction
Introduction to
IMC
1 Communication
Response Models
Google Ad Planner: An
Communication
Effective Tool for Media
Planning
Planners?
Hindustan Unilever:
Repositioning Rexona Develop perceptual map (Marks 2)
Segmentation, Deodorant
2 Targeting and Dabur – Repositioning its
Positioning Real Activ
ICICI – Repositioning its
Private Banking Business
Mauriti Suzuki Advertising
Develop a Storyboard (Marks 2)
Strategies
3 Advertising
Chevron: Corporate
Advertising
Pepsi Co. – Kurkurey
Develop a Sales Promotion Idea
4 Sales Promotion Red Bull: Building Brand (Marks 2)
Equity in non-traditional
ways
AXE Effect in US: Success Develop a Direct Marketing Plan
5 Direct Marketing through Viral Marketing (Marks 2)
Dell Direct
Pfizer's Lipitor: The
Celebrity Endorsement
Develop a Event Sponsorship Plan
PR, Publicity & Controversy
6 (Marks 2)
Sponsorship Nike & Liu Xiang: Crisis
Management in Celebrity
Endorsement
Air France: Internet
Marketing Develop a Social Media Plan
E-Marketing &
7 Barak Obama’s IMC (Marks 2)
Social Media
campaign

Mini Project - I (Presentations)

IMC Campaign Analysis (Marks 5)
Analyzing IMC
8
Campaigns
* MID TERM EXAM *

Fall 2011 IMC 3 of 8

 Week Topics Case Study Assignments / Projects
Preparing IMC Mini Project - II (Presentations)
9
Briefs IMC Campaign Brief (Marks 5)
Saatchi & Saatchi PLC:
Corporate Strategy
Role of agency in JCDecaux
10
IMC Omnicom: The world’s
largest Advertising
Conglomerate
Choosing an MINI USA: Finding a New Mini Project - III (Presentations)
11
Agency Advertising Agency Local Agency Brief (Marks 5)
Coca-Cola ‘Open
Happiness’ Campaign
Integrating Burger King’s ‘Whopper
12 Marketing Freakout’ Marketing
Communications Campaign
BMW: Launching the
Roadster
P&G Pakistan: Ariel
Evaluating IMC Launch 2008
13
Campaigns Tata Tea: A case of Social
Cause Marketing

Final Project (Presentations)

Developing IMC
14 Developing an IMC campaign
Campaigns
(Marks 25)

Fall 2011 IMC 4 of 8

 EXAMINATIONS

MID-TERM EXAM A mid-term exam worth 10% of your final grade will be held as per
schedule. A take home portion of the exam may be assigned.

FINAL EXAM A final exam worth 20% of your final grade will be held during the
exam period. The Final will challenge you to integrate many of the
concepts covered in the course. A take home portion of the exam may
be assigned.

ASSIGNMENTS

Submission through: Ksiddiqui@iba.edu.pk [Please write IMC in subject area]

Submission Deadline: 2-7 weeks (every week)
Presentation Time: 10 - 15 minutes.
Group Members: Maximum 4
Assignment Brief: You are required to select one brand/product for all the assignments
except for mini projects and final project. All of the assignments must
be based on a single communication objective.
 Develop a perceptual map (Marks 2)………….. 2nd week
 Develop a Storyboard (Marks 2)………………. 3rd week
 Develop a Sales Promotion Idea (Marks 2)…… 4th week
 Develop a Direct Marketing Plan (Marks 2)….. 5th week
 Develop a Event Sponsorship Plan (Marks 2)… 6th week
 Develop a Social Media Plan (Marks 2)………. 7th week

In all of the assignments will produce a presentation that demonstrates

your understanding of relevant creative ideas. In addition, you can also
write one to two page creative brief that explains what you are trying
to achieve with your assignment (but that is optional).
Presentation outline: It may include:
 Company background
 Market Segmentation
 Target Audience
 Positioning Statement
 Unique Selling Proposition
 Relevant assignment

Fall 2011 IMC 5 of 8

 MINI PROJECT – I: IMC CAMPAIGN ANALYSIS
Submission through: Ksiddiqui@iba.edu.pk [Please write IMC in subject area]
Submission Deadline: 8th Week
Presentation Time: 10 - 15 minutes.
Group Members: Maximum 4
Assignment Brief: A good marketer not only understands marketing theory, he or she can
also critically evaluate the advertising and promotion material. This
activity provides you an opportunity to appraise the agency’s work and
its effectiveness.
Presentation outline: You are required to present a local IMC campaign (small write-up
required; 1-2 pages). All presentations must cover the client, target
market(s), positioning, communication objective(s), creative brief,
advertising appeal and execution style. Finally, you can also include
your own assessment or critique for the campaign. Presentation must
include a:
 TVC (15/30 sec)
 Print Ad (four colors)
 Radio Ad
 Outdoor Ad (Size and locations)
 Internet Ad (Banner)
 Sales Promotion Plan
 Direct Marketing Plan
 PR & Publicity brief
 Event Sponsorship Plan
 E-Marketing & Social Media Plan
 Plan to Integrate IMC elements

MINI PROJECT – II: IMC CAMPAIGN BRIEF

Submission through: Ksiddiqui@iba.edu.pk [Please write IMC in subject area]
Submission Deadline: 9th Week
Presentation Time: 10 - 15 minutes.
Group Members: Maximum 4
Assignment Brief: Effective marketing communications involve coordination of different
advertising mediums and different communication tools. This
assignment will test your ability to apply the concepts of the Integrated
Marketing Communications mix.
Presentation outline: You are required to present an IMC brief for a product/brand campaign
(small write-up required; 1-2 pages). All presentations must cover the
client, target market(s), positioning, communication objective(s), and
creative brief. More emphasis will be on creativity rather than
execution. Presentation must include a:
 Story board
 Sales Promotion idea
 Direct Marketing idea
 PR & Publicity idea
 Event Sponsorship idea
 E-Marketing & Social Media idea

Fall 2011 IMC 6 of 8

 MINI PROJECT – III: LOCAL AGENCY BRIEF

Submission through: Ksiddiqui@iba.edu.pk [Please write IMC in subject area]

Submission Deadline: 11th Week
Presentation Time: 10 - 15 minutes.
Group Members: Maximum 4
Assignment Brief: A major step in this field is to know the anatomy of advertising
business. You have an excellent opportunity to present business
models studied at any advertising agency (preferably member of
Advertising Association of Pakistan). You are required to submit a
small write-up (1- 2 pages) and copies of your overheads handouts/for
evaluation. All group members must be present in the presentation
process. Any group member will be asked to present on behalf of the
group.
Presentation outline: Typical presentation may include:
 Company Name & Affiliations
 Brief History
 Organizational Structure or teams or units
 Major Clients
 Major Campaigns
 Success Stories

Fall 2011 IMC 7 of 8

 FINAL PROJECT

Submission through: Ksiddiqui@iba.edu.pk [Please write IMC in subject area]

Submission Deadline: 14th week of the semester
Presentation Time: 20 - 25 minutes.
Group Members: Maximum 4
Assignment Brief: Effective marketing communications involve coordination of different
advertising mediums and different communication tools. This
assignment will test your ability to apply the concepts of the Integrated
Marketing Communications mix.
Key Deliverables: You are required to develop a complete IMC campaign for any local
product or service (The product or brand must be different from your
presented assignments earlier in the semesters). It must cover target
market(s), positioning, communication objective(s), creative brief, and
advertisement copy for four different media.
 TVC (15/30 sec)
 Print Ad (four colors)
 Radio Ad
 Outdoor Ad (Size and locations)
 Internet Ad (Banner)
 Sales Promotion Plan
 Direct Marketing Plan
 PR & Publicity brief
 Event Sponsorship Plan
 E-Marketing & Social Media Plan
 Plan to Integrate IMC elements

Your group will then be charged with delivering a presentation. During

the presentation you will explain the both the creative and media
strategy behind the TVC and how the TVC fits into a larger IMC mix.
At the end of the presentation, your group will hand in a short report
(about 2-3 pages) which summarizes your presentation.

Fall 2011 IMC 8 of 8