Revising the MBA course for Marketing with the help of HR theories

1. Integrated Marketing communications-new learning Design

2. The Existing TLP Strengths Weaknesses Opportunities Threats

3. GAP

4. The Proposal: The Course is divided into 12 sessions. The following factors will be allocated equally in each session: Case Studies Audio/ Visuals Assignments Software Training The concluding 2 sessions will have live projects implementations for start-ups or developing an IMC of a company of the students choice.

5. Session 1: Origins of IMC The marketing impact of moving from products to brands and branding. A shift away from the Four Ps. The role of technology in the evolution of marketing Stages of IMC development. Data inputs and outputs for leveraging Customer information Software Training: Adobe Photoshop

6. Session 2: Evolution of IMC A focus on brands and branding. E-commerce. Customization Globalization. Retail - IMC Technological Infrastructure in Malls Improving Footfalls Software Training: Adobe Photoshop

7. Session 3: Databases and their utilization Data sources Facilitative mechanisms Data applications Example: Geoscape whichprovides consumer intelligence via strategic business consulting, database-driven analytics and automated systems to help our clients. Software Training: Geoscape

8. Session 4: A Customer-Centric Organization Focus on Total Customer Experience Alignment of Consumer Goals with Corporate Objectives Setting Customer behaviour objectives Treating Customers as Assets Converge Marketing Communication Activities Software Training: Geoscape

9. Session 5: The Principles of Value-Based IMC Aligning internal and external resources. Build a customer-centric organization. Total customer experience is the focus. Customer needs and corporate objectives are aligned. Converge Marketing Communication activities. Software Training: Adobe Illustrator

10. Session 6: Identifying customers and prospects Customers aggregated in behavioral groups. Visual Design Combining and Sharing Customer Data Generating Customer Insights Advertising An Industry expert guest lecture on the current IMC scenario/ latest methods/ incorporation of techniques. Software Training: Adobe Illustrator

11. Session 7: Identifying Customers and Prospects. Valuation of Customers and Prospects.(FOCUS GROUPS OR IN-DEPTH INTERVIEWS WILL GO HERE) Creating and Delivering Messages and Incentives Estimating returns on customer investments, and Post-Program Analysis and Future Planning Software Training: CorelDraw

12. Session 8: Understandingcustomers and prospects Social Media Marketing Understanding the dynamics of Facebook Combining and Sharing Customer Data Generating Customer Insights Basics of Blogging, Website Dynamics and Visually enhanced website template incorporation and creation. Software Training: Corel Draw

13. Session 9: Customers are assets and communication an investment. Customer/prospect valuation. Creating customer and marketplace value. 5Rs: Recognition, Relevance, Receptivity, Response, Relationship. Marketer-customer reciprocal relationship. Software Training: Practice and query solving.

14. Session 10: The planning for each focus group and or in-depth interviews Planning Marketing Communication Delivery Brand contacts Alternative communication paths Brand networks Software Training: Practice and query solving.

15. Session 11: Presentation Topics “ Estimating Return on Customer Investment” “Measurement of returns” “Analysis of customer contribution, commitment, and championship” “Tracking of customer movement” “Perspectives on the entire IMC strategy”

16. Session 12: Individual Live Project – Presentation Session On start-ups or developing an IMC of a company of the students choice.

17. End Session Have a platform for all the students to interact and discuss about their projects. Have the industry experts give a feedback and interact with students. A final review of the entire course Evaluation Have an informal party at the end of the session

18. Thank you!