1. Integrated Marketing Communication
Program : MBA Class of : 2010
Credit : 3 Sessions : 33
Course Code : SL MM 605
Objective
i) To enable students to build a sound theoretical and practical understanding of the
formulation of promotional strategy and the management of the marketing
communication process
ii) To develop an understanding of the economic and creative justifications for
marketing communications and
iii) To be sensitive to legal and ethical considerations in the formulation and the
implementation of marketing communications strategy.
REFERENCE BOOKS AUTHOR / PUBLICATION
Marketing Communication Strategy ICMR
Advertising and Promotion Belch, G E / Belch, M A. Tata McGraw­
Hill
FCB Ulka Brand Building Advertising Parameswaran, M G. Tata McGraw­Hill
Concepts And Cases
th
Advertising Management, 5 e Aaker, David A et al. Prentice­Hall, India
Advertising Communications and Rossiter / Percy ­ Tata McGraw Hill
Promotion Management
Advertising and Promotion Management, Rossiter, John R / Percy, Larry. McGraw­
nd
2 e Hill
Strategic Marketing Communications : Smith, Paul et al. Kogan Page, UK
New Ways to Build and Integrate
Communications
Principles of Advertising & Integrated Duncan, Tom. Tata McGraw Hill
Marketing Communication– 2005e
Why we Buy: The Science of Buying Underhill, Paco
Planning for power Advertising Halve, Anand. Sage publication

2. Detailed Syllabus
Introduction to Integrated Marketing Communication: The Promotional –Mix, Role of Marketing
Communications in Marketing, Evolution and Importance of Integrated Marketing Communication,
Economic and Creative justification of marketing communications.
Developing a Theoretical understanding of Marketing Communications: The Communication
Process, Behavioral Aspects of Marketing Communication, Consumer response to persuasive
communications­ Different models like Response Hierarchy Models, FCB planning Model, Cognitive
Processing Models, Influence of source message and channel factors on communication.
Planning and organising the Integrated Marketing Communication Processes: Concepts of STP,
Identification of the target audience, Establishment of Marketing Communications objectives, Setting
Marketing Communication Budget, Organising for Marketing Communications : Role of Ad Agencies
and other Marketing Communication organizations, Client Agency Relationship
Media Issues: Print Media, Broadcast Media, Display Media, Internet and Interactive Media, Support
Media, Media Planning and Strategy­Media Plan, Media objectives, Developing, Implementing and
Evaluating Media strategies.
Message Strategy: Creativity, The Creative Process, Creative strategy development­ Copy Platform, The
Big Idea, Creative Strategy, Implementation and Evaluation
Other elements in Marketing Communications Strategy: Below­the­line Communications, Sales
Promotion, Public Relation, Event management, Publicity, Corporate Advertising, Direct Marketing,
Personal Selling.
Monitoring Evaluation and Control of Integrated Marketing Communications Strategy: To
measure or not to measure, Measurement process for Advertising, Measuring the Effectiveness of other
Marketing Communication elements
International Marketing Communication: Role of international marketing communication in
international marketing, Cultural and other differences, Global Vs. localized marketing communications,
Organizing for international marketing communication
Wider issues in Integrated Marketing Communications: Regulation of Advertising and Promotion –
Self and State regulation, Social, Ethical and economic aspects of Marketing Communication.
Cases
Faculty will be handling eight or more cases
· Marketing and Communication Strategy of Titan
· VIP Industries ­ Positioning Itself as a Lifestyle Brand
· Horlicks ­ Effective Repositioning Through Focused Advertising
· 'The Onida Devil' Returns
· Changing Media Environment in India ­ Implications for Advertisers and Media Planners
· Life Insurance Marketing in India: Changing Advertisement and Promotion Norms
· Coke and Pepsi Television Commercials
· ColorPlus ­ Redefining the Rules of Promoting Apparel
· Creative Communications in the Indian Automobile Industry ­ Print Advertising for the Tata Indica
· The Siyaram Celebrity Endorsement Experience

3. · Consumer and Trade Promotions ­ Haier Appliances (I) Pvt. Ltd.
· Google and the 'Click Fraud' Menace
· Orbitz's Effective Online Advertising
· SMS Advertising
· Buzz Marketing ­ A Marketing Communications Tool
· The Marlboro Story
· HLL's Media Strategy for Close­Up
· The 'Incredible India' Campaign: Marketing India to the World
· SBI Life Promotes Pension Schemes
· Promoting Television Serials ­ 'Jassi Jaissi Koi Nahin'
· 'Goli ke Hamjoli' (Friends of the Pill) ­ An Integrated Social Marketing Campaign
· Brand Management Strategy of Dabur Vatika
· The Multi­Branding Strategy of Yum! Brands
· Asian Paints ­ Adding Colors
· Airtel ­ Positioning (and Repositioning)
· Relaunch of Frooti ­ The 'Digen Verma' Campaign
· Lifebuoy ­ Successful Repositioning & Re­launch of an Established Personal Care Brand
· IKEA's Global Marketing Strategy
· Marketing Viagra in India
· Titan Watches ­ Advertising in Global Markets
· Perfetti Van Melle ­ Outsourcing Indian Advertisements
· The Story of Benetton's Advertisement Campaigns
· Childhood Obesity: Should Junk Food be Regulated?
· Crisis Management at Bausch & Lomb ­ 'ReNu The MoistureLoc' Controversy
· Communicating during a Crisis ­ The Pepsi Syringe Scare
· PepsiCo’s Distribution and Logistics Operations
· Reverse Logistics ­ Gaining Importance
· Revamping the Supply Chain ­ The Ashok Leyland Way
· Sears ­ Logistics Management Practices
· Carrefour ­ Managing the Global Supply Chain
· Unilever Restructures its Supply Chain Management Practices
· Asian Paints ­ Blending Technology and Distribution
Source:Case Studies in Marketing Communications

4. Suggested Schedule of Session
No. of
Topic
Sessions
Introduction to Integrated Marketing Communication (Including case discussion) 2
Developing a Theoretical understanding of Marketing Communications (Including case 4
discussion)
Planning and organizing the Integrated Marketing Communication Processes (Including 4
case discussion)
Media Issues (Including case discussion) 4
Message Strategy (Including case discussion) 4
Other elements in Integrated Marketing Communications Strategy: (Including case
discussion)
Below­the­line 1
Sales Promotion (Including case discussion) 2
Public Relation, Event management, and Publicity Corporate Advertising (Including case 2
discussion) 1
Direct Marketing
Personal Selling. 1
1
Monitoring, Evaluation and Control of Integrated Marketing Communications Strategy 2
International Marketing Communication (Including case discussion) 3
Wider issues in Integrated Marketing Communications 2
Total 33