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Integrated Marketing Communication (Handout)
Integrated Marketing Communication (Handout)
Program Objective:-
To nurture corporate leadership skills and social consciousness among students.
To prepare students for a rewarding corporate career by training them on management practices
through experiential learning and theoretical constructs.
To prepare student to collaborate and work in team for high performance.
The POs (Program Outcomes) are as follows:-
Students should be able to demonstrate leadership skills.
Students should be able to understand and be conscious of the impact of managerial decisions
on the triple bottom-line – Profits, People and Planet.
Students will be adept at analyzing and applying theoretical constructs to various diverse
business scenarios both as individuals, working in team and in steering groups.
Course Objectives:-
COB (1) To develop a strong conceptual knowledge base in the areas of Integrated Marketing
communication among students.
COB (2) To inculcate a sense of critical thinking skills among future practitioners of IMC.
COB (3) To Train students to prepare effective Marketing communication messages
COB (4) To imbibe and nurture Leadership Skills among future managers
Recommended Text Book:-
Advertising and Promotion – An Integrated Marketing Communications Perspective- George
Belch, Michael Belch and Keyoor Purani, 9th Edition, 2015, Tata McGraw-Hill
Suggested Books:-
Integrated Adv, promo, and Marketing Communication- Kenneth E. Clow and Donald Black,
3rd Edition, Prentice Hall India, 2009
Advertising Management, - Rajiv Batra, John G Myers and David Aaker, Pearson Education,
2012
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Additional Learning Resources:
News papers
Journal articles
Internet Resources
PO-CO Mapping
Programme Outcomes(PO)
Delivery Schedule
Session Resources and Intended Delivery Session Objective Session GSTEE CO Mapping
Session Topic
# References Process (SO) Outcome (SOT) framework CO1 CO2 CO3 CO4 CO5
Student would
To provide a basic
Introduction and Course Discussion & understand the
1. CHAP 1 overview of IMC
Overview Introduction to IMC Lecture overview of the
Course
course
CHAP 2. Student is
Role of Marketing Integrated Marketing To provide insight expected to
Article Discussion
2. Communication, into role and understand the M M M M M
Evolution of IMC & Lecture
HBR 599087-PDF- evolution of IMC meaning and role
ENG. Robert J. Dolan of IMC
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Session Resources and Intended Delivery Session Objective Session GSTEE CO Mapping
Session Topic
# References Process (SO) Outcome (SOT) framework CO1 CO2 CO3 CO4 CO5
Consumer Decision Making Study behavior the consumer
Process perspectives of behavior
IMC perspectives of
Perception,
Attitude and how it
is used in decision
making
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Session Resources and Intended Delivery Session Objective Session GSTEE CO Mapping
Session Topic
# References Process (SO) Outcome (SOT) framework CO1 CO2 CO3 CO4 CO5
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Evaluation Timelines: -
Keeping in line with continuous evaluation at SIBM, the following schedules have been drawn.
Students are expected to go through the dates / sessions mentioned and prepare accordingly.
CO Mapping
Assessment Task Marks
Assessment Elements Expected Bloom's Marks
No (Name of Description of the task declaration CO1 CO2 CO3 CO4 CO5
/ Rubric slot Level Weightage
component) by
1 - Formative Quiz Multiple choice question test a) Comprehension and
based on IMC concepts reproducing the After 13th 20
11th Session 1, 2 s s
theoretical frameworks session (22%)
and tenets
2 - Analysis of Questions based on Case facts a) Understanding about
case / case / Case Analysis and discussion Case facts As shown in
discussion 24th 30
b) Case analysis the delivery 4,5,6 s s s s s
session (33.33%)
c) Comprehending the schedule
learning from the case
Assignment-3 Student needs to create a social a) How many shares/likes 4th 8th 10
4,5 m s -
media post and make it viral are received by the post? session session (11%)
Assessment 4 - Group Project
Project Student groups should work on a) Understanding of
preparing a IMC Campaign , theoretical framework 24th After 30th 30
4,5,6 s s s s s
submit report, give presentation session session (33.33%)
b) Analysis & Application
in group and viva-voce
individually
Grand total 90
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