INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE
Post Graduate Programme in Management
Course Outline
Course Title
Instructor(s)
Course credit
Total No. of Sessions
Session Duration
Term
Year
Integrated Marketing Communication
Prof. Keyoor Purani
3
24
75 minutes
V
PGP-II, 2022-23
Introduction
Brands have learnt that the ability to communicate effectively and efficiently with their target audiences is
critical to their success. At the same time, management of marketing communications and creating brand
differentiation is becoming all the more challenging as the environment is changing rapidly. In last over 2
and a half decades, technology has made major changes in the media landscape creating newer
opportunities and challenges for brands to communicate effectively with their audiences.
For decades, communication business was dominated by large, full-service advertising agencies largely
churning our beautiful advertising in newspapers, magazines and television. However, in today’s world,
there are a myriad of media outlets and companies are moving away from traditional media and are
spending more in specialized media. Emergence of new media, large format retailing, and stronger
localized brands have seen an increase in emphasis given to non-mass media communication tools. Also,
the focus is slowly shifting towards other ways of communicating such as Internet, Direct marketing,
Public Relations, Product Placements, etc.
This course focuses on planning and decision making issues with regard to traditional communication tools
such as advertising and sales promotions along with managing emerging communication tools.
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Objectives and scope
To develop an understanding of role of various marketing communication tools in brand management
and appreciate the concept of IMC.
To understand decision variables and conceptual frameworks involved in managing advertising and
other marketing communications tools.
To examine role of advertising/ external communication agency and processes of their selection and
review to organize and implement communication plans and decisions.
Pedagogy & Special Instructions (if any)
Primary learning method for the course would be case analysis and discussions
Cases would be made available in a course pack in advance before the course begins or individually
before the respective classes. Students must read the cases and text book chapters as pre class
preparation. Students are required to submit their case analysis/ answers to assignment questions
(in groups) electronically before the each case class.
Project guideline would be provided separately.
Session Plan
Session
1-2
3-4
5-6
7-8
9-10
11-12
13-14
15-16
17-18
19-20
21-22
23-24
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Topics
Readings
IMC – Concept, Function and Tools
Advertising Management: Role of Research in
Advertising, Advertising Planning Framework
Advertising Campaign Development Process:
Message Strategy Creative Brief, Executions and
Evaluating Creative
Media Planning & Strategy
Media Planning & Strategy
Interactive marketing and Web advertising
Sales Promotion Management:
Sales Promotions Planning
Direct Marketing Management
Planning a DM campaign
Public Relations Management
Planning a PR campaign
Social Media & Influencer Marketing
Simulation
Interaction with Practitioner
Cases
BBP Ch. 1,2
BBP Ch. 5,6
Gillette: Dry Idea (A)
BBP Ch.
3,7,8,9,19
Gillette: Dry Idea (B)
To Be distributed Later
BBP Ch. 11,12
BBP Ch. 10
BBP Ch. 15
BBP Ch. 16
Benecol Spread
Air France
Giant Consumer Products
BBP Ch. 14
Impex Kitchen Appliances
BBP Ch. 17
Ch. 15
Pepsi-Lipton Brisk
BBP Ch. 20
Text Book
Advertising and Promotion: An Integrated Marketing Communications Perspective, George Belch, Michael
Belch, Keyoor Purani, McGrawHill Education, 12th Edition (Special Indian Edition).
Additional Readings
Duncan, Tom; “Advertising & IMC”, Tata McGrawhill, New Delhi
Would be made available from time to time on course management system/ virtual classroom
Evaluation Scheme
Component
Class Participation (Individual)
Case Assignments (Group)
Weightage (%)
15
10
Quizzes
20
End Term Exam (Individual)
40
Project (Group)
15
Evaluation Emphasis
Commitment to the course,
Ability to analyze the
information take decisions and
communicate
Knowledge of concepts,
vocabulary, frameworks & tools
Application of concepts to solve
managerial problems
Source information, Analyze and
develop integrated plans, Team
work