INTEGRATED
MARKETING
COMMUNICATIONS
MK - 673
School of Business and Economics
Resource Person
Program
Prerequisite for the course
Credit Hours
Semester
Class Timings
Manqoosh ur Rehman
MBA
All Marketing Core Courses
03
Spring 2014
Thursday 6:30 to 9:30
Monday
Tuesday
Thursday
Counselling Hours
12:00 pm to 02:30 pm
12:00 pm to 02:30 pm
03:00 pm to 06:00 pm
Telephone #
111-300-200 Ext. 3393
0302-4556733
E-mail
manqoosh.rehman@umt.edu.pk
INTRODUCTION
Branding is the key advantage of contemporary marketing. Developing and maintaining strong,
profitable brands is the prime objective of all marketing initiatives. While all marketing activities
contribute to the development of strong brands, IMC activities make the largest contribution.
Towards the end of 20th century, it became clear that the traditional marketing approaches used
for the development of brand equity were not working effectively. Advertising through the
traditional mass media was no longer effective due to media fragmentation, changing media
habits and lack of consumer confidence. A new communication approach, called IMC, was
therefore developed to manage brands in the new brand communication landscape. The premise
of IMC is that everything a company does, and things it does not do contribute to the
development of brand image. Much of IMC is still about advertising but it goes much deeper and
is much wider in scope. It takes advantage of traditional and new communication media and
leverages their strengths. It also looks at new innovative ways for companies to communicate
about their brand, in an integrated fashion.
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The course takes a purely practical approach. It makes use of various case studies; hands on
assignments and contemporary literature to develop students’ understanding about how the IMC
activities are planned, implemented, and integrated in reality.
LEARNING OBJECTIVES
The course has been designed for those students who want to make careers in marketing, brand
management or marketing communications. The key emphasis is on understanding the role of
marketing communication in developing strong brands and meeting the firm's strategic
marketing objectives.
Upon successful completion of this course, students should be able to:
1. Develop analytical, problem solving, planning, communication, interpersonal and creative
skills.
2. Have a sound understanding of contemporary marketing communication theories and tools
and know their practical applications.
3. Design and carryout research studies to solve communication problems.
4. Prepare and execute integrated marketing communication plans.
5. Produce integrated marketing communication campaigns.
6. Develop a marketing communications budget and allocate resources within this budget.
7. Evaluate the effectiveness of communication campaigns.
LEARNING METHODOLOGY
This course will be largely delivered through the case method. The case method is a teaching
approach that consists in presenting the students with cases i.e., real life problems and putting
them in the role of decision makers facing those problems. This is a participant centered teaching
methodology in which students take a lead role in their own and each other’s learning. The
students actively discuss the problems in the class and try to identify the causes and solutions to
the problems. The teacher acts as a moderator to channel and guide the discussion.
The case studies and their related material will be available on Moodle. Details of the case
studies and the related literature are given in the “Calendar of Activities”. Participants are
expected to read and comprehend the material, prepare the case study and discuss it in small
study groups before coming to the class. Participants are expected to not only attend all classes
but also fully participate in CASE discussions in a meaningful and productive manner.
Plagiarism is severely punished as per university policy. Participants are advised to refrain from
copying or claiming credit for anything which is not their own. The same applies to internet
downloads. All sources of data or text must be acknowledged properly.
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MK-673
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GRADING SYSTEM
Quizzes
Assignments
Case Presentations
Class Participation
Mid Term Exam
Project
Total Sessional Evaluation
Final Exam
Total
10 %
10 %
10 %
05 %
15 %
15 %
65 %
35 %
100 %
RECOMMENDED TEXT BOOK
1. Kenneth E. Clow, Donald Baack, “Integrated Advertising, Promotion and Marketing
Communications’, 4th Edition, 2010, Pearson, India. (ISBN: 978-81-317-0996-2)
REFERENCE BOOKS
1. William Wells, Sandra Moriarty, John Burnett, “Advertising Principles & Practice”,
7th Edition, 2008, Prentice-Hall, India. (ISBN: 81-317-1414-4).
2. Terence A. Shimp, “Advertising, Promotion and Other Aspects of Integrated
Marketing Communications”, 2010, South-Western Cengage Learning (ISBN: 13: 9780-324-59360-0)
3. George Belch, Michael Belch, “Advertising and Promotion: An Integrated Marketing
Communications Perspective”, 8th Edition, 2009, McGraw Hills. (ISBN: 0073381098)
4. Graham Hughes, Chris Fill, “Marketing Communications: 2006-7”, 1st Edition, 2006,
Chartered Institute of Marketing (ISBN–13: 978-0-7506-8010-3)
REFERENCE MAGAZINES
1. Harvard Business Review
2. Aurora
3. Synergyzer
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CALENDAR OF ACTIVITIES
Week
1
2
3
4
5
6
8
9
10
11
12
Topic
Case
Overview
of
Integrated Marketing
Communications
IMC Role in Building - Dove the Evolution of A
Brands
Brand (HBS)
Data
Driven -Saxonvile Sausage
Communication/IMC Company (HBS)
Research
IMC Planning
- Microsoft Office 2007
Launch Campaign (Kellogg
School)
Strategic
IMC - Tanishq: Positioning to
Decisions:
Capture Indian Woman’s
Segmentation,
Heart (HBS)
Targeting
&
Positioning
Message
Strategy - Capital One: Launching A
(What to Say?)
Mass Media Campaign
Creative
Strategy - Philips: Sense & Simplicity
(How to Say it?)
(Thunder Bird)
Message Execution/ - The Power of Persuasion:
Design & Production
An Exercise in Creating
Persuasive
Advertising
(IVEY)
Media Strategy
- Benecol Spread and Media
Planning (Darden)
Social & Interactive Obama’s
Integrated
Media
Marketing Communication
Strategy (ICMR)
Sales Promotion
- Boots Hair Care Promotion
(IVEY)
13
Personal Selling
- Eureka Forbes: Managing
the Selling Effort (HBS)
14
Database Marketing & - Cineplex Entertainment:
CRM
The
Loyalty
Program
(IVEY)
15
Measuring
Effectiveness
Reading
- Chapter 1: Terence A. Shimp
- Integrated Marketing Communications
(HBS)
- Chapter 2: Terence A. Shimp
- Integrated Brand Communications
(Interbrand)
- Chapter 6: Wells, Moriarity & Burnett
- Chapter 7: Wells, Moriarity & Burnett
- Hand Out
- Chapter 4 & 5: Terence A. Shimp
- Segmentation, Targeting & Positioning
(HBS)
- Chapter12: Wells, Moriarity & Burnett
- Chapter 8: Terence A. Shimp
- Chapter 14: Wells, Moriarity & Burnett
- Chapter 8: Clow & Baack
- Chapter 11: Terence A. Shimp
- Perfect Message at the Perfect Moment
- How Media Choices are Changing Online
Advertising (HBS)
- Social Media (HBS)
- A Strategic Perspective on Sales
Promotion (MIT)
- Chapter 15: Terence A. Shimp
- Personal Selling and Sales Management
(HBS)
- Selling as a Systematic Process (HBS)
- CRM Done Right (HBR)
- Why CRM Fails – and How to Fix It
(MIT)
IMC - Marry Kay Cosmetics Inc.: - Tagushi Method: Measuring Advertising
Marketing Communications
Effectiveness
- Chapter 15: Clow & Baack
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