| Course Name | Integrated Marketing Communication |
| Course Code | 24VMC248 |
| Program | B.Sc. (Honours) in Visual Media and Communication |
| Credits | 3 |
| Campus | Kochi |
Introduction to Integrated Marketing Communications.
Definition of IMC – Evolution of IMC – Key Features – Types – Evolution of marketing communications The marketing communications mix (advertising, public relations, direct marketing, sales promotion, etc.)
– Situational analysis (SWOT, PEST, etc.) – Defining target audiences and market segmentation – Setting marketing communication objectives – Developing an IMC plan and budget.
Legal, Ethical, and Regulatory Considerations
Advertising and marketing regulations – Privacy and data protection laws – Intellectual property rights and copyrights – Ethical issues in marketing communications
Digital Marketing and Social Media
Search engine optimization (SEO) and search engine marketing (SEM) – Content marketing and blogging – Social media marketing (organic and paid) – Email marketing and marketing automation – Setting Key Performance Indicators (KPIs) – Web analytics and social media metrics – Return on Investment (ROI) and marketing attribution – A/B testing and campaign optimization
Direct Marketing, Sales Promotion and Customer Relationship Management
Database marketing and customer segmentation – Direct mail and catalogs – Telemarketing and call center operations – Loyalty programs and customer retention strategies – Coupons, contests, and sweepstakes – Sampling and product demonstrations – Sponsorships and event marketing – Guerilla marketing and ambient media
Advertising, PR and Media Strategy
Types of advertising (traditional, digital, experiential, etc.) – Media planning and buying – Creative strategy and execution – Measuring advertising effectiveness – PR strategies and tactics – Crisis communications and reputation management – Corporate social responsibility and cause marketing – Influencer marketing and brand ambassadors, understanding marketing campaigns
Objective:
The Integrated Marketing Communications (IMC) course provides students with a holistic understanding of strategies and techniques to create and deliver cohesive, impactful marketing messages across multiple channels and touchpoints. This course will equip students with knowledge and skills to develop and implement integrated marketing communications plans aligned with organizational goals and resonating with diverse consumer segments. Through theoretical frameworks and practical applications, students shall explore the synergistic roles of advertising, public relations, digital marketing, sales promotion, direct marketing, and other marketing communication tools.
Course Outcome (CO):
CO1 Understanding Basics of IMC.
CO2 To understand that advertising and marketing practices adhere to legal, ethical, and regulatory standards regarding privacy, data protection, intellectual property rights, copyrights, and ethical principles in communication strategies.
CO3 Equip students with the knowledge and skills necessary to effectively leverage various digital marketing strategies, tools, and metrics to optimize online visibility, engagement, and ROI for businesses. C04 Understand direct marketing tools and techniques and various issues of media planning.
CO5 Collaborate effectively with cross-functional teams, agencies, and stakeholders to ensure seamless integration and execution of marketing communications strategies.
CO6 Stay current with emerging trends, best practices, and ethical considerations in the rapidly evolving field of marketing communications.
CO-PO Mapping:
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PO1 |
PO2 |
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PO4 |
PO5 |
PO6 |
PO7 |
PO8 |
PO9 |
PO10 |
PO11 |
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PO13 |
PO14 |
PO15 |
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CO1 |
2 |
1 |
3 |
3 |
0 |
0 |
3 |
0 |
0 |
3 |
3 |
2 |
3 |
0 |
0 |
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CO2 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
0 |
3 |
3 |
2 |
3 |
2 |
3 |
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CO3 |
3 |
2 |
3 |
3 |
3 |
2 |
3 |
3 |
0 |
3 |
3 |
3 |
3 |
0 |
3 |
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CO4 |
3 |
3 |
3 |
3 |
2 |
2 |
3 |
2 |
2 |
3 |
3 |
3 |
3 |
0 |
0 |
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CO5 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
1 |
3 |
3 |
3 |
3 |
2 |
3 |
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CO6 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
1 |
3 |
3 |
3 |
3 |
2 |
3 |
Suggested References:
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