Post-Graduate Diploma in Management

(PGDM)- 2020-22

Area: Marketing
Course Title: Integrated Marketing Communication

Course Faculty
Prakash Dharmarajan
Preeti Nayal
Subhalakshmi Bezbaruah
Tapas Ranjan Moharana

Student Meeting Hour: Between 4.00 pm to 5.30 pm on class days 

 
 Course Description

In this era of fierce marketing competition, every company needs to promote its brands and
products offered. A brand is positioned in the target customer’s mind through communication.
Customer receives the communication cues sent by the company, processes the cues and form an
image of the company. Customer perceives some values in any company offerings and the
perception is created after processing the communication cues related to product and brand
attributes. There can be various types of communication cues or stimuli designed and
communicated by the marketer. There are different communication channels or media vehicles
available from which the marketer needs to choose. Appropriate media vehicles need to be chosen,
so that the communication cost is optimized. There are many intermediate organizations or
communication agencies that help the companies in designing the communication content, and
contacting appropriate media. Thus, marketing communication as a sub-system or department
within the marketing system of an organization becomes a complicated unit which needs to be
managed effectively by the marketing communication managers. This course intends to enlighten
the students regarding the management of complicated marketing communication activities.

Learning Objectives:

At the end of the course, the student is expected to…

1. Understand the roles of communication department, their coordination with other functions
within the marketing department.
2. Understand the challenges and processes of running a communication department in an
organization.
3. Understand the roles played by different components of integrated marketing communication.
4. Understand how to design (a) integrated marketing communication plan (b) effective marketing
campaigns for an organization’s various goods and/or services subject to budget constraints.
5. Gain understanding of different media options and how they are evaluated for effectiveness
6. Apply the theory and concepts learned in development of integrated marketing communication
plans

Pedagogy:

The pedagogy will be a combination of class lectures, case discussions, experience sharing, real
life examples, project work and analysis. Total 20 sessions of 1 hour 30 minutes each would be
conducted. Concepts will be explained using cases, examples, videos, mathematics - wherever
applicable, so that students from any background can comprehend the concepts easily.

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 Course Requirements:

1. Thorough reading of the prescribed cases before the class and address the issues/ questions
pertaining to the case.
2. You may require to submit a case summary (MS word/PPT) of each case as per the deadline
fixed by the instructor.
3. Identify the problems in understanding the concepts before the start of each session.
4. Apply the class learning to the project on a continuous basis and be prepared for presentations
in class.
5. Ask questions so that the sessions are interactive, leading to better learning.
6. Class participation will be based on the value you add to the class through your questions,
statement, and comments. It may also be evaluated through class assignments submitted and
quizzes conducted during the classroom sessions.

Recommended Text Book

Advertising and Promotion: An Integrated Marketing Communications Perspective (Ed. 9),
authored by George Belch, Michael Belch, and Keyoor Purani (Hence after referred as BBP)

Evaluation

Components Assessment Weightage

Participation in class, case Individual

20%
preparation and discussions (Ongoing)
Assignment(s) Group Work 10%

Project Report/Presentation Group Work 30%

Individual
End term exam 40%
(End of the term)
TOTAL 100%

 
 
 
 

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Course Outline: Session /Reading Material

Each module has a structure that will be followed right through the course. Text and cases
specified for the relevant sessions should be read before each class. For case sessions, it is
mandatory to come prepared to class after reading, discussing within your respective groups and
analyzing the cases based on the guidelines for preparation. You may require to submit a case
summary (MS word/PPT) of each case as per the deadline fixed by the instructor.

Please Note:
T: Topic of discussion
C: Case to be pre-read and discussed during the session
PR: Pre-read(s) for the session
SR: Supplementary read(s) for the session
GP: Guidelines for preparation of case discussion

Module 1: Introduction
In class
Session Theme of the session
activity
T: Introduction: Understanding the Context

1 PR: Chapter 3 - Organizing for Advertising and Promotion: The Role of Concept
Discussion
Ad Agencies and Other Marketing Communication Organizations (BBP)

Module 2: Segmentation, Targeting and Positioning in Communication Strategy

In class
Session Theme of the session
activity
T: Segmentation, Targeting, Positioning and Communication
Strategy
C: Evolution of Fortune Brand Communications of Adani Wilmar Concept and
Case
2 GP: 1. Evaluate segmentation & positioning strategy for Fortune brand. Discussion
2. Evaluate the present ad campaigns of Fortune and competitors.
3. Propose a design for future campaign.
PR: Chapter 2 - The role of IMC in the Marketing Process (BBP)

Due before session number 3: Groups along with Members’ Names and Project’s Brand

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Module 3: Goal Settings and Communication Strategy
In class
Session Theme of the session
activity
T: Goal Settings and Budgeting
C: Northwestern Mutual Life Insurance Company (A) Concept and
GP: Questions given at the end of the case Case
3
Discussion
PR: Chapter 7- Establishing objectives and budgeting for the
promotional program (BBP)

Module 4: Managing Creative Strategy

In class
Session Theme of the session
activity
T: Creative Strategy Concept
4-5 PR: Chapter 8- Creative Strategy: Planning and Development (BBP) discussion by
Guest
PR: Chapter 9- Creative Strategy: Implementation and Evaluation (BBP Faculty
T: Implementing Celebrity Endorsements in Advertising

6 PR: “Celebrity Endorsement: A Literature Review” by B. Zafar Erdogan, Concept

Discussion
Journal of Marketing Management (1999)

Due before session number 6: Agency Brief

Module 5: Decision about Media Options

In class
Session Theme of the session
activity
T: Choosing Media Option
PR: Chapter 10 – Media Planning and Strategy (BBP) Concept
7
Discussion
SR: Media Planning for Pfeifer’s Fine Olive Oil

In class
Session Theme of the session
activity
T: Decision making for creative and media strategy
C: Pepsi Lipton Brisk
GP: 1. Analyse the pros and cons of options before Mary Barnard and
Marisol Tamaro.
Concept and
8
2. How should Mary Barnard and Marisol Tamaro go about making a Case
Discussion
decision about media option?
3. How should Mary Barnard and Marisol Tamaro make a decision
about creative for Brisk campaign?

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Module 6: Planning and Implementing Sales Promotions
In class
Session Theme of the session
activity
T: Sales Promotions for Products
C: Britannia Khao, World Cup Jao
GP: 1. Understand and evaluate the promotion and its implementation.
2. Suggest suitable changes in the programme and its implementation
Concept and
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and justify. Case
Discussion
PR: Influences on Sales Promotion Design from ‘Sales Promotion
Management’ by John A. Quelch
SR: Chapter 16 - Sales Promotion (BBP)
T: Sales Promotions for Services
C: Spice Jet Big Sale Offer – Adding Spice to Air Travel
GP: 1. Was Neil Mills correct in initiating Big Sale offer?
2. Do you think that emphasis on PLF is justified? Concept and
10 Case
3. Suggest ways to improve the implementation of Big Sale Offer.
Discussion
PR: “Consumer Promotions in Service Marketing” by Christopher H.
Lovelock and John A. Quelch, Business Horizons (1983)
SR: Chapter 16 - Sales Promotion (BBP)
T: Planning, Implementation, and Control of Trade Promotions
C: Safewithme Inc: Trade Promotions in Rural Markets
GP: 1. How would you evaluate the two types of trade promotion
Concept and
11 schemes? Suggest the financial and non-financial basis of evaluation. Case
2. In your assessment, what option should be selected by Mr. Jain? Discussion

PR: “It’s Time to Make Trade Promotions More Productive” by John A.

Quelch, Harvard Business Review (1983)

Module 7: Sponsorships and Event Marketing

In class
Session Theme of the session
activity
T: Sponsorships and Event Marketing
C: MasterCard International: World Championship Soccer Sponsorship
Concept and
12 GP: 1. Evaluate the effectiveness of MasterCard Sponsorship as Case
strategic decision making decision, given MasterCard's distinctive Discussion

business model.

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 2. Should MasterCard renew the sponsorship for 1999-2002 package?
Justify your choice.

Module 8: Public Relations

In class
Session Theme of the session
activity
T: Public Relations
C: Untended Acceleration: Toyota’s Recall Crisis
GP: 1. Analyze the factors that led the acceleration problem develop
Concept and
13 into a reputational crisis for Toyota? Case
2. Evaluate Toyota’s crisis response strategy. Discussion

3. How did media influence the crisis management at Toyota?

PR: Chapter 16 - Public Relations (BBP)

Module 9: Marketing Communication Effectiveness

In class
Session Theme of the session
activity
T: Evaluating Communication Effectiveness Concept
PR: Chapter 18 - Measuring the Effectiveness of the Promotional discussion by
14-15
Guest
Program (BBP) Faculty

Module 10: Digital Marketing Communication

In class
Session Theme of the session
activity
T: Introduction to Online Advertising
C: Rocket Fuel: Measuring the Effectiveness of Online Advertising
GP: 1. Analyze the effectiveness of online advertising campaign for
Rocket Fuel.
2. What can be the KPIs for measuring the effectiveness of an online
campaign? Concept and
16 Case
3. Evaluate the profitability of the campaign.
Discussion
PR: 1. Paid Search Advertising
2. Search Engine Optimization: Note for Marketing Managers’ by
Michael A. Stanko
3. Read ‘How Google Search Works’ on
[Link]/search/howsearchworks

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 T: Social Media and Content Marketing
C: Coca-Cola on Facebook
GP: 1. What should Coca-Cola do with fan-created Facebook page?
Concept and
17 2. What all should Coca-Cola aim to accomplish with fan-created Case
Facebook page? Discussion

PR: 1. Adding Social Media to the Marketing Mix

2. The Power of Consumer Stories in Digital Marketing

Module 11: Integrating the tools in IMC and concluding the course
In class
Session Theme of the session
activity
T: Integrating the Tools
C: Cunard Line Ltd.- Managing Integrated Marketing Communications
GP: 1. Analyze and recommend suitable communication objective for
Cunard. Concept
18 and Case
2. Analyze and recommend strategic (image building) communication
Discussion
programs.
3. Analyze and recommend tactical (enhancing occupancy for individual
ships) communication programs.
Concept
Discussion
19-20 Course wrap up & group presentations and
Presentatio
ns

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List of Cases for Class Discussion
1. Evolution of Fortune Brand Communications of Adani Wilmar
2. Northwestern Mutual Life Insurance Company (A)
3. Pepsi Lipton Brisk
4. Britannia Khao, World Cup Jao
5. Spice Jet Big Sale Offer – Adding Spice to Air Travel
6. Safewithme Inc: Trade Promotions in Rural Markets
7. MasterCard International: World Championship Soccer Sponsorship
8. Untended Acceleration: Toyota’s Recall Crisis
9. Rocket Fuel: Measuring the Effectiveness of Online Advertising
10. Coca-Cola on Facebook
11. Cunard Line Ltd.- Managing Integrated Marketing Communications

List of Recommended Readings (In addition to the recommended Text Book)

1. “Celebrity Endorsement: A Literature Review” by B. Zafar Erdogan, Journal of Marketing
Management (1999)
2. ‘Media Planning for Pfeifer’s Fine Olive Oil’ by Paul W. Harris and Phillip E Pfeifer.
3. Influences on Sales Promotion Design from ‘Sales Promotion Management’ by John A. Quelch.
4. ‘Consumer Promotions in Service Marketing’ by Christopher H. Lovelock and John A. Quelch,
Business Horizons (1983)
5. “It’s Time to Make Trade Promotions More Productive” by John A. Quelch, Harvard Business
Review (1983)
6. ‘Paid Search Advertising’ by Shea Gibbs and Rajkumar Venkatesan.
7. ‘Search Engine Optimization: Note for Marketing Managers’ by Michael A Stanko
8. Read ‘How Google Search Works’ on the following microsite
[Link]/search/howsearchworks/
9. ‘Adding Social Media to the Marketing Mix’ by Guillermo Armelini and Julian Villanueva
10. ‘The Power of Consumer Stories in Digital Marketing’ by R R Gosline, Jeffrey Lee, and Glen Urban,
Sloan Management Review (2017)

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