Spring 2023- Integrated Marketing Communication (IMC)-MKT 464
IBA KARACHI
Program UG
Dept Offering Marketing
Class ERP No 70505
Instructor: Salman Mir
Class details
Class Timing and Room Main Campus
Session Day(s) Friday only (10 am-12:45)
Credit Hours: 3 Credit Hours
salmanmir@[Link]
Email
Contact # 0334 4085657 (whats app only)
Course Description
The American Association of Advertising Agencies defines IMC as “a comprehensive plan that evaluates
the strategic roles of a variety of communication disciplines and combines these disciplines to provide
clarity, consistency and maximum communication impact.”
Communication matters and matters immensely when it comes to the discipline of Marketing as it has
strong linkage with gaining customer mindshare and eventually market share.
Effectively reaching today’s hyper connected consumer, who is increasingly becoming skeptical and
has power to zip and zap message is daunting task for marketers and communication agencies. In this
context, this course aims to impart contemporaryandintegratedapproach to marketing
communication that is built on deep consumer understanding and role of brand in the life of
consumer.
This course aim to develop a media neutral mindset to communication, which appreciates and
leverages various yet relevant ways to frame and communicate the marketing message. It looks at
integration from a wider lens, rather than just media touch points, to help develop a mindset and
approach to connect coherently with target customer and win in market place.
Course also addresses supply side marketing/advertising divide and highlights and addresses client
agency relationship challenges.
Program Learning Goals
1. Communication Skills
Students will become effective speakers, listeners, writers and team members
2. Knowledge of All Business Disciplines
Students will gain a broad based understanding of a range of business disciplines
3. Critical Thinking
Students will develop the ability to classify, analyze and evaluate the available data using appropriate techniques
for effective decision making.
4. Ethics
Students will have an awareness and understanding of ethical issues.
5. Glocal Mindset
Students will develop a focus on global connections with local contexts through awareness of diversity across
cultures and markets.
Course Learning Outcomes (CLOs)
Develop a mindset which is able to think beyond obvious media choices
(mapped to PLO 502)
Understand the traditional and non- traditional IMC Tools and their usage
(mapped to PLO 501)
Ability to drive integrated communication solution through the organization/agency
(mapped to PLO 502)
Measure the effectiveness of communication campaign
(mapped to PLO 502)
AOL Assessment Mapping
Teaching and Learning Methodology
Course will be conducted in a highly interactive manner. Students are expected to read on their own
before the class. They must go to the internet and explore concepts. They must also participate in
class and appear attentive and interested. Course will be conducted using various tools including the
reading materials, exercises, practical examples, lectures and limited case studies. Group tasks will
be done in groups of 4 unless otherwise agreed. Guest speakers will be arranged to talk from
practitioners’ perspective.
- Lectures/Slides - Guest speaker sessions
1
- Case discussion - Readings
- Ads/Videos and discussion - Presentations
- Experiential Learning Assignments - Exams/Self-Study
Course Learning Outcomes Mapped to Program Learning Outcomes
Communicati Knowledge of
Critical
on All Business Ethics Global Mindset
Learning Goals
Skills
Skills Areas
Learning
Outcomes
1 X
2 X
3 X
4 X
Mapping to
Chapters/Reading Course
Session Topic
Learning
Outcomes
Week 1 Introduction
Chapter 1: Understand the course structure and subject
An Overview of Integrated requirements
Marketing Communication Marketing Environment
CLO 1 and 4
(IMC) IMC- A Historical Perspective
Task: Project Discussion
Week 2
Chapter 1: IMC as Planning Discipline
An Overview of Integrated IMC as a mindset
Marketing Communication Brand Team vs Agencies
(IMC)
Week 3 Marketing communication (MARCOM)
Lecture Topic: Media Neutral planning
Agencies and IMC planning Client serving, servicing, consulting
Agencies of Future
Mindshare vs Market share
2
Week 4
Article
Unlocking the Power of Marcom Brand perspective
Integrated Marketing
Communications: How Suntop Brand Communication
Integrated is Your IMC
program
Kevin Keller, Journal of
Supplementary Reading
Article:
What the Marketing Agency
of the Future will do
Differently
HBR, Mitch Joel, March 2013
Week 5
Chapter 2 Brand Strategy
Brand Management Brand Key
Case Study Opportunities & Challenges for Brands in
Glossier: Co Creating a Cult context of IMC
Brand with a Digital
Community, HBR, Dec 2019
Campaign N Focus:
Commander Safeguard
Week 6 Putting customer at heart of IMC approach
Chapter 3 Small Data vs. Big Data
Buyer Behavior Role of Insight
Article:
What we Know about
Consumer Decision Making,
WARC, Dec 2020
Where Brands are Reaching
Gen Z, HBR, March 2021
Finding the Right Job for
Your Product, MIT Sloan,
2007, Christensen Clayton
3
Supplementary Reading
Campaign N Focus
KFC Arabia: Shift K+F+C,
WARC 2021, RiffatFakih
Week 7 (Post MT)
Curiosity and Creativity
Chapter 8 Storytelling
Message Processing and Persuasion in Marketing
Development, Chapter 8 and
9 (Larry Percy)
Harnessing the Science of
Persuasion, HBR,Cialdini, R.
B. 2001
Supplementary Reading
Campaign N Focus:
Astra Zeneca : NEB
Adventures, WARC,
TahabRais, 2021
Week 8 Creativity
Why it is not enough to be Creative
The Creative Effectiveness Linking IMC with real market results
Ladder – WARC/Cannes Guest Speaker
New lessons from Binet and
Field WARC
- Media in Focus: Marketing
effectiveness in the digital
era, Les Binet and Peter Field,
WARC
Campaign N Focus:
Case Study: FruitShoot: Fruit
Shoot for the Moon, WARC
2020
Week 9 Elements of IMC
Case Study
Case: HBL: Sponsoring
Pakistan Super League by
4
Moeen Butt, EhsanulHaque,
HBR
Campaign N Focus: Novartis:
Keep It Pumping, WARC
2019
Week 10
Chapter 8,9, 10 Digital and Alternative Marketing
Case Study
BuzzFeed - What Future for
Native Advertising and
Branded Content? HBR, Sept
2018
Week 11 Elements of IMC
Chapter 11, 12, 13
Article:
Navigating the New Era of
Influencer Marketing,
Berkeley Haas, 2020
Week 12 Presentation of Home Assignment
Article:
How Red Bull uses events
and content to create brand
love,Stephen Whiteside,
Sept 2014, WARC
What We Know about Point
of Purchase and In Store
Marketing, WARC May 2021
Week 13 CLO 2 and 3 IMC- New Frontiers
How WeChat can help
5
international brands to grow Media, Content, Technology
in China, Alex Branded Content
Brownsell, Dec 2019, Metaverse
WARC Beyond Facebook – World of Snap Chat, TikTok
What we Know About Chat Guest Speaker
Bots, WARC, May 2021
Week 14 Presentation
Text Book and Pre Course Reading Material, Important Dates.
Prescribed Text:
Integrated Advertising, Promotion, and Marketing Communications, Kenneth Clow, Donald Black
Integrated Marketing Communication, Larry Percy
Reference Books
- Excellence in Advertising: The IPA Guide to Best Practice by Butterfield, Leslie (1999)
- End of Marketing As we Know it, by Sergio Zyman
Reference Websites
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Prerequisite Skills and Knowledge to take this Course
Essential to have completed basic marketing courses, in particular Principles of Marketing
Assignments and Quizzes: DEADLINES AND DUE DATES:
6
Assessment Due Date Remarks
Ongoing Active participation in the class
Class Participation
Assigned Date Assigned Topic
Assignment
Before Finals Submission and Presentation
Project (Group)
Mid-term Exam Week Focus on chapters and concepts discussed
Mid Term Paper
Final Exam Week Towards the end of the semester
Final Paper
Marks Distribution
Marks Traits
Total Total Marks Course Learning
Marks Head Total Frequency /Frequenc
Exempted /Head Outcomes
y
Class participation Ongoing 0 5 5% CLO 4
Quizzes 3 1 10 10% CLO 1-2
Home Assignment 1 0 10 10% CLO 1-2
Project (Group) 1 0 20 20% CLO 1-4
Mid Term Paper 1 0 20 20% CLO 2-3
Final Paper 1 0 35 35% CLO 2-3
Total Marks 100
Project and Assignments
Project
This is a group exercise.
Select one of the Brands (these brands are just for reference, you may select or find alternate)
1. TV Channel: GEO Sports, Masala TV
2. Restaurant :Chachajee , Student Biryani/Greeno / Mirchili
3. Mobile App: Krave/ Bogo/Golooto
4. Corporate :Hamdard
5. Drinks :Pakola/DayFresh
6. Appliances: GREE / Dawlance
7. Retail : J. /Khaddi
8. Welfare :Edhi /AlamgirWelare/Edhi Center/SIUT/Indus Hospital/TCF/Orange Tree
7
9. Kids :Cocomo
10. Bank :HBL /ABL
11. Mart :Naheed Mart/SPAR
12. ConsumerDurable:Molty Foam
13. Frozen Food: K&N/Sabroso
14. Packaged Food:Shaan/National Food
15. Dry Cleaner: Snow White / Mercury
As group you have to evaluate communication of selected Brand and make a critique using IMC
concepts / learning. Also provide recommended IMC plan. The selected brand will be used to engage
students frequently during class to make a bridge between theory and practice.
This exercise is designed to make you reflect upon the integration of communication and media
platforms and to help you improve your ability to make structured, concise and well-argued evaluations
of marketing communication. It is mandatory to meet Agency and Client representatives as part of this
project.
Home Assignment
Select a local influencer and evaluate in detail its available communication.
a) Make recommendations on how he / she can grow its presence (not limited to Social Media)
b) Make recommendation on how the Influencer can grow his/her fan base, including
Monetization strategy
Class participation
Students must be well prepared on assigned reading material. Being vocal and having an appetite to
learn is key to succeed in this course.
Comments and/or Suggestions
Counseling hours are pre allocated on class day. Prefer meeting request ahead of class by
email.
Technology Requirements
Internet
8
Academic Conduct
Attendance Policy
As per IBA policy
Plagiarism Policy
As per IBA policy
Withdrawal Policy
As per IBA policy