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Integrated Marketing Communication Exam Guide

The document outlines the examination structure for the Integrated Marketing Communication course (MBT651-1) for MBA students. It includes instructions for candidates, a list of questions covering topics such as packaging, marketing communication objectives, message source credibility, selling strategies, media scheduling, and ethics in advertising. Each question is assigned specific marks and learning outcomes, with examples encouraged for illustration.

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Mrunal Sunil Chaudhari
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14 views1 page

Integrated Marketing Communication Exam Guide

The document outlines the examination structure for the Integrated Marketing Communication course (MBT651-1) for MBA students. It includes instructions for candidates, a list of questions covering topics such as packaging, marketing communication objectives, message source credibility, selling strategies, media scheduling, and ethics in advertising. Each question is assigned specific marks and learning outcomes, with examples encouraged for illustration.

Uploaded by

Mrunal Sunil Chaudhari
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Course Code: MBT651-1

Fourth Semester Master of Business Administration Examination


INTEGRATED MARKETING COMMUNICATION
Time: 2 Hours] [Max. Marks: 40
Instructions to Candidates:
1. All questions carry marks as indicated.
2. Due credit will be given to neatness
3. Illustrate your answers with suitable examples wherever necessary
Question Description of Question Marks CO EO

1 ‘Packaging is an important element of marketing 07 CO1 EO2


communication’ justify with suitable example(s).

2 Discuss the various objectives of marketing communication. 07 CO2 EO2


-OR-
3 Discuss in brief the IMC planning process. 07 CO2 EO2

4 What are the factors that determine message source 07 CO3 EO2
credibility? Discuss in brief. Illustrate with suitable example(s).
-OR-
5 What are the various channel factors in marketing 07 CO3 EO2
communication? Discuss in brief. Illustrate with suitable
example(s).

6 Discuss the ‘Selling Strategies’ that can be adopted in 07 CO4 EO2


marketing communication. Illustrate with suitable example(s).

7 What are the media scheduling strategies that can be adopted? 06 CO5 EO3
Suggest products/ brands for which each of the strategy is
suitable.

8 Write note on (Any one) 06 CO6 EO1


a. Measuring effectiveness of print media.
b. Ethics in advertising.

Name and Sign of the Paper Setter: Dr. A. Agashe


Name and Sign of the Moderator: Dr. R. Pais
Sign of HoD: Dr. C. Vichoray

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