Integrated Marketing Communication

Introduction to Integrated Marketing Communication
• Meaning, Features of IMC, Evolution of IMC, Reasons for Growth of IMC.
• Promotional Tools for IMC, IMC planning process, Role of IMC in Marketing
• Communication process, Traditional and alternative Response Hierarchy
Models
• Establishing objectives and Budgeting: Determining Promotional Objectives,
Sales vs Communication Objectives, DAGMAR, Problems in setting objectives,
setting objectives for the IMC Program.

Elements of IMC – I
• Advertising – Features, Role of Advertising in IMC, Advantages and
Disadvantages, Types of Advertising, Types of Media used for advertising.
• Sales promotion – Scope, role of Sales Promotion as IMC tool, Reasons for the
growth, Advantages and Disadvantages, Types of Sales Promotion, objectives
of consumer and trade promotion, strategies of consumer promotion and
trade promotion, sales promotion campaign, evaluation of Sales Promotion
campaign.

Elements of IMC – II
• Direct Marketing - Role of direct marketing in IMC, Objectives of Direct
Marketing, Components for Direct Marketing, Tools of Direct Marketing –
direct mail, catalogues, direct response media, internet, telemarketing,
alternative media evaluation of effectiveness of direct marketing
• Public Relations and Publicity – Introduction, Role of PR in IMC, Advantages
and Disadvantages, Types of PR, Tools of PR ,Managing PR – Planning,
implementation, evaluation and Research, Publicity, Sponsorship – definition,
Essentials of good sponsorship, event sponsorship, cause sponsorship
• Personal Selling – Features, Role of Personal Selling in IMC, advantages and
disadvantages of Personal Selling, Selling process, Importance of Personal
Selling

Evaluation & Ethics in Marketing Communication
• Evaluating an Integrated Marketing program – Evaluation process of IMC –
Message Evaluations, Advertising tracking research – copy testing – emotional
reaction test, cognitive Neuro science – online evaluation, Behavioural
Evaluation – sales and response rate, POPAI, Toll free numbers, QR codes and
facebook likes, response cards, Internet responses, redemption rate
Test Markets – competitive responses, scanner data, Purchase simulationtests
• Ethics and Marketing communication – stereotyping, targeting vulnerable
customers, offensive brand messages – legal issues – Commercial free speech,
misleading claims, puffery, fraud, questionable B2B practices
• Current Trends in IMC – Internet & IMC, Advertising on internet, PR through
Internet Banner, Sales promotion on Internet, direct marketing on internet.

Unit - 1 Introduction
• Introduction to Rural Market, Definition &Scope of Rural Marketing.
• Rural Market in India-Size & Scope, Rural development as a core area,
Efforts put for Rural development by government (A brief Overview).
• Emerging Profile of Rural Markets in India,
• Problems of rural market.
• Constraints in Rural Marketing and Strategies to overcome constraints
Unit - 2 Rural Market
• Rural Consumer Vs Urban Consumers– a comparison.
• Characteristics of Rural Consumers.
• Rural Market Environment:
a)Demographics– Population, Occupation Pattern, Literacy Level;
b)Economic Factors-Income Generation, Expenditure Pattern, Rural Demand
and Consumption Pattern, Rural Market Index; Land Use Pattern,
c)Rural Infrastructure -Rural Housing, Electrification, Roads
• Rural Consumer Behaviour: meaning, Factors affecting Rural Consumer
Behaviour-Social factors, Cultural factors, Technological factors, Lifestyle,
Personality.
Unit - 3 Rural Marketing Mix
• Relevance of Marketing mix for Rural market/Consumers.
• Product Strategies, Rural Product Categories-FMCGs, Consumer Durables,
Agriculture Goods &Services; Importance of Branding, Packaging and
Labelling.
• Nature of Competition in Rural Markets, the problem of Fake Brands
• Pricing Strategies & objectives
• Promotional Strategies. Segmentation, Targeting & Positioning for rural
market.

Unit - 4 Rural Marketing Strategies
• Distribution Strategies for Rural consumers.

Channels of Distribution- HAATS, Mandis, Public Distribution System, Co-
operative society, Distribution Models of FMCG, Companies HUL, ITC etc.

Distribution networks, Ideal distribution model for rural markets (Case study
based)
• Communication Strategy.
Challenges in Rural Communication, Developing Effective
Communication, Determining Communication Objectives, Designing the
Message, Selecting the Communication Channels. Creating Advertisements
for Rural Audiences.
Rural Media- Mass media, Non-Conventional Media, Personalized
media;

UNIT - 1 Production Management
Production Management
• Objectives, Components–Manufacturing systems: Intermittent and
Continuous Production Systems.
• Product Development, Classification and Product Design.
• Plant location &Plant layout– Objectives, Principles of good product
layout, types of layout.
• Importance of purchase management.
UNIT - 2 Materials Management
• Materials Management:
Concept, Objectives and importance of materials management
Various types of Material Handling Systems.
• Inventory Management:
Importance–Inventory Control Techniques ABC, VED, FSN, GOLF,
XYZ, SOS, HML.
EOQ: Assumptions limitations &advantages of Economic Order Quantity,
Simple numerical on EOQ , Lead Time, Reorder Level, Safety Stock.

UNIT - 3 Basics Of Productivity &TQM
• Basics Of Productivity &TQM:
Concepts of Productivity, modes of calculating productivity. Importance
Of Quality Management, factors affecting quality; TQM– concept and
importance, Cost of Quality, Philosophies and Approaches To Quality:
Edward Deming, J. Juran , Kaizen , P. Crosby’s philosophy.
• Product & Service Quality Dimensions, SERVQUAL
Characteristics of Quality, Quality Assurance, Quality Circle : Objectives
Of Quality Circles, Ishikawa Fish Bone, Applications in Organizations. Simple
numerical on productivity

UNIT - 4 Quality Improvement Strategies &Certifications
• Quality Improvement Strategies &Certifications:
Lean Thinking, Kepner Tregor Methodology of problem solving, Sigma
features, Enablers, Goals, DMAIC/DMADV.
TAGUCHI’S QUALITYENGINEERING,ISO 9000,ISO 1400, QS9000. Malcolm
Baldrige National Quality Award(MBNQA), Deming’s Application Prize.