To introduce relevance, concepts, process and case practices used in Integrated Marketing Communications (IMC). To explain the IMC communication process and study the various conventional and unconventional tools viz., sales promotion, direct marketing, event marketing, outdoor. To discuss & illustrate the correlation and synergy between IMC, marketing & branding and thereby understand the role of an agency and what it can bring to the table. To equip students with frameworks to critically assess marketing communications campaigns to adapt to changes and achieve marketing goals.
Catalogue Code: T5137
Course Type: Generic Elective Course
Total Credit: 2
Credits (Theory): 2
No. of Hours: 30
Internal Marks: 50
External Marks : 40
Total Marks: 50
Experiential Learning: Yes
Primary Purpose of Course: Skill Development
Primary Orientation of the Course: Professional Ethics
Course Code: 801210539
Floating Credit: Yes
Audit Course: No
Course Needs: National