Imc course introduction - pgdmii

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Imc course introduction - pgdmii

  1. 1. Integrated Marketing Communication Course introduction PGDM II 01/17/14 PCTE GROUP OF INSITUTES LUDHIANA
  2. 2. Introduction DEFINING AND UNDERSTANDING IMC & BRANDING  What is Integrated Marketing Communication?  What is a brand? 01/17/14 PCTE GROUP OF INSITUTES, LUDHIANA
  3. 3. Purpose of IMC course  To provide you with the basic tools and techniques for managing relevant marketing communication processes.  In detail, this course will provide you with the skills to:  Analyse communication needs  Define communication objectives  Choose communication strategies  Implement those in order to achieve integration of an organisation’s marketing communication efforts on the basis of the organisation’s brand(s). 01/17/14 PCTE GROUP OF INSITUTES, LUDHIANA
  4. 4. Main topics  Product branding: brand identity and branding strategies  Internationalisation: global versus local branding strategies  Marketing communication tools: advertising, promotion, sponsorship etc.  Integrated marketing communications planning 01/17/14 PCTE GROUP OF INSITUTES, LUDHIANA
  5. 5. Main topics  Media planning and selection  Marketing communication strategies and message design  New marketing approaches and new media such as emarketing, viral marketing and experience-based marketing 01/17/14 PCTE GROUP OF INSITUTES, LUDHIANA
  6. 6. ACTIVITIES Tutorials incl. student presentations, feedback and case assignments     Present topic incl. practical example of your own choice (groups) Feedback from Opponents General dialogue with fellow students Dialogue Case day 01/17/14 PCTE GROUP OF INSITUTES, LUDHIANA
  7. 7. Integrated Marketing Communication EXAM 01/17/14 PCTE GROUP OF INSITUTES, LUDHIANA
  8. 8. IMC - Exam Content:  The students are asked to prepare an integrated marketing plan for a brand and present it  The presentation should include an account of the strategies chosen and their relation to relevant theories and methods within IMC.  The student may also be asked to include a case analysis in the presentation. 01/17/14 PCTE GROUP OF INSITUTES, LUDHIANA
  9. 9. IMC - Exam Examples:  Microsoft  NIKE  Apple 01/17/14 PCTE GROUP OF INSITUTES, LUDHIANA
  10. 10. IMC - Exam Evaluation criteria:  Ability to enter into dialogue with the teacher and classmates in order to elaborate on and discuss aspects of the cases  Knowledge of basic principles for oral presentations as well as good oral proficiency 01/17/14 PCTE GROUP OF INSITUTES, LUDHIANA

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