1. SIVA SIVANI INSTITUTE OF MANAGEMENT
Course Code: TPS 252(Major) Batch: I (NR)
Credits: 3 Term: IV
INTEGRATED MARKETING COMMUNICATION
OBJECTIVE
The specialization paper is designed to make the students
1. Understand the role communication plays in a marketing management
2. To study in depth the numerous Marketing communication alternatives employed by
organizations today
3. To integrate the elements of the communication mix to deliver a consistent message to
the target audience
Syllabus
Unit 1: Integrated Marketing Communication
IMC, Tools of IMC (Promotion Mix); Communication Process & IMC; The emergence &
relevance of IMC, The IMC Golden Triangle, Establishing objectives & Budgeting for IMC
Unit 2: Advertising
Advertising definition & concepts, Creativity in Advertising, Creative Strategy Planning &
Development, Creative Strategy Implementation and Evaluation
Unit 3: Media
Media Planning & Strategy: Media Plan, developing the Media Plan, developing &
Implementing Media Strategies, Evaluation & Follow Up; Evaluation of Broadcast Media: TV &
Radio
Unit 4: Evaluation of Print, Support & Internet Media’s
Evaluation of Print Media: Magazines, News Papers, Traditional Support Media & Non
Traditional Support Media, Internet Media, Promotional Mix using Internet
Unit 5: Direct Marketing, Sales Promotion, Public Relations, Publicity & Personal Selling
Direct Marketing: Strategies & Evaluation; Sales Promotion: Consumer Oriented Sales
Promotion, Trade Oriented Sales Promotion; Public Relations: Role of PR, PR Process,

2. Measuring the Effectiveness of PR Publicity, Power of Publicity, Measuring Effectiveness of
Publicity; Personal Selling: Role of Personal Selling in IMC, Personal Selling Process,
Evaluating the effectiveness of Personal Selling
BASIC TEXT:
George E. Belch & Michael A. Belch - Advertising and Promotion (An Integrated
Marketing Communications Perspective) Seventh Edition – McGraw-Hill
RECOMMENDED BOOKS:
William Arens - Contemporary Advertising, 10e, McGraw-Hill
Kruti Shah and Alan D’Souza - Advertising and Promotions: An IMC Perspective, Tata
McGraw-Hill., 2008.
Kenneth E. Clow and Donald Baack – Integrated Advertising, Promotion, and
Marketing Communications, Pearson 3rd Edition, 2007.
O’Guinn, Allen, Semenik – Advertising & Integrated Brand Promotion, Cengage
Learning, 4th edition, 2006.