This document outlines an Integrated Marketing Communication course at PCTE Group of Institutes in Ludhiana. The course aims to teach students the basic tools and techniques for managing marketing communication processes and developing integrated communication strategies. Main topics covered include product branding, international branding strategies, marketing communication tools, integrated marketing planning, media planning, and new marketing approaches. Students will analyze communication needs, define objectives, and choose and implement communication strategies through tutorials, presentations, case assignments and discussions. The exam requires students to develop an integrated marketing plan for a brand and present it, addressing relevant theories and strategies.

1. Integrated Marketing
Communication
Course introduction
PGDM II
01/17/14
PCTE GROUP OF INSITUTES
LUDHIANA

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. 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. 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. 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. 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. Integrated Marketing
Communication
EXAM
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

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. IMC - Exam
Examples:
 Microsoft
 NIKE
 Apple
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

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