SBM - NMIMS: Course Teaching Plan
Assurance of Learning (AOL) Specific
Course Code IMC
Course Title Integrated Marketing Communication
Course Instructor Purnima Mehrotra
Credit Value 3 Credits (100 Marks)
Programme &
FT MBA II Year Trimester IV
Trimester
Pre-Requisite Marketing Management
CLO 1:
To understand the meaning and importance of an integrated approach towards
marketing communication
(PLO 3a)
CLO 2:
Learning Objective To understand the various elements across consumer, product, media, creative, trade,
and purchase that need to be considered while thinking of an integrated strategy
(PLO 2a)
CLO 3:
To develop a structured thought process & execution framework as IMC practitioners
(PLO 2b)
Learners should be able to apply IMC concepts in real-world scenarios and should be
able to approach an IMC task more strategically
Learning Outcome Learners should be able to evaluate & improve all elements of an IMC plan objectively
Learners should build a mindset of continuous observation & learning so that they
keep evolving as marketers
Over the last two decades, the media market has undergone a dramatic
transformation, driven largely by digital technology and changing consumer habits.
Once dominant, traditional channels like print, radio, and linear television have been
increasingly supplemented — and in some cases, disrupted — by digital platforms,
social media, and streaming services. The rise of smartphones and broadband internet
access has fueled a shift toward on-demand, personalised content consumption.
Media ownership has become more concentrated even as the creator economy has
empowered millions of individuals to become content producers themselves.
Advertising, too, has evolved from broad mass marketing to highly targeted, data-
driven strategies. Overall, the media landscape today is faster, more fragmented,
more globalised, and more interactive than ever before, offering both challenges and
Course Description unprecedented opportunities for brands, creators, and consumers alike.
The IMC course aims to introduce the learners to a structured thought process and
execution approach that can be applied in real-world scenarios. It will include modules
on Integrated Planning Framework, Objective Setting, Consumer Behaviour & Insights,
Brand Management, Product Design & Packaging, Creative Strategy, Content Led
Marketing, Media Planning, Creative Evaluation and Measurement Framework.
The course methodology will be a combination of teaching concepts, discussion via
examples, practical assignments, case study presentations, in-class exercises, regular
short quizzes, etc. Evaluation will be based on the quality of the practical
implementation of conceptual learning.
3
1.5 CLO CLO CLO
Assessment Method Credit AOL Instruments*
Credits 1 2 3
s
Class Participation 10
Case Analysis (2*10
20 Rubric 10 10
marks)
Evaluation Pattern
Group Presentations
(Mid-term [(10) & End- 30 Rubric 10 10 10
Term (20)]
Embedded
Final Exam 40 10 10 20
Questions
Total 100 50 20 30 40
Embedded Questions End Term Exam
AOL Instruments * Group Presentations
Case Discussions
Pedagogy Adopted for Class
Engagement
Session Concepts & Topics Reading References
Session wise Learning
Outcomes
Required Reading: Overview of the MarComm
Introduction to IMC Jill Avery & process.
Thales S. Teixeira. (2019).
1 Marketing Activity:
Course Overview & Expectation Communications. HBR Quick quiz on the basics of
Setting Marketing
Required Reading:
Consumer Behaviour and the
John T. Gourville &
2 Buying Process - I
Michael I. Norton (2019).
To understand why humans
Consumer Behaviour and
behave the way they do and
the Buying Process. HBR
how cognitive, affective, and
conative responses are
Arens & Weigold.
triggered. How do emotions
Advertising | Chapter 5
impact our choices?
Larry Percy | Chapter 8 :
Consumer Behaviour and the Activity: Map the Consumer
Pages 171-191 | Chapter 11
3 Buying Process - II buying process (touchpoints
: Pages 249-255
analysis) for a product chosen
by the class
Belch & Belch: Ch. 4
Required Reading:
To understand various kinds of
Consumer Segmentation and segmentation and choosing
Sunil Gupta (2019).
4 Targeting target segments.
Segmentation and
Targeting. HBR
Activity
Required Reading:
Rohit Deshpandé
Anat Keinan. (2019). Brands
To understand how to create &
and Brand Equity. HBR
establish a differentiated &
memorable Brand. To
Jill Avery, Sunil Gupta.
understand how segmentation
Brand Strategy - I (2009). Brand Positioning.
5 helps in creating better brands.
HBR
Activity:
Suggested:
1. Decoding Brand Positioning
David Aaker | Building
of various Brands
Strong Brands | Chapters 1
to 3
Ries & Trout | Positioning
Case Discussion
HBR Case: Under Armour:
Creating and Growing a
6 Brand Strategy - II Activity:
New Consumer Brand
1. Group Presentation of
(Mar 2018)
focused questions on the case
To understand how to derive a
Communications Brief from a
Arens & Weigold. Marketing Brief
IMC Planning: From Marketing
7 Advertising | Chapter 7
Brief to the Advertising Brief
Activity:
Groups will derive advtg briefs
from mktg briefs given in class.
Arens & Weigold.
Advertising | Chapter 8
Creative Brief Writing and To learn how a creative
Creative Strategy strategy flows from the
Larry Percy | Chapter 12 : creative brief. What are the
Pages 284-286 decisions and brand
8
considerations?
Reading: How to write a
Celebrities & Brand Ambassadors creative agency brief? Activity:
(WARC, 2017) 1. Creative Brief Critique.
Product Placement
Belch & Belch| Chapter 10 : To learn how creatives can
Pages 225-285 induce action in the consumer
and what the desired actions
are. And how does it help build
Creative Communication
a brand in the long term.
Translating Positioning into
To learn the nuances of
9 Communication
creative design by actually
Bringing alive Brand Personality
creating static and video ads
Consistency Across Touchpoints HBR Case: Mountain Dew: and critiquing other groups.
Creative Evaluation Selecting New Creative
(Apr 2003) Activity:
Video Ad Presentation &
Critique
Product Packaging Design
Value Prop & Positioning Nilsson & Ostrom, 2005| To learn how product
Brand Identity & Differentiation p1-18 packaging design impacts
Recognition Awareness Percy| Chapter 7 brand awareness &
10 Omni-Channel Considerations Shukla et al. 2022 consideration.
Activity:
1. Design a sample Packaging
Public Relations and Direct Belch & Belch| Chapter 14
for Chosen Brands
Marketing
Content & Influencer Led HBR Article: Celebrity Industry Expert will explain the
Marketing Endorsement and nuances of Content Marketing.
11
Workshop by Industry Expert Influencer Marketing Activity:
(Expert TBD) (May 2022) 1. Live Workshop
To summarize learnings of the
HBR Case: WhatsApp: first half of the course via a
Creating and comprehensive case
Mid-Term Recap through Case
12 Communicating Value for discussion.
Discussion
WhatsApp Payments Activity:
(Jul 2023) 1. Case Discussion covering
concepts studied so far
13 Mid-term presentations: Marketing Brief IMC brief for your chosen brand
Belch & Belch | Chapter 1
To build perspective on how
Digital as an Ecosystem HBR Article: Branding in the
digital has evolved into an
14 Not just a Media Channel Digital Age: You're
ecosystem beyond just a media
(Guest Speaker) Spending Your Money in All
channel.
the Wrong Places
(Dec 2010)
Media Planning & Buying - I
Budget Allocation
Media Objectives & Brief
Writing To understand the
Media Channels fundamentals of Media
Reach & Frequency Dynamics Planning & Buying. Different
Audience Measurement Data Basant Rathore | Media strategies based on different
15 Sources Planning & Buying objectives and trade-offs to be
TRP, GRP, SOV, WOA considered. Also provide
Fundamentals exposure to Offline + Online
Planning Trade-offs integrated planning. How to
TV + Digital Integrated Planning write a Media Brief
Connected TV
Incremental Reach Concept
Common Currency Challenges
Industry Expert will present
real world scenarios, strategies
Basant Rathore | Media and challenges via a live
Media Planning & Buying - II
16 Planning & Buying workshop.
Workshop by Industry Expert
Activity:
1. Media Brief Submission
2. Real World Case Discussions
Communication in Distribution
Channels To learn various formats of
Retails Formats Percy| Chapter 7
marketing communication
Visual Merchandising Reading 2 (TBD)
across all distribution & sales
Product Display channels. Also, present
Shopper Behaviour & HBR Article: Better
learnings from live retail store
17 Experience Design Marketing at the Point of
visits.
Promos Purchase
Activity:
(Nov 1983)
BTL Marketing 1. Group Presentation on
On-Ground Activations Learnings from Retail Store
Events Visits
Trade Marketing
To build a comprehensive
strategy by implementing a
Measurement Framework
robust measurement
Marketing Effectiveness HBR Article: Advertising
framework.
18 Brand Track & Market Share Analytics 2.0
Activity:
Studies (Mar 2013)
1. Post-Purchase Experience
Media Mix Modelling
Enhancement Strategy
Presentation for Chosen Brand
19 Group Presentation - I
To execute and IMC strategy
via live project and group
presentation
Activity:
20 Group Presentation - II 1. IMC Plan Group Presentation
Prepared by Faculty Team: Purnima Mehrotra Area & Program chairpersons
Approved by Associate Deans Approved by Dean SBM
Sticker for date of receipt and attachments, rubric and project guidelines
