School of Business and Economics

Course Title: Integrated Marketing Communications

Course Code: MK-673
Resource Person: Zeeshan Shaukat
Department: Marketing

SBE Vision

SBE envisions its success in the sustainable contribution that it will make to the industry, academia and research in
public and private sector. SBE will lead by providing professionally competent and ethically conscious human resources
engaged in the global and local context to foster socio-economic growth and sustainability for the society. SBE envisages
having faculty with high research potential and a deep desire for cutting edge research including collaboration with
national and international partners.

SBE Mission
Being a research-oriented and student-centric business school, we emphasize research publications in impact journals
as well as state-of -the-art learning methodologies. We will prepare our students to become the future ethical business
leaders and the guiding post for the society, while equipping them with the knowledge and skills required by world-
class professionals. We will be the leading choice for organizations seeking highly talented human resource. SBE will
foster internationalization with key stakeholders and actively work to exchange best practices with business schools
across Pakistan through collaborations, workshops, conferences and other means.

Program Objectives of MBA

• To hone participants’ abilities through a well-developed and diversified program designed to equip graduates
with essential leadership skills.
• To develop participants’ expertise in order to increase their resourcefulness in better decision-making.
• To prepare participants for steering an organization through the difficult and turbulent global and domestic
environment and enable the development of an implementable strategic business plan that not only addresses
the financial but social and environmental issues as well.
• To produce students who have well-rounded entrepreneurial skills - who not only have great ideas, but can also
make things happen by starting their own ventures.
• To enhance the proficiency of the students and groom them to deal with the complex business situations.

Course Outline Page 1

Course Objectives
Marketing provides the interface between the customer and the firm in which the customer has become pivotal to
the success of business activities. The marketer role is to develop an understanding of the customer and then use a
variety of tools to design, promote and deliver sustainable marketing strategies. New media i.e. digital is influencing
consumers and businesses. Relationship building has become a major commitment for many organizations to retain
customer loyalties. The objective of the course is to help students understand the principles and practices of marketing
communications, involving tools used by marketers to inform consumers and to provide a managerial framework for
integrated marketing communications planning. Topics: the role of integrated marketing communications, organizing
for advertising and promotion, consumer behavior perspective, the communication process, promotional objectives
and budgets, creative strategy, media planning and strategy, broadcast/print & support media, direct marketing, sales
promotions, PR and publicity, personal selling, international promotion, business-to-business promotions, and
regulations and ethics.

Learning Objectives

After successfully completing this course, students will be able to:

1. Apply the key terms, definitions, and concepts used in integrated marketing communications.
2. Conduct and evaluate marketing research and apply these findings to develop competitive and positioning
strategies and to select the target audience(s) for the IMC campaign plan.
3. Examine how integrated marketing communications help to build brand identity and brand relationship, and
create brand equity through brand synergy.
4. Choose a marketing communications mix to achieve the communications and behavioral objectives of the
IMC campaign plan.
5. Develop an integrated cross-media strategy and creative message and concept to reach the target audience
and deliver the brand promise through an IMC campaign.
6. Structure an integrated marketing communications campaign plan based on the application of marketing
concepts, principles, and practices within an organization.
7. Measure and critically evaluate the communications effects and results of an IMC campaign to determine its
success.

Learning Outcomes
By the end of this course students should be able to:

1. Quickly understand a company and its marketing communications activities

2. Present a brief verbal presentation (tutorial discussion)
3. Thoroughly describe a range of media and methods available to marketers
4. Develop a clearly thought out Communications Audit
5. Clearly argue a point of view regarding marketing communications
6. Demonstrate a comprehensive understanding of Marketing Communications theories and concepts
7. Show that you’re thinking like a marketer
8. Prepare a Marketing Communication Brief for creative

Teaching Methodology (List methodologies used –example are given below)

Text book, handout/course-pack, reading materials (cases and magazine articles etc.), discussions, class activities,
presentations, skill development exercises, quizzes etc.

Course Outline Page 2

STUDENTS ARE REQUIRED TO READ AND UNDERSTAND ALL ITEMS OUTLINED IN THE
PARTICIPANT HANDBOOK
Class Policy:-

• Be On Time
You need to be at class at the assigned time. After 10 minutes past the assigned time, you will be marked
absent.

• Mobile Policy
TURN OFF YOUR MOBILE PHONE! It is unprofessional to be texting or otherwise.

• Email Policy
READ YOUR EMAILS! You are responsible if you miss a deadline because you did not read your email.
Participants should regularly check their university emails accounts regularly and respond accordingly.

• Class Attendance Policy

A minimum of 80% attendance is required for a participant to be eligible to sit in the final examination. Being
sick and going to weddings are absences and will not be counted as present. You have the opportunity to use
6 absences out of 30 classes. Participants with less than 80% of attendance in a course will be given grade ‘F’
(Fail) and will not be allowed to take end term exams. International students who will be leaving for visa during
semester should not use any days off except for visa trip. Otherwise they could reach short attendance.

• Withdraw Policy

Students may withdraw from a course till the end of the 12th week of the semester. Consequently, grade W
will be awarded to the student which shall have no impact on the calculation of the GPA of the student.A
Student withdrawing after the 12th week shall be automatically awarded “F” grade which shall count in the
GPA.

• Moodle
UMT –LMS (Moodle) is an Open Source Course Management System (CMS), also known as a learning
Management System (LMS). Participants should regularly visit the course website on MOODLE Course
Management system, and fully benefit from its capabilities. If you are facing any problem using moodle, visit
http://oit.umt.edu.pk/moodle. For further query send your queries to [email protected]

• Harassment Policy
Sexual or any other harassment is prohibited and is constituted as punishable offence. Sexual or any other
harassment of any participant will not be tolerated. All actions categorized as sexual or any other harassment
when done physically or verbally would also be considered as sexual harassment when done using electronic
media such as computers, mobiles, internet, emails etc.

• Use of Unfair Means/Honesty Policy

Course Outline Page 3

 Any participant found using unfair means or assisting another participant during a class test/quiz, assignments
or examination would be liable to disciplinary action.

• Plagiarism Policy

All students are required to attach a “Turnitin” report on every assignment, big or small. Any student who
attempts to bypass “Turnitin” will receive “F” grade which will count towards the CGPA. The participants
submit the plagiarism report to the resource person with every assignment, report, project, thesis etc. If
student attempts to cheat “Turnitin”, he/she will receive a second “F” that will count towards the CGPA.
There are special rules on plagiarism for final reports etc. all outlined in your handbook.

• Communication of Results

The results of quizzes, midterms and assignments are communicated to the participants during the semester
and answer books are returned to them. It is the responsibility of the course instructor to keep the
participants informed about his/her progress during the semester. The course instructor will inform a
participant at least one week before the final examination related to his or her performance in the course.

Course Outline
Course code: MK-673 Course title: Integrated Marketing Communications

Graduate
Program

3
Credit Hours

15-weeks
Duration

Marketing Core Courses

Prerequisites (If any)

Zeeshan Shaukat
Resource Person
[email protected]
Name and Email

Course Outline Page 4

 Counseling Timing Meeting can be set up through email or phone.

0322-4446859

Contact no.

Web Links:-
(Face book, Linked In,
Google Groups, Other
platforms)

Chairman/Director Program signature………………………………….Date……………………..

Dean’s signature…………………………… ………………….Date………………………………………….

Grade Evaluation Criteria

Following is the criteria for the distribution of marks to evaluate final grade in a semester.
Marks Evaluation

Simulation: 15%

Assignments: 15%

Case Studies: 15%

Project: 25%

Presentation: 15%

Creative Brief: 15%

Course Outline Page 5

Recommended Text Books:
1. Belch, Belch, (2021) 12th Edition, Advertising and Promotion: An Integrated Marketing Communication
Perspective, McGraw-Hill, Sydney
2. Blakeman, (2018) 3rd Edition, Integrated Marketing Communications: Creative Strategy - from Idea to
Implementation, Rowman & Littlefield, USA
3. Juska, (2018) Integrated Marketing Communications: Advertising and Promotion in the Digital World, Routledge,
US
4. Andrews, Shimp, (2017) Tenth Edition, Advertising, Promotion and other aspects of IMC, Cengage Learning, USA
5. Clow, Baack, (2017) 8th Edition, Integrated Advertising, Promotion and Marketing Communications, Pearson, USA

Reference Books:
Helpful sites:
http://www.quickmba.com/,

http://www.atkinson.yorku.ca/~lripley/imsyllabus.htm#x

https://courses.lumenlearning.com/suny-hccc-introbusiness/chapter/promotion-integrated-marketing-communication-imc/

https://online.purdue.edu/blog/communication/what-is-integrated-marketing-communication-imc

Course Outline Page 6

 Course: ----- -Course code: ------- ------------Book: -----------------------------------------------
-----------------------------------------------

Topics to be Deadlines
Assessme
covered in Learning Objective Expected Outcomes from Teaching and
No nt
the course of this topic Students Method Homewor
Criteria
k
Identify the Know where integrated
Lecture/
1&2 What is IMC? importance of marketing tools fit into Discussio n/a n/a
Marketing and IMC the marketing mix n

Context of
Understanding the Identify tools for
Marketing Lecture/
different marketing approaching consumer Asg#1:
3&4 Communicatio Discussio
Case 1
1-week
tools and processes & organizational buyers n & Case
ns

Integrated
marketing
Evolution of IMC
communicatio Understanding
tools and its Lecture/
n: how marketing dynamics
5&6 integration into Discussio
marketing and IMC over the years
marketing plan n & Case
communicatio
n evolved

Digital
media and Appreciate why Understanding digital
Lecture/ Asg#2:
consumer digital channels are media marketing and
7&8 Discussio Case 2 1-week
empower the future its impact n & Case
ment

Social media Identify strategies and

Impact of social Lecture/
and platforms for improved
9&10 media on strategy Discussio
engagement social media output n & Case
understan
ding how
market
Understanding the
communic Identifying
importance of CRM and Lecture/ Asg#3:
11&1 ation Consumer Touch
value Discussio Case 3 1-week
2 might Points n & Case
influence
consumer
behavior

Branding Understanding
Understand and design Lecture/
13&1
and Brand
brand elements Discussio
4
building Communications n & Case

Course Outline Page 7

 relationshi
ps

Planning for IMC plan based on brand

15&1 Understand pros and cons MID-TERM
6 IMC type and consumer type of each IMC tool
Establishin
g Lectu
objectives re/
and Planning for New Key understanding of Discu Asg#4:
17&1
budgeting Campaigns product objectives and ssion Case 4 1-week
8
for the budget determination &
IMC Case
program

Message Lecture/
19&2 strategy and Execution Strategies Design message according Discussio
0 execution to the brand mantra n & Case

Media Lecture/
Strategic role of Understand how media
21&2 strategy Discussio
2 Media influence the strategy 1-week
and choices n & Case

Understanding the
Measuring How promotional
promotion,
the strategies, advertising
advertising and sales Lecture/
effectiven Asg#5
23&2 promotion strategies and sales Discussio
ess of the strategies work in Pakistani Case 5 1-week
4 intermingle with n & Case
IMC as well as international
each other as
program context
strategy

Developing and Understanding the

Direct
implementing Sales implication of Sales Force
marketing
Force Strategy, Strategy, Internet Strategy
Lecture/
25&2 and
Internet Strategy and Direct Marketing
Discussio 1-week
6 personal
and Direct Marketing Strategy in Pakistani and
n & Case
selling
Strategy International context
Sales
Application of PR,
promotion, Optimal use of PR, Lecture/
27&2 Publicity and SP
8 PR and Publicity and SP Discussio
Publicity n & Case

Project
Project
29&3 Presentati
Presentations
0 on

Course Outline Page 8

31&3 Final Project IMC Plan & IMC Strategy & Plan Presentat
2 Presentation Implementation ion

Course Outline Page 9