TABLE OF CONTENT

1) Review of marketing plan 2) Analysis of promotional programs 3) Analysis of communication process 4) Budget Determination 5) Developing integrated marketing communication Advertisement Sales promotion Direct Marketing Internet Marketing Public Relation 6) Integrating & Implement of marketing communication 7) Monitor,Evaluate and control

ACKNOWLEDGEMENT
I consider it pleasant privilege to express my heartiest gratitude and indebtedness to those who have assisted me towards the completion of my report.The imc plan wouldn't have seen the light of day without the help and guidance of many people I take an opportunity to convey my deepest gratitude to all those individuals.My first words of thanks to Prof RaHIM Munshi who is at presently faculty of IMC at ITM UNIVERSE. Without his help it wouldn't have been possible for me to accomplish this task in time. Words at my command are inadequate both in form and spirit to express my sincere and profound gratitude to all these persons for their meticulous guidance,keen supervision,constructive criticism and friendly attitude and whole-hearted help throughout the course of this project. Their unforgettable, positives approach freehand acumen made this project possible.I would like to appreciate teaching style of rahim sir with whose help I got proper understanding of IMC and I was able to design IMC Plan for my college .I owe my special regards to my elders for their blessings and good wishes. I am also very thankful to my family and friends to help me in completing my report.

REVIEW OF MARKETING PLAN

This is a time of immense growth and change for ITM, as well as higher education. With changing university student demographics, stagnant state funding, and intense competition from other universities, higher education has become more market driven in order to compete for the same prospective students. With the increase in ITM's admissions requirements in past, ITM positions to compete in the national marketplace of higher education by focusing targeted messages to a select student population. Since establishment, the ITM has done a great deal to help communicate and attract prospective students. Using the lessons learned over the past,Institute determined that a revised and more integrated approach to communication efforts would be required. Using the IMC Plan, ITM must focus key messages to the interests of prospective students that include specific and practical information on majors and programs, scholarship and financial aid, and student life. These key messages should pervade all communications efforts with an emphasis on academics, research, and extraordinary student life opportunities. In the past, communicating with prospective students has been a scattered effort with various units sending brochures and information that did not have a common theme or design. With this campaign (IMC), a new integrated approach will apply so that prospective students receive key messages that resonate throughout every communications piece and belong to a family look that will be created and managed by the Office of University Relations. Prospective students are looking for specific information on their major or area of study. Currently, each academic department is responsible for contacting students who show an interest in their program. Unfortunately, this method has proven to be much unstructured. A more centralized effort through the IMC must be implemented in order to track and maintain positive relationships with prospective students, and to ensure appropriate delivery and reinforcement of key messages. Since ITM is entering a new phase of growth, the mass recruiting efforts of the past will no longer be appropriate, neither successful for the future. ITM's communication methods must be more targeted to a select group of students who can meet or exceed academic standards.ITM will provide information to students from all backgrounds and capabilities; however, special attention will be paid to groups of students

who represent the best and brightest of their high university classes They will be provided with Gold Medal and various other incentives and scholarship. This integrated marketing communications plan is a roadmap to the future of ITM and its student body. At any given point, this plan can be amended and/or updated to respond to changes in the marketplace. This targeted recruiting push is an opportunity to learn new methods of communication that may change during the recruiting year or at the conclusion of each recruiting year. The purpose of the Integrated Marketing Plan is to increase the overall visibility and enhance the reputation of the University.The hallmarks of the university are academic excellence, responsive student services, advanced technology, community and industry partnerships, and workforce and economic development. ITM 's marketing efforts are meant to highlight the excellent education and dynamic services it provides to the community, and ensure the university's growth, prosperity and future.. The Management has several goals, which inform the university's goals: In order to improve enrollment, the university will implement strategies and actions that allow it to be more responsive to student demand within the current registration cycle. Reexamine University marketing strategies and practices and develop an integrated and targeted marketing program that utilizes multiple media to reach prospective students, current students and opinion leaders in the Country. Continue efforts to sustain and increase student enrollment.The key to integrated marketing is shared goals across the university.All departments work to accomplish the University's goals that support the institutional vision. There should be a marketing dimension to all university plans, rather than marketing being solely one department's responsibility.The Office of Development, Marketing & Public Relations' role is to coordinate and support marketing resources and efforts. Decision-making regarding approaches to targeted marketing will be also made in consultation with the Instructional Leadership Team. A timeline for creating fall and spring promotional campaigns should be developed. When resources are coordinated and communication is effective, the university can best serve its students and community. This means everyone on campus is able to concisely articulate the university's vision, which serves as the boon as everyone works together to develop, promote, and deliver ITM as genuinely distinctive educational experience.

ANALYSIS OF PROMOTIONAL PROGRAM SITUATION

STRENGTHS
InternAtionAl StAndArd InfrAstructure Wi-Fi Campus Industry Experienced Faculty IndustriAl visits Conductive LeArning environment Career GuidAnce by training & PlAcement cells Hostel FAcility Well euiped classes Education is At best Art & Culture oriented

WEAKNESS LocAtion fAr AwAy Bus Service New entrant in mArket(gujArAt) Lack of surety of placement LAck of AwAreness

OPPURTUNITY There is very big opportunity of ITM to develop education business And future seems to be bright.GujArAt is one of the upcoming states of IndiA.The college cAn develop a world-class knowledge base transferable to educational, professional and business enterprises; produce a competitively-educated workforce that attracts cutting-edge industries; provide education and training that is economical, effective and immediate and stimulates idea generation and development of new products and technologies. ITM clearly must lead the state in its intellectual, cultural, social and economic advancement. With appropriate support and a clear vision,BY doing All this in coming years ITM can count itself among the leading institute in the nation.ITM Gwalior has a history of excellence, offers programs designed for students' personal goals and interests, provides offers strong outreach programs and makes a major contribution to the state's economy.So Samta lok thought of establishing education institute in Gujarat and I hope it would be successful in enlighting minds of students in the years to come with their exceleent world class infrastructure and best education.

THREATS Immense Competition

DistAnce education Online EducAtion PArul And other institutes in surroundings Value of MBA degree is decreasing New education courses hAving better vAlue in terms of monetary And non monetary Other SpeciAlisAtion courses such As MHRM,MSW & MCOM New private colleges opening in the city DominAnce of PIMT IN bARODA

ANALYSIS OF COMMUNICATION PROCESS

1) MARKETING OBJECTIVES
Goals and Strategies: The purpose of the ITM Universe Integrated Marketing Plan is to increase visibility of the university through coordinated efforts and consistent messaging, thereby enhancing the institute reputation and helping to grow enrollment. These efforts also focus on recruiting new students, retaining current students, communicating within the university community, and having good relationships with donors, alumni and business partners. ITM's marketing goals and strategies are to: Goal: 1. Build the reputation of the institute through broad messaging. Strategy: 1. Communicate effectively with the internal campus community (i.e. students, faculty, staff) to build awareness of events, activities, courses, programs and services. Strategy: 2. Communicate effectively with the external community (i.e. businesses, donors, alumni, media, and prospective students and their parents) to build awareness of events, activities, courses, programs and services. Goal: 2. Increase enrollment and improved access through targeted marketing and promotion. Strategy: 1 Support institute promotion of specific events, activities, courses, programs and services.. Strategy: 2 Conduct behavioral research studies that identify market segments for target marketing efforts.

2) COMMUNICATION OBJECTIVES
The purpose of a IMC Plan is to create awareness in market about ITM to get maximum enrolments during next academic year.It also throws light on benefits they are providing and image they want to create of institute in the minds of prospects.

Positioning Statement:

THINK BIG THINK BEYOND

The positioning statement summarizes the reputation for which ITM wishes to be known. It reflects long vision of institute and where they want to reach in future in terms of providing world class education " ITM is a welcoming environment that supports commitment to achieving a better life; the university provides a convenient, great education at an affordable price." . The University will develop a world-class knowledge base transferable to educational, professional and business enterprises; produce a competitively-educated workforce that attracts cutting-edge industries; provide education and training that is economical, effective and helpful to students for there better career.-

In order to maximize enrollment in the MBA program, we recommend a two fold strategy that includes both stealing market share from competing universities and growing the MBA market. We will steal share by implementing a media plan that highlights ITM MBAs points of differentiation; these include:INTERNaTIONaL Standars Infrastructure,wi-fi campus, experienced professors, brand image, and sense of community And CSR aCTIVITIES.We will share these points with prospective MBA students through print media, onlinemedia, and strategically coordinated internal and external events. To grow the MBA market, we will offer a small amount of scholarships to students who may not have been able to afford full tuition costs and reach out to corporations that offer reasonable tuition reimbursement programs.Our main focus is to convey benefits that we are providing and achieve our objectives

1) 2)

To spreAd the AwAreness About ITM Universe Get Maximum enrollment

BUDGET DETERMINATION

ADVERTISING
1) 2) 3) Print media Broadcast media Radio -------------------------------------------------------------------------------------------------------------------------

SALES PROMOTION 1) Youth festival 2) Culture event 3) Business talent hunt 4) Excellence treasure hunt 5) Rock show 6) Sports meet 7) Annual function 8) Inter college music competition 9) Marathon 10) Rally near colleges and bus stop-

Direct mArketing 1) Tele mArketing------------------------2) Door to door leaflets----------------3) Mails---------------------------------------

Developing integrated marketing communication

ADVERTISING BROADCAST MEDIA

Television marketing:
Direct marketing on TV has two basic forms: long form (usually half-hour or hour-long segments that explain a product in detail and are commonly referred to as infomercials) and short form which refers to typical 0:30 second or 0:60 second commercials that ask viewers for an immediate response (typically to call a phone number on screen or go to a website).

The 30-second TV spot, There is something special in the itm universe targets Graduate and post graduate. Reinforce Foothills brand to a large viewing audience. Reach viewers when they're the most attentive. Convey our message with sight, sound, and motion and help provide Foothill with instant credibility. Timeline: Aug. 30 through Sept. 12 Channels: FX, MTV, Cartoon Network, USA, Lifetime Television, Brav Radio Radio advertising remains an affordable and effective medium for delivery of advertising to targeted audiences. Channels: KYLD 94.9 FM, KITS 105.3 FM, KMEL 106.1 FM, KCNL 104.9 FM, KRZZ 93.3 and KMVQ 99.7 FM Print media Foothill targets its print ads to reach the 35+ audience who regularly read a newspaper. While print advertising does cross over to reach the colleges two core audiences, its primary reach is in older students and parents of younger students. The ads emphasize retraining and career options. Timeline: Spring quarter Channels: San Jose Mercury News, San Francisco Chronicle, Los Altos Town

SALES PROMOTION
Attendance at Youth Festivals and Competitive examination centers:

It is planned to attend an Autumn Youth Festival and other events to aware the students about the courses. This Festival would attract the general public; the intention is to create awareness throughout the masses

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DIRECT MARKETING
Direct Mail:
The most common form of direct marketing is direct mail. This method would be used to target a clearly identified range of potential students, probably we will send direct mail not more than 20000 people per month initially. The intention would be to gain interest and set an appointment with them to introduce courses offered by LPU.

Telemarketing:

This is one of the most common genres of direct marketing, in which marketers contact consumers by phone. We may contact to the various prospective students by telephone. This is very helpful method of advertising and promotion of LPU.

Door to Door Leaflet Marketing:

Leaflet Distribution services are used extensively by the many industries, and many other businesses focusing on local catchments. It is similar to direct mail marketing. This method is targeted purely by area, and costs a fraction of the amount of a mail shot due to not having to purchase stamps, envelopes or having to buy address lists and the names of home occupants.

Catalogue Sales:
This will target the end user on a direct sales basis. Fulfillment would normally be direct from LPU on the national level.

INTERNET MARKETING
Internet e-commerce:
It is planned to register LPU as a domain name and to develop an e-commerce Internet site to promote the university. Registering with a number of search engines will provide worldwide access to LPU. Strict monitoring of response will be an integral part of the web site design.

WWW.ITMUNIVERSE.COM

FaCEBOOK PaGE-Share photos

INTEGRATE & IMPLEMENT MARKETING COMMUNICATION STRATEGIES 1) To get unified message 2) To measure ROI 3) To combine All IMC Tools used This is done mAinly so the effect of All tools together will create better impact then Advertising Alone. By integrating IMC tools we get chance to combine SociAl media And TrAditionAl media which wAs eArlier not possible. To create brand nAme in the mArket And spread AwAreness About ITM Universe.

MONITOR, EVALUATE & CONTROL

1) 2) 3) 4) 5) 6)

Controlling cost Controlling time Effective locations for Advertisements Effective & efficient use of resources Target mArket should be selected properly Keeping wAtch wether imc plan is going in right direction or not 7) Identifying the obstacles And finding immediate solutions of them. 8) Proper ImplementAtion of ideas 9) Position statement should be eye cAtching 10) Measuring ROI of each tool that has been used 11) Imc plan should be flexible 12) Changes should be made immediately and replaced by other tool if one of the tool is not effective.

13) Product(Education) placement is very important 14) Formulated strategy should be implemented to achieve goals and make IMC PLaN successful. Below mention are the ways how marketers evaluate effectiveness of the tool used.