IndianInstituteofManagementKozhikode

eEPM05/ePGP04

MarketingCommunicationsManagement
CourseOutline CourseFaculty:Dr.KeyoorPurani,kpurani@iimk.ac.in

Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion.Brandshavelearntthattheabilitytocommunicateeffectivelyandefficientlywiththeirtarget audiences is critical to their success. At the same time, management of marketing communications and creating brand differentiation is becoming all the more challenging as the environment is changing rapidly. For decades, communication business was dominated by large, fullservice advertising agencies largely churning our beautiful advertising in newspapers, magazines and television. However, in todays world, there are a myriad of media outlets and companies are moving away from traditional media and are spending more in specialized media. Emergence of new media, large format retailing, and stronger localized brands have seen an increase in emphasis given to non mass media communication tools. Also, the focus is slowly shifting towards other ways of communicating such as Internet, Direct marketing, PublicRelations,ProductPlacements,etc. This course focuses on planning and decision making issues with regard to traditional communication toolssuchasadvertisingandsalespromotionsalongwithmanagingemergingcommunicationtools. CourseObjectives: Todevelopanunderstandingofroleofvariousmarketingcommunicationtoolsinbrandmanagement andappreciatetheconceptofIMC. To understand decision variables and conceptual frameworks involved in managing advertising and othermarketingcommunicationstools. To examine role of advertising/ external communication agency and processes of their selection and reviewtoorganizeandimplementcommunicationplansanddecisions. TextBook: Belch,George,Belch,MichaelandPurani,Keyoor;AdvertisingandPromotion:AnIntegrated MarketingCommunicationsPerspective,IndianEdition,2013,TataMcGrawHill,NewDelhi AdditionalReadings: Duncan,Tom;Advertising&IMC,TataMcGrawhill,NewDelhi Clow,KennethandBaackDonald;"IntegratedAdvertising,PromotionandMarketing Communications",PearsonEducation,Delhi BatraRajeev,MyersJohnandAakerDavid,"AdvertisingManagement",PrenticeHallofIndia, NewDelhi EvaluationMix: ClassParticipationandCaseAssignments: 20% Quizzes(2): 30% EndTermExam 50%

CourseContentandSessionPlan: Session# Topic 12 IMCConcept,function,tools AdvertisingPlanningFramework&roleofResearch 34 CreativeStrategy&Planning AdvertisingCampaignDevelopmentProcess 56 ChoosingandWorkingwithadvertisingagency CampaignExecution CopyTestingandMeasuringAdvertisingEffectiveness 78 AdvertisingMediaPlanning MediaOptimization&Implementation Interactivecommunicationscampaign 910 SalesPromotionMix SalesPromotionDesignVariables 1112 PublicRelationscampaignplanning DirectMarketingcampaigndesignvariablesandtools SocialMediaandConsumerDrivencommunications

PreClassReadings BBPCh.1,5,6,7 BBPCh.8,9 Case:GilletteDryIdea(A) BBPCh.3 BBP19 Case:GilletteDryIdea(B) BBP10,11,12

BBP16 Case: Giant Consumer Products BBP14,15,17

Note:

It is compulsory for participants to read the case, analyze it and submit the analysis answering specificassignmentquestionsthroughLMSbeforetherespectiveclassonanindividualbasis Theanalysisandcasecopymustbebroughttotheclassfordiscussions There would be 2 multiple choice/ objective type quizzes conducted each roughly of the same weightage. The quizzes would be based on prescribed book readings and would be designed to test conceptualclarity.