Lesson Plan of Integrated Marketing Communication-by Nagesh Pai-1

Scheme (As specified by the University)

Theory

Hours/Week

Marks

60

Practical /
Internal
Assessment

Oral

Term Work

40

Total

100

Lecture Wise lesson plan

Module
No.

Topics

No. of lectures

Introduction to Mar Com. Beginning with Basics

Understand the
process and basic
objectives of Mar
Com

Models of Communication and Consumer Media Habits

Consumer behavior
and its elements to
be known to
understand Mar
Com

Student Role Play / Presentation on Understanding the consumer and marketer

Brand management and role of IMC in it

Brand and advertising discussion Tata Nano Awesomeness campaign

Advertising Models AIDA DAGMAR, William McGuire's six steps

Understanding
advertising basics
through models

Structure and business of Advertising agency

Understanding the
role of media and
creative agencies

Understanding different media Traditional as well as emerging (digital media)

Knowing the media

constituents of
Integrated Mar
Com campaign

Consolidated Lesson Plan Name of the Subject Sem II / IV

Understanding the
critical role of IMC
in brand building

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Campaign Planning and execution

Various stages in
planning and
executing an
effective campagn

10

Media Planning and research

Media Planning
basics

11

Creative considerations for Mar com

Creative and
message design
basics

12

PR and event management

Maintaining
Positive PR and
image building for
an organization

13

Course Revision and Open house

14

Final Presentation by groups

15

Final Presentation by groups

Prerequisite Subject/s

No.

Branch

Marketing

4
No.

Semester

Name of the Subject

Marketing Management

Relevance to future subjects

Branch

Semester

Consolidated Lesson Plan Name of the Subject Sem II / IV

Name of the Subject

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No.

Relevance to life
Real Life Mapping
Marketing Communication is a key to any major marketing success and is indispensable for any professional
aspiring to have a role in the marketing discipline
Aspirants wanting to get into media and advertising will find this subject extremely useful

Course Administration

9.a
No. Of Lectures

Required

Available

15 (includes 2 lectures of presentation)

15

Books Used and Recommended to Students

Text and Reference Books

Brand Management Kevin Lane Keller
Advertising and Promotion: An Integrated Marketing Communications Perspective,
George Belch, San Diego University Michael Belch, San Diego University (university prescribed)
Advertising Management: Rajeev Batra, John G. Myers, David A. Aaker (university prescribed)

Relevant Websites(Reputed Universities and Others) for Notes/Animation/Videos

Recommended to Students

Web Site and Internet Contents References

Www.afaqs.com , www.exchange4media.com , www.adage.com , www.milwardbrown.com

Magazines/Journals Used and Recommended to Students

Magazines

Journals

ET Brand Equity,

Consolidated Lesson Plan Name of the Subject Sem II / IV

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Study Material

Notes

11

GQ

EQ

Digital Contents
Presentations slides will
be provided, whenever
conducted

Assignments, Pop Quiz, Mini Project, Seminars

Assignment Title
No.

Outcome
expected

1.

Group Presentation
(30 marks)

Effective
display of
what has
been learnt by
the student.

2.

Quiz (10 marks)

Allied
study

Week No.

Individual /
Group
activity

14 and 15

Group activity

14 or 15

Individual

Reference:
book/website
/Paper
As per given
above and
lectures

Prepared by Nagesh R. Pai

Consolidated Lesson Plan Name of the Subject Sem II / IV

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