COURSE OUTLINE: INTEGRATED MARKETING COMMUNICATION

School: School of Business, Bangladesh Open University

Program: MBA
Course Title: Integrated Marketing Communication
Course
Code:
Status: Compulsory
Credit hours: 3
Contact
hours:
24 - 25 Classes of 1.5 ours
Teaching
Methods:
!ecture" #orksop" presentation" reearsal" film so#" audio programs" etc.
Evaluation: Attendance$ 1%
Assignment$ 1%
Class test$ 1%
Mid-term$ 2%
&inal$ 5%
'otal$ 1%%
Boos Integrated Ad(ertising" )romotion" and Marketing Communications * +ennet ,. Clo# -
.onald Baack
!eference
Te"t:
a. .uncan" '." - /u#ersloot" 0. Integrated Marketing Communications. ,uropean
edition. 1e# 2ork$ Mc3ra#-0ill" 2%%4.
I5B1$ %%61%7%488 9 864%%61%7%483
:. Ad(ertising - )romotion$ Integrated Marketing Communication * 3eorge ,.
Belc - Micael A. Belc" 6
t
edition.
c. Ad(ertising$ )rinciples" )ro:lems an Cases * .irksen" +oreger - 1icosia
d. Canadian Ad(ertising in Action * 'uck#ell
Course
O#$ectives:
Apply te key terms" definitions" and concepts used in integrated marketing
communications.
Conduct and e(aluate marketing researc and apply tese findings to de(elop
competiti(e and positioning strategies and to select te target audience;s< for
te IMC campaign plan.
,=amine o# integrated marketing communications elp to :uild :rand identity
and :rand relationsip" and create :rand e>uity troug :rand synergy.
Coose a marketing communications mi= to acie(e te communications and
:ea(ioral o:?ecti(es of te IMC campaign plan.
.e(elop an integrated cross-media strategy and creati(e message and concept
to reac te target audience and deli(er te :rand promise troug an IMC
campaign.
5tructure an integrated marketing communications campaign plan :ased on te
application of marketing concepts" principles" and practices #itin an
organi@ation.
Measure and critically e(aluate te communications effects and results of an
IMC campaign to determine its success.
Su#$ect
%escription
/(er te past decade" te num:er of coices tat consumers a(e to consume different
:rands and different media as e=ploded. 1o#" more tan e(er" :rands must engage
#it potential consumers. 0o# do you get troug to your core audience effecti(ely and
efficiently and mo(e tem from te point of a#areness to te point of purcase and
repeat purcaseA 'is is te main >uestion tat tis course addresses" focusing on te
design of suita:le messages" te utility of different media (eicles at different points of
te consumer decision cain. 2ou #ill learn to appreciate te key communication
callenges in todayBs marketing en(ironment and #ill recei(e frame#orks to elp you
tink a:out o# to talk to your customers and :uild your :rand as te en(ironment
e(ol(es. 5tudents are to acie(e a :asic understanding of ad(ertising concepts" :asic
kno#ledge of ad(ertising agencies and media relati(e to organi@ational structure" an
understanding of te relationsip of ad(ertising to oter marketing mi= (aria:les. 'e
course #ill pro(ide an introduction to ma?or media caracteristics" a :asic understanding
)repared :y$
Ms. Adi:a Anis
!ecturer ;Marketing<" 5cool of Business" Banglades /pen Cni(ersity" 3a@ipur" .aka
of ad(ertising tecni>ues and strategy and an o(er(ie# of speciali@ed areas of
ad(ertising.
)repared :y$
Ms. Adi:a Anis
!ecturer ;Marketing<" 5cool of Business" Banglades /pen Cni(ersity" 3a@ipur" .aka
COU!SE CO&TE&TS
P'!T (:
'e IMC &oundation
Capter 1$ Integrated Marketing Communications
Capter 2$ Corporate Image and Brand Management
Capter 3$ Buyer Bea(iors
Capter 4$ )romotions /pportunity Analysis
P'!T ):
IMC Ad(ertising 'ools
Capter 5$ Ad(ertising Management
Capter 7$ Ad(ertising .esign$ 'eoretical &rame#orks - 'ypes of
Appeals
Capter 6$ Ad(ertising .esign$ Message 5trategies - ,=ecutional
&rame#orks
Capter 4$ Ad(ertising Media 5election
P'!T *:
+MC Promotional Tools
Capter 8$ 'rade )romotions
Capter 1%$ Consumer )romotions
Capter 11$ )ersonal 5elling" .ata:ase Marketing" - Customer
Delationsip Management
Capter 12$ )u:lic Delations" 5ponsorsip )rograms" - Degulations
P'!T ,:
IMC Integration 'ools
Capter 13$ Integrated Marketing
Capter 14$ IMC for 5mall Businesses - ,ntrepreneurial Eentures
Capter 15$ ,(aluating an Integrated Marketing )rogram
Student
'ctivity
)ro?ect95ummary
IMC )lan Deport
)repared :y$
Ms. Adi:a Anis
!ecturer ;Marketing<" 5cool of Business" Banglades /pen Cni(ersity" 3a@ipur" .aka