Pretty easy, overall.
This course is designed to introduce Integrated Marketing Communications (IMC) focusing on Advertising, Media and Creative Industry. The emphasis will be on the role of advertising and other promotional mix elements in the integrated marketing communications program of an organization. Attention will be given to the various IMC tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, Social Media marketing, sales promotion, publicity and public relations. We will examine the process by which integrated marketing communications programs are planned, developed and executed as well as the various factors and considerations that influence this process. We will also consider the environment in which IMC programs including the impact of regulatory, social, and economic issues.
Course Structure The course is divided into two semesters. Course outline Semester I Semester II Principles of Communication. Brand and Branding Marketing - A Comprehensive Approach. Public Relations Introduction to Integrated Marketing Communication Consumer Behavior & Market Research Creativity Rural Marketing & Direct Marketing Creating Marketing Communication Digital & Social Media Communication Creative Project Media Planning & Buying Internship and Project Work
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Advice for students:
A major portion of the course content is in the form of case studies presented by industry experts. Students enrolled with PGDIMC gain direct experience through a field-project based assignment. This provides an opportunity for graduate students in IMC to apply theoretical classroom learning to a specific task in a workplace environment.