1. Integrated Marketing
Communication
Course introduction
PGDM II
01/17/14
PCTE GROUP OF INSITUTES
LUDHIANA

2. Introduction
DEFINING AND UNDERSTANDING IMC & BRANDING
 What is Integrated Marketing Communication?
 What is a brand?
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

3. Purpose of IMC course
 To provide you with the basic tools and
techniques for managing relevant marketing
communication processes.
 In detail, this course will provide you with the
skills to:

Analyse communication needs

Define communication objectives

Choose communication strategies

Implement those in order to achieve integration of an
organisation’s marketing communication efforts on the
basis of the organisation’s brand(s).
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

4. Main topics
 Product branding: brand identity and branding
strategies
 Internationalisation: global versus local branding
strategies
 Marketing communication tools: advertising,
promotion, sponsorship etc.
 Integrated marketing communications planning
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

5. Main topics
 Media planning and selection
 Marketing communication strategies and message design
 New marketing approaches and new media such as emarketing, viral marketing and experience-based
marketing
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

6. ACTIVITIES
Tutorials incl. student presentations, feedback
and case assignments




Present topic incl. practical example of your own choice (groups)
Feedback from Opponents
General dialogue with fellow students
Dialogue
Case day
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

7. Integrated Marketing
Communication
EXAM
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

8. IMC - Exam
Content:
 The students are asked to prepare an integrated
marketing plan for a brand and present it
 The presentation should include an account of the
strategies chosen and their relation to relevant
theories and methods within IMC.
 The student may also be asked to include a case
analysis in the presentation.
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

9. IMC - Exam
Examples:
 Microsoft
 NIKE
 Apple
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA

10. IMC - Exam
Evaluation criteria:
 Ability to enter into dialogue with the teacher and
classmates in order to elaborate on and discuss aspects
of the cases
 Knowledge of basic principles for oral presentations as
well as good oral proficiency
01/17/14
PCTE GROUP OF INSITUTES,
LUDHIANA