Indian Institute of Management Kozhikode

eEPM 04

Marketing Communications Management

Course Outline Course Faculty: Dr. Keyoor Purani, kpurani@iimk.ac.in Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Brands have learnt that the ability to communicate effectively and efficiently with their target 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, full-service 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, Public Relations, Product Placements, etc. This course focuses on planning and decision making issues with regard to traditional communication tools such as advertising and sales promotions along with managing emerging communication tools. Course Objectives: To develop an understanding of role of various marketing communication tools in brand management and appreciate the concept of IMC. To understand decision variables and conceptual frameworks involved in managing advertising and other marketing communications tools. To examine role of advertising/ external communication agency and processes of their selection and review to organize and implement communication plans and decisions. Text Book: Belch, George, Belch, Michael and Purani, Keyoor; Advertising and Promotion: An Integrated Marketing Communications Perspective, Indian Edition, 2010, Tata McGrawHill, New Delhi Additional Readings: Duncan, Tom; Advertising & IMC, Tata McGrawhill, New Delhi Clow, Kenneth and Baack Donald; "Integrated Advertising, Promotion and Marketing Communications", Pearson Education, Delhi Batra Rajeev, Myers John and Aaker David, "Advertising Management", Prentice Hall of India, New Delhi Belch, George and Belch, Michael; Advertising and Promotion: An Integrated Communications Perspective, Tata McGrawHill, New Delhi Evaluation Mix: Class Participation and Case Assignments: Quizzes (2): End Term Exam

20% 30% 50%

Course Content and Session Plan: Session # 1-2 3-4 5-6 Topic IMC- Concept, function, tools Advertising Planning Framework & role of Research Creative Strategy & Planning Advertising Campaign Development Process Choosing and Working with advertising agency Campaign Execution Copy Testing and Measuring Advertising Effectiveness Advertising Media Planning Media Optimization & Implementation Interactive communications campaign Sales Promotion Mix Sales Promotion Design Variables Public Relations campaign planning Direct Marketing campaign design variables and tools Social Media and Consumer Driven communications Pre Class Readings BBP Ch.1, 5, 6, 7 BBP Ch. 8, 9 Case: Gillette Dry Idea (A) BBP Ch. 3 BBP 19 Case: Gillette Dry Idea (B) BBP 10, 11, 12

7-8

9-10

11-12

BBP 16 Case: Giant Consumer Products BBP 14, 15, 17

Note:

It is compulsory for participants to read the case, analyze it and submit the analysis answering specific assignment questions through LMS before the respective class on an individual basis The analysis and case copy must be brought to the class for discussions 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 conceptual clarity.