1. To understand the concept and importance of Integrated Marketing Communications in contemporary marketing practice.
2. To learn how to develop effective IMC strategies aligned with organizational goals and target audience needs.
3. To explore various marketing communication channels and their integration for optimal campaign performance.
4. To develop skills in message creation, content development, and creative execution across different media platforms.
5. To analyze and evaluate IMC campaigns using relevant metrics and performance indicators.
6. To cultivate critical thinking and problem-solving abilities in designing and executing integrated marketing communication plans.
7. To gain hands-on experience through practical projects, simulations, and real-world case studies.

1. Introduction to Integrated Marketing Communications
2. IMC Planning Process and Strategy Development
3. Understanding Target Audience and Consumer Behavior
4. Brand Positioning and Message Development
5. Traditional Advertising and Media Planning
6. Digital Marketing and Online Advertising
7. Social Media Marketing and Community Engagement
8. Public Relations and Corporate Communication
9. Direct Marketing and Sales Promotion
10. Event Marketing and Sponsorship
11. Content Marketing and Branded Entertainment
12. Creative Execution and Campaign Management
13. Measurement and Evaluation of IMC Campaigns
14. Ethics and Regulatory Considerations in IMC
15. Emerging Trends and Future Directions in IMC

Teaching Methods:

• Lectures: Interactive lectures covering key concepts, theories, and case studies related to IMC.
• Case Studies: Analysis of real-world IMC campaigns to understand best practices and lessons learned.
• Group Projects: Collaborative projects to develop IMC strategies, creative concepts, and campaign plans.
• Workshops: Hands-on workshops focusing on specific IMC tools, platforms, and techniques.
• Guest Speakers: Inviting industry professionals to share insights and experiences in IMC practice.
• Simulations: Role-playing exercises and simulations to simulate the IMC planning and execution process.

Assessment Methods:

• IMC Campaign Project: Development and presentation of a comprehensive IMC campaign plan for a selected product or brand.
• Case Study Analysis: Analysis of IMC case studies with a focus on strategy, execution, and results.
• Quizzes and Exams: Assessing understanding of key concepts, theories, and principles through quizzes and exams.
• Presentations: Individual or group presentations of IMC campaign plans, creative concepts, or campaign evaluations.
• Participation: Active participation in class discussions, workshops, and group activities related to IMC.

• Textbooks:

  • "Integrated Advertising, Promotion, and Marketing Communications" by Kenneth E. Clow and Donald E. Baack
  • "Strategic Integrated Marketing Communications" by Larry Percy and Richard Elliott
  • "Advertising & IMC: Principles and Practice" by Sandra Moriarty, Nancy Mitchell, and William D. Wells

• Lecture Slides:

  • PowerPoint presentations covering key topics in Integrated Marketing Communications, including IMC planning process, target audience analysis, message development, media planning, and campaign evaluation.

• Case Studies:

  • Harvard Business School cases and other case studies focusing on successful and unsuccessful IMC campaigns across different industries and regions.
  • Case studies from industry publications and journals highlighting IMC strategies, creative executions, and campaign outcomes.

• Readings and Articles:

  • Academic articles and research papers on topics such as consumer behavior, branding, media planning, digital marketing, and public relations in the context of IMC.
  • Articles from marketing and advertising magazines like AdAge, Adweek, and Marketing Week, featuring industry trends, best practices, and case analyses.

• Video Lectures and Tutorials:

  • Recorded video lectures by experts in the field covering IMC fundamentals, case studies, and emerging trends.
  • Tutorials on specific IMC tools and platforms such as Google Ads, Facebook Ads Manager, Hootsuite, and Adobe Creative Suite.

• Online Resources:

  • Interactive online modules and tutorials on topics like brand positioning, message development, media planning, and campaign optimization.
  • Webinars and podcasts featuring discussions on current trends, innovations, and challenges in integrated marketing communications.

• Templates and Tools:

  • IMC planning templates for developing comprehensive IMC plans, including situation analysis, objectives, strategies, tactics, and budget allocation.
  • Creative brief templates for guiding the development of advertising and promotional materials, ensuring alignment with IMC objectives and brand guidelines.

• Simulation Exercises:

  • IMC simulation games and exercises that simulate real-world scenarios, allowing students to make strategic decisions related to campaign planning, execution, and optimization.
  • Role-playing exercises for practicing client-agency interactions, media negotiations, and crisis management in the context of IMC campaigns.

• Supplementary Materials:

  • Podcast episodes and TED talks on topics such as storytelling, persuasion, creativity, and innovation in marketing communication.
  • Whitepapers, industry reports, and thought leadership pieces from advertising agencies, marketing research firms, and industry associations.

• Discussion Questions and Assignments:

  • Thought-provoking discussion questions and assignments to stimulate critical thinking and application of IMC concepts to real-world situations.
  • Group projects and case analyses requiring students to develop IMC strategies, creative concepts, media plans, and campaign evaluations.

1. Industry Publications:

   • AdAge: A leading source for news, analysis, and insights in the advertising and marketing industry.
   • Adweek: Provides breaking news, in-depth analysis, and commentary on advertising, media, and branding.
   • Marketing Week: Offers marketing news, trends, and analysis with a focus on strategic marketing and brand management.

2. Marketing Research Tools:

   • Nielsen: Provides data and insights on consumer behavior, media consumption, and advertising effectiveness.
   • Kantar: Offers market research, media monitoring, and advertising effectiveness solutions for marketers.
   • comScore: Provides digital analytics, audience measurement, and advertising validation services for online marketers.

3. Industry Associations:

   • American Advertising Federation (AAF): A national association representing the advertising industry, offering networking events, professional development opportunities, and industry resources.
   • Public Relations Society of America (PRSA): Provides resources, training, and networking opportunities for PR professionals, including those involved in integrated marketing communications.

4. Online Learning Platforms:

   • LinkedIn Learning: Offers courses and tutorials on various aspects of marketing communications, including advertising, public relations, digital marketing, and branding.
   • Skillshare: Provides classes on advertising, copywriting, social media marketing, and design, which are relevant to integrated marketing communications.

5. Research Journals:

   • Journal of Advertising: Publishes research articles on advertising theory, practice, and effects.
   • Journal of Marketing Communications: Covers research on marketing communications strategies, campaigns, and consumer responses.
   • Journal of Interactive Advertising: Focuses on research related to online advertising, digital marketing, and interactive media.

6. Professional Blogs and Websites:

   • HubSpot Marketing Blog: Offers articles, guides, and resources on inbound marketing, content marketing, and marketing automation.
   • Neil Patel's Blog: Provides insights and tips on digital marketing strategies, SEO, and online advertising.
   • Moz Blog: Offers resources and guides on search engine optimization (SEO), content marketing, and online visibility.

7. Podcasts:

   • Marketing Over Coffee: A podcast covering marketing trends, tactics, and tools, hosted by John Wall and Christopher Penn.
   • The Digital Marketing Podcast: Offers insights and interviews on digital marketing strategies, hosted by Ciaran Rogers and Daniel Rowles.
   • The Mad Marketing Podcast: Provides discussions on marketing strategy, content marketing, and brand storytelling, hosted by Marcus Sheridan.

8. Social Media Communities:

   • LinkedIn Groups: Join groups related to marketing, advertising, and digital media to network with professionals, share insights, and participate in discussions.
   • Twitter Chats: Participate in Twitter chats related to marketing topics using relevant hashtags, such as #MarketingChat or #AdChat.
     
     These resources offer a mix of industry insights, professional development opportunities, and practical tools that can enhance the learning experience in an Integrated Marketing Communications course.

Instructions:

• This assessment consists of multiple-choice questions, scenario-based questions, and short-answer questions.
• Read each question carefully and select the best answer or provide the most appropriate response.
• You have 60 minutes to complete the assessment.
• There are a total of 20 questions, each worth varying points.
• Ensure you submit your answers before the time limit expires.
• Good luck!

Section 1: Multiple Choice Questions

1. What does IMC stand for? a) Internet Marketing Corporation b) Integrated Media Communications c) Integrated Marketing Communications d) International Marketing Coordination

2. Which of the following is NOT a component of IMC? a) Advertising b) Public Relations c) Sales Promotion d) Product Development

3. Which marketing communication approach emphasizes the use of consistent messaging across multiple channels? a) Mass Marketing b) One-way Communication c) Integrated Marketing Communications d) Guerrilla Marketing

4. Which of the following is an example of owned media? a) Television commercial b) Newspaper advertisement c) Company website d) Sponsored social media post

5. Which stage of the IMC planning process involves identifying target audiences and understanding their needs? a) Message Development b) Channel Selection c) Audience Analysis d) Campaign Evaluation

Section 2: Scenario-based Questions

6. You are developing an IMC campaign for a new eco-friendly household cleaning product. Outline the steps you would take to identify the target audience and understand their preferences and behaviors.

7. Your company is planning to launch a new mobile app. Describe how you would integrate various marketing communication channels to promote the app effectively to the target audience.

8. You are managing a crisis situation where negative publicity is affecting your company's reputation. Explain how you would use IMC principles to address the crisis and rebuild trust with stakeholders.

Section 3: Short Answer Questions

9. Define the term "brand positioning" and explain why it is important in IMC.

10. Describe three advantages of using social media as part of an integrated marketing communications strategy.