Introduction to the Course:

Explore and discover the dynamic and fascinating world of Integrated Marketing Communications (IMC). With companies making huge investments in connecting & engaging with their consumers/stakeholders to enhance their brand & market power, IMC is a ‘must-know’ for every marketing student/professional.

The course provides a strong foundation in understanding and using IMC as a key strategic tool in Marketing and Brand Equity building in a ‘VUCA’ world, empowering students to apply and enhance their knowledge in industry or research.

The course is divided into 4 modules. Each module will illustrate the concepts, principles and frameworks, through examples, case-lets, case studies and assignments.

 

Course Objectives:

On successful completion of the course a student should be able to:

• Describe and explain the fundamental concepts and principles of IMC 
  
• Comprehend how the various tools of IMC work and categorize & select them
  
• Identify and outline the various players in the IMC industry
  
• Develop inspiring creative briefs and evaluate creative work
  
• Plan IMC campaigns and assess their effectiveness