The purpose of this course is to equip learners with comprehensive knowledge and practical skills in designing, implementing, and evaluating integrated marketing communication strategies that create consistent, customer-focused brand messages across multiple channels in a dynamic marketplace.

Upon completion of this course, students should be able to:

1. Explain the key concepts, scope, and significance of Integrated Marketing Communication in modern marketing practice.

2. Apply appropriate communication tools and media channels to develop integrated promotional strategies.

3. Design coherent IMC campaigns aligned with brand positioning, audience needs, and communication objectives.

4. Evaluate IMC effectiveness using analytical metrics while integrating ethical, legal, and cultural considerations.

Introduction to Integrated Marketing Communication: Definitions, nature, and scope of IMC; evolution from traditional promotion to integrated communication; role of IMC in brand building and customer engagement. IMC Planning Process: Situation analysis, target audience identification, setting communication objectives, budget determination (top-down and bottom-up approaches), message strategy development. Communication Tools in IMC: Advertising (types, media, creative strategy), Sales promotions (consumer and trade promotions), Public relations and publicity, Personal selling, Direct and database marketing, Digital and social media communication, Experiential and event marketing. Media Strategy and Channel Selection: Media planning process, media scheduling, media buying, traditional vs. digital media, content strategy, role of influencers and mobile platforms. Message Design and Creative Development: Message appeals, copywriting, visual design, branding elements, storytelling techniques, cross-cultural messaging. Integrated Digital Communications: Social media platforms, search engine marketing, email marketing, content marketing, online advertising, mobile marketing, measurement of digital campaigns. IMC Execution and Coordination: Ensuring synergy across communication tools; agency roles; coordination of in-house and outsourced communication activities. IMC Measurement and Evaluation: Metrics for assessing IMC effectiveness—reach, engagement, conversion, ROI, customer lifetime value; pre-testing and post-testing tools. Emerging Issues in IMC: AI in marketing communication, programmatic advertising, marketing automation, personalization, data analytics, influencer ecosystems, sustainability communication. Ethical, Social, and Legal Issues in IMC: Advertising regulations, consumer protection, data privacy, ethical use of digital content, responsible communication, intellectual property in marketing communication.