LP IMC study materialfor mba and pgdmIV.pptx

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1. (PGM-42) Term IV 3 Credits Integrated Marketing Communication Insert Your Image Dr Arpita Srivastava Dr Arvind Bhatt Dr. Sailaja Bohara Mr. Darpan Majumdar Mr. Navneet Kumar

2. Vision of GLBIMR Mission of GLBIMR Program Education Objectives (PEO’s) Program Outcomes (PO’s) Course Objectives Course Outcomes Course Content Text Books and Reference Book Pedagogy Activities Assignment Course Assessment Components and Mapping with Course Outcome (CO’s) Assessment Presentation Flow

3. Vision and Mission To be an Institute of Global Repute for Imparting Knowledge, Skill Set, Confidence and Values for being Self-reliant and Pleasantly Employable To create a sustainable learning ecosystem to build cognitive potential To inculcate quality leadership, corporate understanding and global competence To inculcate entrepreneurial skills & startup attributes for the spirit of self-reliance

4. Program Education Objectives (PEO’s) CERTIFICATE PEO 1: To prepare technologically proficient graduates for impactful managerial roles in a dynamic business world. PEO 2: To enable graduates to lead effectively in global business environments, demonstrating ethical decision-making and sensitivity towards environmental sustainability. PEO 3: To develop entrepreneurial skills among the graduates by encouraging creativity and innovation and life-long learning for creating and capitalizing on business opportunities. PEO 4: To inspire graduates to demonstrate leadership and social accountability with compassion and integrity, fostering an inclusive ad diverse society.

5. PO1 Apply knowledge of management theories and practices to solve business problems Foster Analytical and critical thinking abilities for data-based decision making Ability to develop value-based leadership ability. PO3 Ability to understand, analyze and communicate global, economic, legal, and ethical aspects of the business. . Ability to lead themselves and others in the achievement of organizational goals, contributing effectively to a team environment. PO5 Continuous lifelong learning and professional development to enrich business knowledge and competencies.. Apply appropriate Information and Communication Technology (ICT) and digital tools for business decision making PO7 Program Outcomes PO2 PO4 PO6

6. Course Objectives COb1 COb2 COb3 To equip students with critical thinking and analytical skills to evaluate business news and its global economic implications To provide an in-depth understanding of industries, financial markets, and economic situations via current affairs and business news To develop students’ abilities to articulate informed opinions and arguments based on business news analysis COb1 COb2 COb3 COb4 COb5

7. Course Outcomes CO# Course Outcomes Bloom’s Taxonomy CO-1 Understand and identify the various key elements of an integrated marketing communications program and Emerging Concepts and Issues in Marketing Communications: Understand (L2) CO-2 Develop the cognitive skills to enable the application of the above knowledge to business decision making and activities Apply (L3) CO-3 Demonstrate the ability to critically evaluate and articulate integrated marketing communication strategies through Effective participation in group discussions, showcasing analytical thinking, persuasive communication and collaborative decision-making. Evaluate (5) CO-4 Analyze and evaluate effectiveness of overall Promotional Tools and Media. Analyze , Evaluate (Levels 4 & 5) CO-5 Enhancing creativity, critical thinking and analytical ability through developing an integrated marketing communication campaign Create (Level 6) CO-6 Demonstrate comprehensive understanding of IMC components including advertising tools, media strategies, emerging digital platforms and ethical/legal frameworks governing marketing communications. Understand, Analyse (Levels 2 & 4)

8. Course Content : Unit (I- V) Presentation Flow 01 Marketing Communication and IMC 02 03 04 Get a modern PowerPoint Presentation that is beautifully designed 05 IMC : Advertising Tools IMC Media and Promotion Tool: Sales Promotion IMC Promotional Tools: Direct Marketing, Personal Selling, Public Relation, Publicity and New Communication Media (Online and Mobile) IMC Ethics Regulation, Advertising Analysis &Evaluation

9. Presentation Designed Textbooks and References

10. Teaching Pedagogy P A R

11. Presentation Designed Assessment Matrix Assessment CO 1 CO 2 CO 3 CO 4 CO5 CO6 Total Marks Group Discussion (BMT)     10       10 Assignment (Replit.AI) (App Development) (AMT)         10   10 #Campaign Design (AMT)       10     10 Case Studies (BMT)     10       10 Mid Term Examination 10 10         20 End Term Examination 6 6 6 6 6 10 40 Grand Total 16 16 26 16 16 10 100

12. Activity 1. : Group Discussion (10 Marks) Group discussion for honing students’ brain storming and persuasive capabilities. A group consists of 5-6 students and the discussion will last for 10 minutes: Students will be judged on five parameters:   Expression & Command of Language Innovative Thinking Logical and Analytical Approach, Ability to convince, Initiative Taken (Opening, Closing Discussion). We will give 5 topics in advance to selected students

13. Activity 1. : Group Discussion (10 Marks) “Is influencer marketing the future of advertising or a fading trend?” “Should advertisements be regulated for promoting unrealistic beauty standards?” “Can AI-generated ads match human creativity?” “Is personalization in advertising crossing the line into privacy invasion?” “Does advertising during major sports events (like IPL, Olympics) justify the high ROI? “Greenwashing in advertising: Ethics or exploitation?” “Is humorous advertising effective in driving brand loyalty?” “Should political advertising be banned on digital platforms?” “Do emotional advertisements manipulate consumer decisions unfairly?” “Are short-form video ads (Reels, Shorts) replacing traditional 30-second commercials?”

14. Activity 1. : Evaluation Parameters Expression & Command of Language (02 Marks) Innovative Thinking (02 Marks) Logical and Analytical Approach (02 Marks) Ability to convince (02 Marks) Initiative Taken (Opening, Closing Discussion) (02 Marks)

15. Activity 1. : App Ki Baat: From Idea to Innovation App Development (10 Marks )

16. App Ki Baat: From Idea to Innovation App Development (10 Marks) Objective To enable PGDM students to conceptualize a mobile/web application idea using Replit’s design tools (or simple prototypes)focusing on user needs, UI/UX planning and IMC (Integrated Marketing Communication) strategy. App Idea Selection - Choose a business or social utility app idea (e.g., PGDM Student Buddy, Local Services App, Micro Savings App, etc.) Live Interface - Use Replit’s HTML/CSS template or Markdown project to create a basic static page (home screen, feature list, contact, etc.). Use images/icons/text only. No coding logic needed. 3. IMC Plan Integration - On one of the app pages (or as a section), present your marketing plan: • Target Audience • Media Strategy (Ads, Social, PR, Influencer, etc.), • Tagline & Positioning 4. Publish Live App Link- Make your Replit project public. Copy the live web URL and include it in your report/presentation. 5. Submit – Link  

17. App Ki Baat: From Idea to Innovation App Development (10 Marks) Video Tutorial Link : https://www.youtube.com/watch?v=Lq0FSpimDcs 1. App Idea Innovation & Relevance (2 marks) 2. User Interface Design (Mock-up) (2 marks) 3. Features Presentation (2 marks) 4. IMC Strategy (2 marks) 5. Live Replit App Submission (2 marks) Evaluation Criteria

18. Activity 3. : “Brand Buzz” Create an IMC Campaign for a Product, Service or Retailer” (10 Marks) Guidelines- The students have to provide the brand overview on which campaign is carried out, objectives of campaign, target audience profile, chosen social media , Creative copy. The creative must indicate the USP also. The hard copy of the report with objectives, target audience profile, social media used, copy of creative must be submitted by September 25,2025. (After MID TERM)

19. Activity 3. : “Brand Buzz” Create an IMC Campaign for a Product, Service or Retailer” (10 Marks) Evaluation Parameters- Brand Overview – 1 mark Campaign Objectives - 2 marks Target Audience Profile – 2 marks Social Media Platform - 1 marks Creative Copy and Design – 1 marks Over all Presentation - 2 marks

20. Activity 4 . : “Case Analysis” 01 02 04 All students will receive the complete set of cases in advance, and they are required to have all the cases spiral-bound. They must prepare the assigned case before the start of each unit of the course.  There are  5 cases in total, each aligned with a relevant unit of the course. The case discussions and presentations aim to enhance students' brainstorming and persuasive skills.  Link – CASE COMPODIUM

21. Activity 4 . : “Case Analysis” 01 02 04

22. News Updates (Current News Paper Article Analysis) In Classroom Discussion - 10 Minutes Daily

23. TimeLine Assessment MID TERM 1 . GD 2. App Ki Baat 3. Case Studies 4. Brand Buzz

24. Thank you