Topic outline

  • Overview



    Conceptualization

    Students of BRE always prefer to work in a Real Estate and related company (suppliers of Real Estate), Bank, Housing Financing Companies etc. with a vision to attain the top most position in a selected area. In addition, many of them nurture a dream to become an entrepreneur. Thus, they require an in-depth knowledge of company orientation and various marketing philosophy to independently operate a construction unit or own business. In particular, this course attempts to provide an in-depth insight of integrated marketing communication principles, theories and practices applicable to any industry in local and international market. At large, it would strengthen students knowledge about integrated marketing communication for any product and services in hyper competitive market environment with ample focus on local and international market with the highest ethical standards. In addition, students can learn the know-hows of developing innovative products from consumers perspective to create value and capture value proposition through entrepreneurship development. The knowledge gained from this course is holistic and applicable to any part of their career in any work area.

    Objectives

    The specific objectives of the course are:

    This course is designed to provide a more in-depth understanding of marketing communications. Upon successful completion of this course, students will be able to

        • Identify and understand the major components of IMC and be
        • Familiar with prospects and constraints of each of them
        • Understand how IMC is being used by professionals in the market
        • Develop an IMC plan
        • Attain required skills to analyze actual business situations

    Learning Outcomes

    Upon completion of this course, students will be able to:
    • Use a vocabulary of marketing terms correctly.
    • Demonstrate the ability to critically evaluate a marketing program from consumer and marketing practitioner viewpoints, including consideration of ethical implications.
    • Communicate clearly, in an organized fashion, the concepts of marketing in both oral and written work.
    • Demonstrate an understanding of how marketing fits with the other business disciplines within an organization.

    • Assessment Strategy Forum

      Standard marks distribution guidelines of Daffodil International University

      Assessment Criteria

      Note: Class tests are considered as a continuous assessment. There are also provisions of performance viva in each segment. However, the teachers follow class room assessment, written test etc.


    • Forum on IMC

      [Your active participation in forum is highly encouraged]

    • Text Book File

  • Welcome message

    Dear Students,

    I Congratulate you for being so enthusiastic about learning and appreciate your drive for achieving success in life.For any problem  or help you can fix an appointment with me.Go to the counseling section and click on the given link .You can also reach me over phone   or email me anytime. My email address and phone number are given in my profile description. 

    Regards,

    DAA

    • Recorded welcome message


  • Welcome to the world of Integrated Marketing Communication

    Course Instructions:

    • All the students registered for this course have to enroll in Moodle
    • Students can find all the course materials from Moodle.
    • All the students have to submit the soft copy of their "Assignment" in Moodle under  assignment section created here and for this they will be graded here.
    • One discussion or feedback forum is created under each of the lecture Students have to give their feedback on these forum and marks will be given for their feedback
    • Any announcement regarding the class will be posted on Moodle. So they have to keep themselves always active on Moodle.

    • There will be 3 quizzes and evaluation of quizzes will be based on “Average”. “No 

      Best One” will be applicable. There is no chance to retake of quiz once it has been missed.

    • Try to submit all your assigned course work on time and avoid penalty for late submission.


    Course Contents:

    • Introduction to IMC
    • Role of IMC, target marketing process: segmentation, target market, positioning
    • Role of Ad Agencies, participants in the integrated marketing process: ad agency, client, media organizations
    • Communication Process, basic model of communication

    • Creative strategy in advertising

    • Media planning and strategy

    • Objectives and budgeting for the promotional program

    Course Outcomes: It is expected that the students will attain a clear understanding of Integrated Marketing Communications and thus be ready to take up challenges in the outside world when encountered

    Teaching Methods: 

    During class, we will clarify and analyze text materials. Class sessions may include lectures, small group discussions, and student presentations. Students are encouraged to play active role with teacher. Your insights and skills are an important part of the learning process for the entire class. You will be expected to share your opinions, knowledge, experience, insights and reflections by contributing to the class.


  • Chapter 1: Introduction To IMC

    Objective of this lecture:

    To teach the students about Integrated Marketing Communication so that they can use the knowledge in their academic and professional career.



    Lecture Outcomes:

    • Understand the concept of IMC,
    •  In depth idea about various elements of promotional mix
    •  Understand Roles of promotional tools in marketing

    Lecture Contents:

    •  Introduce the concept of IMC
    • Introduce various elements of promotional mix
    •  Roles of promotional tools in marketing

  • Chapter 2: Market Segmentation Targeting & Positioning

    Objective:

    The objective of this chapter is to make the understand different Level of Market Segmentation, Bases for Segmenting Consumer Market, Market Targeting, so that they can apply this concepts in future. 

    Lecture Outcomes:

    At the end of the session participant will be able to:

    1.  Able to understand the concepts of Segmentation, targeting and positioning

    2. Able to explain the bases for segmenting consumer market.

    Lecture Contents:

    • Bases of Market Segmentation
    • Rationale of segmenting markets
    • Targeting and positioning  
    • Tools for positioning


    • This video is about Positioning,segmentation and targeting.Go through this video this will give you idea about Positioning,segmentation and targeting. We will discuss about this topic elaborately  during class.



    • Multiple choice Interactive Content

      This is just an engagement game. It has nothing to do with the grading/scoring. This is just a fun activity.This is just simple  MCQ. You just need to select the correct answer this will help you to  assess your understanding of this chapter's concept. I will instruct you during the class also so don't worry.Lets see if you can choose the correct answer. 

    • Meet Recording URL

      Class on 21/10/2021

  • Chapter 3: The Role of Ad Agencies and Other Marketing Communications Organizations

    Objective:

    The objective of this chapter is to make students understand how companies organize for advertising and other aspects of integrated marketing communications.

    Lecture Outcomes:
    At the end of this chapter students will be able to understand how companies organize for advertising and other aspects of integrated marketing communications.

    Lecture Contents:

    • Role of Ad Agencies
    •  participants in the integrated marketing process:
    • ad agency, client, media organizations 

  • Quiz 1

    Items Description  Remarks 
    Topics 1-2 Introduction and Market Economy 
    Marks 15 3 (segment) x 5 = 15
    Time 45 min Each section must be attempted 

    • Quiz on IMC

      You have to watch the video as a sample and find out 1 emotional advertisement from YoiTube )provide the link) and explain why do you like this?

      https://youtu.be/ORqwX-rSSO0

  • Chapter 4: The communication Process

    Objective:

    The objective of this chapter is to make students Understand the basic elements of the communication process and role of communications in marketing

    Lecture Outcome:

    At the end of this chapter students will be able to understand basic elements of the communication process and role of communications in marketing.

    Lecture Contents:

    • Communication Process
    •  Basic model of communication

    • Go through this video. This video will help you to understand about the communication process


    • True/False Interactive Content

      This is just an engagement game. It has nothing to do with the grading/scoring. This is just a fun activity.This is just simple  True/False. You just need to select the correct answer this will help you to  assess your understanding of this chapter's concept. I will instruct you during the class also so don't worry.Lets see if you can choose the correct answer.

    • meet Recordings URL

      IMC [23/11/21]

  • Chapter 5: Establishing objectives and budgeting for the promotional program

    Objective of this lecture:

    To teach the students about different budgeting  techniques of promotional campaigns so that they can use the knowledge in their academic and professional career.

    Lecture Contents:

    • Differences between sales and communication objectives,
    •  Different budgeting approaches

    Learning Outcome:Upon completing this chapter,students will be able to:

    Understand differences between sales and communication objectives, understand different budgeting approaches.

    • Go through this video. This video is about Marketing/sales objective. This will give you a brief idea about Marketing/sales objective.


    • True/False Interactive Content

      This is just an engagement game. It has nothing to do with the grading/scoring. This is just a fun activity.This is just simple  True/False. You just need to select the correct answer this will help you to  assess your understanding of this chapter's concept. I will instruct you during the class also so don't worry.Lets see if you can choose the correct answer.

  • Midterm Exam: Date to be announced

    Midterm Exam syllabus & guidelines: 

    Chapter 1: Introduction To IMC

    Chapter 2: Market Segmentation Targeting & Positioning

    Chapter 3: The Role of Ad Agencies and Other Marketing Communications Organizations

    Chapter 4: The communication Process

    Chapter 5: Establishing objectives and budgeting for the promotional program

    Assessment Types

    1. MCQ/true/false/fill in the gaps: 10 marks
    2.  Conceptual /case based problem solving descriptive questions: 15 marks

    • Midterm Exam

      Items Description  Remarks 
      Topics 1-6 Intro, Marketing Mix, Segmentation 
      Marks  25 1( segment) = 25 [Physical]
      Time 1 hr. 30 min. each question must be attempted 

      • Chapter 6: Source, message and channel factors

        Objective:

        Objective of this lecture is to make the students Understand the considerations involved in selecting a source or communicator of a promotional message.

        Learning contents:

        • Source Credibility
        • Source Attractiveness
        • The Use of Celebrities
        • Risks of Using Celebrities
        • Message Factors
        Learning outcome : After completing this chapter students are expected to Understand the considerations involved in selecting a source or communicator of a promotional message.



        • Go through this video. This video is about Advantages and disadvantages of Celebrity endorsement.


        • True/False Interactive Content

           This is just an engagement game. It has nothing to do with the grading/scoring. This is just a fun activity.This is just simple True/False.. You just need to select the correct answer this will help you to  assess your understanding of this chapter's concept. I will instruct you during the class also so don't worry.Lets see if you can choose the correct answer.

        • Meet Recording URL

          Class on [30/11/2021]

      • Chapter 7: Creative strategy in advertising

        Objective:

        Objective of this lecture is to make the students Understand Different types of advertising appeals and advertising styles.

        Learning contents: Different advertising appeals and execution styles.

        Outcome: After completion of this chapter students are expected to understand Different types of advertising appeals and advertising styles.

      • Quiz-2

        Items Description  Remarks 
        Topics 3-4
        		 IMC, Advertising
        Marks 15 1 (segment) = 15
        Time 30 min Each section must be attempted 

        • Chapter 08 Designing Marketing Programs to Build Brand Equity

          Objective of this lecture:

          To teach the students about Designing Marketing Programs to Build Brand Equity so that they can have idea about new perspective of marketing,

          • Lecture outcome:

            • Identify some of new perspectives and development in marketing
            • Describe how marketers enhance product experience

          • Lecture Contents:

            • New perspectives on Marketing
            • Personalizing marketing
            • Experiential marketing
            • One to One marketing
            • Permission marketing
            • Mass customization
            • Relationship marketing


          • Video:  This video is about Experiential marketing . Go through this video this will give you idea about experiential marketing and its importance in today's marketing world . We will discuss about this topic during class.



          • Multiple choice Interactive Content

            • This is just an engagement game. It has nothing to do with the grading/scoring. This is just a fun activity.This is just simple  MCQ. You just need to select the correct answer this will help you to  assess your understanding of this modern marketing programs. I will instruct you during the class also so don't worry.Lets see if you can choose the correct answer.



        • Chapter 9: Media Planning

          Media Planning - Definition, Importance, Process Of Media Planning

          Objectives:

          To teach the students about Media planning and strategy so that they can use the knowledge in their academic and professional career to develop successful brand elements.

          Learning contents:

          • Basic terms and concepts in media planning, 
          • different scheduling techniques
          • reach vs. frequency

           

          Learning outcomes: After completing this chapter students are expected to have clear idea about Media planning and strategy


          • True/False Interactive Content

            This is just an engagement game. It has nothing to do with the grading/scoring. This is just a fun activity.This is just simple  True/False. You just need to select the correct answer this will help you to  assess your understanding of this Brand element concept. I will instruct you during the class also so don't worry.Lets see if you can choose the correct answer.

        • Quiz-3

          Items Description  Remarks 
          Topics 6-7
          		 Experimental Marketing
          Marks 15 1 (segment) = 15
          Time 30 min Each section must be attempted 

        • Assignment and presentation : The impact of Covid 19 on Advertising and promotional Strategies (Bangladeshi Perspective) Date: 16th August

        • Final exam: Date to announced

          Items Description  Remarks 
          Topic Topic 1-12 Topic 1-8 (30%) Topic 9-11 (70%)
          Marks  40 15+15+10(3 segment) = 40
           Time  2hr. 00 min.  each section must be attempted

          Final Term Syllabus

          Chapter 6: Source, message and channel factors

          Chapter 7: Creative strategy in advertising 

          Chapter 08 Designing Marketing Programs to Build Brand Equity

          Chapter 9: Media Planning


          Assessment Types

          1. Conceptual Part (25 marks)
          2. Mcq/ True/False/ Fill in the gaps ( 15 marks)

          • Topic 20

          • Assignment