| 1 |
Classes begin – Overview of course. |
| 2 |
An Introduction to IMC and the Role of IMC in the marketing process, The Communication Process, Emerging Trends in IMC. |
| 3 |
Fundemental Marcom Decisions: Segmetation, Targeting and Positioning |
| 4 |
Buyer Behavior and Establishing Marcom Objectives |
| 5 |
Establishing budgeting for the promotional program and Advertisement Campaign Management |
| 6 |
Advertising Design (Message Strategies, Types of Advertising Appeals, Executional framework, Spokesperson) |
| 7 |
Sales promotion (consumer promotions vs. trade promotions. Tv and radio; Print media) |
| 8 |
Midterm |
| 9 |
Database marketing and personal selling. Viral mkt and public relations |
| 10 |
The history of the internet, the effect on the advertising, web development. internet ad formats. Social Media Marketing |
| 11 |
Alternative Marketing. |
| 12 |
SEO and SEM. Content marketing, Location based advertising, remarketing and behavioural marketing |
| 13 |
International Advertising and Promotion |
| 14 |
Evaluating an IMC program (Evaluation Metrics, Message Evaluations, Evaluation Criteria, Online Evaluation Metrics, Behavioural Evaluation) |
