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IMC 1 - Introduction

This document outlines an introduction and expectations for an Integrated Marketing Communication course taught by Davinder Singh. It includes an overview of Singh's background and expertise, as well as the course sections, assessment criteria, group project details, and expectations for class participation and preparation. Students are asked to choose a brand for assignments and are given directions on a group exercise and the next class topic of online marketing, including a presentation and assignment on developing a trade and consumer promotion.

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amanraaj
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45 views

IMC 1 - Introduction

This document outlines an introduction and expectations for an Integrated Marketing Communication course taught by Davinder Singh. It includes an overview of Singh's background and expertise, as well as the course sections, assessment criteria, group project details, and expectations for class participation and preparation. Students are asked to choose a brand for assignments and are given directions on a group exercise and the next class topic of online marketing, including a presentation and assignment on developing a trade and consumer promotion.

Uploaded by

amanraaj
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PDF, TXT or read online on Scribd
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Integrated Marketing Communication (IMC)

Davinder Singh

Prepared by Davinder Singh for classroom discussion

Faculty Introduction
Davinder Singh Consulting +25yrs industry exp., Coca-Cola Co., Fosters, Jagatjit Ind., NDDB, CavinKare Director, New Product Coml., Coca-Cola India CEO CavinKare Worked in India, Central Asia and Nigeria Pursuing PhD from MDI, Gurgaon Interested in Golf, Swimming, Sudoku, Jazz Dancing Contact @ 98999 89190 [email protected] @dsinghtaru
Prepared by Davinder Singh for classroom discussion

Sections Covered
1. 2 3. 4. 5. 6. 7. 8. Sales Promotions Online Alternative marketing Direct Marketing Event Marketing PR Ethics Evaluating
Prepared by Davinder Singh for classroom discussion

Assessment
Class Participation Assignment/Quiz End Term : 5%(attendance) + 5% (discussion) :10% (best 2 scores out of 3 or 4 ) : 20%

Group & Brand


Groups for Project and assignments Choose one brand for all assignments Inform about group and brand by 18/12

Prepared by Davinder Singh for classroom discussion

Your Expectations

Prepared by Davinder Singh for classroom discussion

Hole in the Wall

Prepared by Davinder Singh for classroom discussion

My Expectations
Come prepared to participate, Not just to ans Qs but To ask Qs & discuss them

Ground Rules
Come prepared No Late entries , grace of 5 min. Listen to ALL Speak to ALL Mobiles on silent Sleeping ?
Prepared by Davinder Singh for classroom discussion

IMC - What do you understand ?

Prepared by Davinder Singh for classroom discussion

Sales Promotion
What is SALES PROMOTION? Activities which directly promote the sales How is it different from ADVERTISING? Proximity to sales or transaction Integrated to each other

Prepared by Davinder Singh for classroom discussion

Promotion Types
Consumer : target consumer, interact with consumer, direct benefit to consumer Trade : target intermediary or trade, benefit to trade.

Prepared by Davinder Singh for classroom discussion

Group Exercise
Review the newspaper for various sales promotions advertised Identify the various types of promotions Classify and name the various types Time : 10 mins.

Prepared by Davinder Singh for classroom discussion

Types of Consumer Promotions


Price Off / Discount Premia Bonus Packs/ Quantity Contests / Sweepstakes Sampling Coupons Refunds / Rebates

Prepared by Davinder Singh for classroom discussion

Consumer Promotion
Factors to be considered for Consumer Promotion Objective (Business) Target Consumer Segments existing behavior (purchase & consumption) Define the desired change in behavior. Mechanics of promotion Time required to prepare and execute Cost and Benefit analysis

Prepared by Davinder Singh for classroom discussion

Pros & Cons Consumer Promo.


Pros Increased sales Greater accountability Supports & enhances advertising Cons Increased cost Can decrease brand equity

Prepared by Davinder Singh for classroom discussion

Next Class Preparation


Topic : On Line Marketing Chapter 9 of Clow & Baack For the Groups chosen brand Study the online presence website/FB page/ other social media sites/ e-commerce presence Give egs of good & poor activities Make presentation in class on 19/12 all groups Presentation time 5 mins/group
Prepared by Davinder Singh for classroom discussion

Assignment
For the brand chosen by the group, develop 1 trade promotion activities 1 consumer promotion activities

State Objective to be achieved Reasons for choosing the mechanism How would the results be measured?
Submission : 24/12/13 typed in class Page Limit : 3 pages (max.) typed. Not hand written, please
Prepared by Davinder Singh for classroom discussion

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