MBA 152(2nd & 4th level)

Tutorial Lecture Plan

Course Name: MBA 4320 Integrated Marketing Communication
Semester: 152
Tutor Name: Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

Date

Lecture
One

Two

Three

Four

Five

Six

Seven

Topics/Unit/ Chapter
The IMC Foundation: IMC, Communication & IMC
Programs, Integrated Marketing Communications, An
Integrated IMC Plan, IMC Components, The Value of
IMC Plans, Globally Integrated Marketing
Communications.
Corporate Image and Brand Management:
Corporate Image, Promoting the Desired Image,
Corporate Name, Corporate Logos, Branding, Brand
Equity, Brand Extensions & Flanker Brands, CoBranding, Private Brands, Packaging, Labels,
Positioning.
Buyer Behaviors: , Consumer Purchasing Process,
Information Search, Evolution of Alternatives, Trends
in the International Buying Environment, Business-toBusiness Buyer Behavior, Factors Affecting Members
of Business Buying Centers, Types of B-2-B Sales, The
B-2-B Buying Process, Trends in the B-2-B Buying
Environment, Dual Channel Marketing.
Promotions Opportunity Analysis: Promotions
Opportunity Analysis, Communication Market Analysis,
Establishing Marketing Communications Objectives,
Establishing Communications Budget, Types of
Budget, Budgeting Expenditures, Preparing
Promotional Strategies, Market Segmentation, Market
Segmentation by Consumer Groups, B-2-B
Segmentation, Implications for GIMC Programs.
IMC Advertising Tools: Advertising Management,
Marketing
Power,
Overview,
of
Advertising
Management, Advertising & the IMC Process, Choosing
& Advertising Agency, Advertising Planning &
Research, The Roles of Advertising Account
Executives, The Roles of Creatives, Advertising
Campaign Management, Communication Market
Analysis, Advertising Goals, The Advertising Budget,
Media Selection, The Creative Brief.
Advertising Design: Theoretical Frameworks &
Types of Appeals: The Creative Brief, Advertising
Theory, Types of Advertising Appeals, The Structure of
an Advertisement.
Advertising Design: Message Strategies &
Executional Frameworks: Message Strategies,

Eight

Nine

Ten

Eleven

Twelve

Thirteen &
Class
Evaluation
Test
Fourteen

Executional Frameworks, Sources & Spokespersons,

Creating an Advertisement, Advertising Effectiveness.
Advertising Media Selection: Media Strategy,
Media Planning, Advertising Objectives, Achieving
Advertising Objectives, Media Selection, Media Mix,
Media Selection in B-2-B Markets, Media Selection in
International Markets.
IMC Promotional Tools: Trade Promotions: The
Nature of Trade Promotions, Types of Trade
Promotions, Objectives of Trade Promotions, Concerns
in Using Trade Promotions.
Consumer Promotions: Types of Consumer
Promotional Tools, Planning for Consumer Promotions,
B-2-B Programs, International Consumer Promotions
Programs.
Personal Selling: Database Marketing &
Customer Relationship Management: Personal
Selling, Retail Sales, Retail Sales Presentations, B-2-B
Personal Selling, Managing the B-2-B Selling Process,
New Trends in B-2-B Personal Selling, Personal Selling
in International Markets, Database Marketing, Direct
Marketing, Permission Marketing, Frequency Programs,
Customer Relationship Management.
Public Relations, Sponsorship Programs, &
Regulations: Public Relations, PR Functions,
Identifying Stakeholders, Assessing Corporate
Reputation, Auditing Corporate Social Responsibility,
Creating Positive Image-building Activities, Preventing
or Reducing Image Damages, Sponsorships & Event
Marketing, Marketing Communications Regulations,
Industry Regulation of Negative Marketing.
IMC Integration Tools: Internet Marketing:
Marketing Functions on the Internet, E-Commerce,
Types of C-Commerce, IMC & the Internet, Marketing
Activities on the Internet.
IMC for Small Businesses & Entrepreneurial
Ventures: Types of Ventures, Major Challenges,
Starting a Company, Finding Customers, Advertising
Small Businesses, Making Customers Advocates.
Evaluating an Integrated Marketing Program:
Matching Methods with IMC Objectives, Message
Evaluations,
Evaluation
Criteria,
Behavioral
Evaluations, Evaluating PR Activities, Evaluating the
Overall IMC Program.