Integrated Marketing Communication Course | IIT Roorkee | Prof. Vinay Sharma
Course Details
| Exam Registration | 1361 |
|---|---|
| Course Status | Ongoing |
| Course Type | Elective |
| Language | English |
| Duration | 12 weeks |
| Categories | Management Studies, Marketing |
| Credit Points | 3 |
| Level | Undergraduate/Postgraduate |
| Start Date | 19 Jan 2026 |
| End Date | 10 Apr 2026 |
| Enrollment Ends | 02 Feb 2026 |
| Exam Registration Ends | 20 Feb 2026 |
| Exam Date | 18 Apr 2026 IST |
| NCrF Level | 4.5 — 8.0 |
Why Integrated Marketing Communication is the Key to Modern Business Success
In today's fragmented media landscape, where consumers are bombarded with messages across countless channels, a disjointed marketing approach is a recipe for wasted budget and diluted impact. Integrated Marketing Communication (IMC) is the strategic solution—a holistic framework that aligns all communication tools to deliver a consistent, compelling, and unified brand message. It's no longer a luxury but a necessity for building strong brands and driving business growth.
Learn IMC from an Award-Winning Industry Expert & IIT Professor
Mastering IMC requires learning from those who have successfully theorized and practiced it. This is where the distinguished Prof. Vinay Sharma of IIT Roorkee brings unparalleled value. A professor with the Department of Management Studies and a joint professor with the Department of Design, Prof. Sharma is a thought leader with around 30 years of experience.
His expertise is nationally recognized, having been conferred with The National Teacher's Award 2024 by the Hon'ble President of India. His credentials extend beyond academia into real-world application, including contributions to Philip Kotler's Principles of Marketing and the development of impactful models for social and business innovation.
Course Overview: A 12-Week Journey into Strategic IMC
This meticulously designed 12-week course is tailored for undergraduate/postgraduate students, executives, and administrators. It moves beyond theory to provide actionable insights for planning, executing, and evaluating powerful marketing communication strategies.
Intended Audience: Marketing students, professionals seeking to master IMC, executives, and administrators.
Prerequisite: A basic understanding of marketing and management fundamentals is beneficial.
Industry Support: Relevant for all industries, institutions, and individuals aiming to promote their products, services, or personal brands effectively.
Detailed 12-Week Course Curriculum
The course layout is structured to build your knowledge from the ground up, culminating in a comprehensive understanding of IMC's strategic role.
| Week | Module Title | Key Focus Areas |
|---|---|---|
| Week 1 | What is IMC? | Foundational concepts and the importance of integration. |
| Week 2 | Current Trends and Design Thinking Outlook in IMC | Innovative approaches and future-facing strategies. |
| Week 3 | Consumer Behaviour | Understanding the target audience's decision-making process. |
| Week 4 | Objectives, Budgeting, and IMC as a Strategic Tool | Setting goals, allocating resources, and strategic planning. |
| Week 5 | Historical Perspective of IMC | Evolution of marketing communication practices. |
| Week 6 | Research Methods and IMC Planning | Data-driven insights for crafting effective IMC plans. |
| Week 7 | Advertising | Traditional and modern advertising principles and practices. |
| Week 8 | Creativity: Planning and Execution | Developing compelling and innovative campaign creative. |
| Week 9 | Sales Promotion & Personal Selling | Short-term incentive strategies and direct sales techniques. |
| Week 10 | Direct Marketing & Public Relations | One-to-one communication and managing public perception. |
| Week 11 | The Internet: Digital Marketing and Social Media Advertising | Core digital channels, SEO, content marketing, and social media strategy. |
| Week 12 | Measurement & Ethical and Social Perspective of IMC | Evaluating campaign ROI and understanding ethical responsibilities. |
Essential Reading Materials & Resources
To complement the lectures, the course references seminal texts in the field, ensuring a robust theoretical foundation:
- Semenik, R. J., et al. (2012). Advertising and promotions: An integrated brand approach.
- Belch, G.E., & Belch, M.A. (2017). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th Ed.).
- Kotler, P., & Keller, K. L. (2017). Marketing management (15th Ed.).
- Ries, A., & Trout, J. (2001). Positioning: The battle for your mind.
Transform Your Marketing Approach with Expert Guidance
This course is more than just a series of lectures; it's an opportunity to learn the art and science of IMC from a National Award-winning professor who bridges academic excellence with practical, industry-relevant experience. Whether you aim to build a powerful brand, launch successful campaigns, or advance your career in marketing, this program provides the strategic toolkit you need.
By enrolling, you gain insights from an instructor whose work is acknowledged by the Academy of Marketing Science and whose courses on platforms like NPTEL have already empowered thousands of learners. Take the step to master the integrated approach that defines modern marketing success.
Enroll Now →