Integrated Marketing Communication and Sales force

By Dr. Soma Nath | St. Xavier’s College (Autonomous)

Learners enrolled: 523

The objective of this course is to help the students understand the principles, practice and elements of marketing communication and to provide a comprehensive managerial framework for integrated marketing communications programme. The course will give a broader concept of integrated marketing communication and how it becomes effective to the companies. The elements of integrated marketing communication are explained extensively. Sales force is a part of personal selling. Personal selling is an element of integrated marketing communication. In today’s market driven economy interactive marketing is essential. Sales force is vital to create that interaction between company and the customers.

Summary

Course Status :	Upcoming
Course Type :	Elective
Language for course content :	English
Duration :	8 weeks
Category :	Management Studies
Credit Points :	2
Level :	Undergraduate
Start Date :	14 Jul 2025
End Date :	31 Oct 2025
Enrollment Ends :	31 Aug 2025
Exam Date :	12 Dec 2025 IST
NCrF Level	5.5
Exam Shift: :	I

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week-1

Module 1: Concept of advertising

Module 2: Classification of advertising

Module 3: Integrated marketing communication

Week-2

Module 4: Models for marketing communication: DAGMAR and AIDAS

Module 5: Media Planning
Module 6: Media in advertising: Print media

Week-3

Module 7: Media in advertising: Electronic media

Module 8: Media in advertising: Other media
Module 9: Advertising agencies: concept and functions

Week-4

Module 10: Testing of advertising: Pre testing and Post testing

Module 11: Sales Promotion: concepts and functions
Module 12: Sales Promotion: strategies

Week-5
Module 13: Personal selling

Module 14: Public relation

Week-6

Module 15: Direct marketing

Module 16: Network scheduling
Module 17: Organization of the sales force

Week-7

Module 18: Sales forecasting: concepts and techniques

Module 19: Sales forecasting: Techniques

Module 20: Motivating the sales force

Week-8

Module 21: Compensation of sales force

Module 22: Territory management

Module 23: Sales quotas.

Books and references

1. Kotler, Philip. Marketing Management. NewDelhi. Mcmillan India Ltd., 1999.

2. Batra, Rajeev., Myers, John G., Aaker, David A. Advertising Management. New Delhi. Prentice-Hall of India Private Limited., 2003.

3. Kazmi, S H H, Batra, Satish K. Advertising & Sales Promotion. New Delhi. Excel Books, 2016.

4. Belch, G.E., (2014). Advertising: An integrated marketing communication perspective. McGraw Hill.

5. Belch, G.E and Belch, M.A., "Evaluating the Effectiveness of Elements of Integrated Marketing Communications: A Review of Research," Occasional Paper, San Diego State University, 2016.

6. Kliatchko, J.G., "Towards a New Definition of Integrated Marketing Communications (IMC)," International Journal of Advertising, Vol 24, No. 1, 2005, pp. 8-9; Ichul, L., Han, D. and Schultz, D., "Understanding the Diffusion of Integrated Marketing Communications," Journal of Advertising Research, Vol. 44, No. 1, 2004, pp 31-45.

Instructor bio

Dr. Soma Nath

St. Xavier’s College (Autonomous)

Dr. Soma Nath is a Post graduate and Ph. D. in Commerce from the University of Calcutta in 2018. Her research interest includes supply chain management and its sustainability in different sectors, namely, jute, dairy, fast moving consumer goods and large format retailing. Presently working as an Assistant Professor, U.G. Department of Management, and PG department of St. Xavier’s College (Autonomous). She has 12 years of teaching experience of the UG department. She has contributed an article along with her supervisor in the book Emerging Issues on Inclusive Growth, Business and Environment, edited by J. Felix Raj, Dominic Savio, S. L. Chakravarty and Samrat Roy. She has presented a paper in National Seminar on BENCHMARKING ENVIRONMENTAL INITIATIVES, organized by Department of Business Management, University of Calcutta on AN OVERVIEW OF SUSTAINABLE SUPPLY CHAIN MANAGEMENT.

Course certificate

• Internal Assessment- Weekly assessments released in the course shall be considered for Internal Marks and will carry 30 percent for the Overall Result. Out of all weekly assignments, the best/top five scores will be considered for the final Internal Assessment marks.

• End-term Assessment - The final exam shall be conducted by NTA, and will carry 70 percent for the overall Result.

• All students who obtain 40% marks in the internal assessment and 40% marks in the end-term proctored exam separately will be eligible for the SWAYAM Credit Certificate.

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