Communication and Management 15 months Flagship Program
The marketing communication is going through rapid changes with the development of new technologies resulting in more options available for the marketers in client side and agency side as well. Integrating various marketing communication options in a right manner is a great challenge for the marketers. A trained IMC professional takes in to consideration the holistic view of complete marketing horizon to prepare effective communication plan that meets the business objectives. He/She is not only concerned about the results in terms of numbers but also the financial impact of the same on the organization.
How PGIMC is different than the other post graduate programs in business administration and communication?
The regular MBA courses deal with business administration and not with business 'communication' which in fact is the core of any marketing communication plan. While MBA programs are broad based dealing with marketing, finance and HR etc. as elective subjects, however IMC students learn to develop meaningful integrated marketing communication programs connecting brand with consumers and other stakeholders and thus developing effective relationship with them.
Similarly other programs like mass communication, advertising, PR etc. focus on one discipline only.
“Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and results into maximum profit at minimum cost. IMC focuses on comprehensive plan of promotional mix comprising of Print , Electronic , Outdoor , Digital Marketing , Direct Marketing, Sales and Product Promotion, Public Relation , Experiential Marketing and evaluates the strategic roles of these disciplines to provide ideal balance for clarity, consistency and maximum communication impact”.
What is Integrated Marketing Communication?
IMC is customer centric result oriented strategic approach to marketing which manages internal and external communication resources to produce specific behaviour amongst specific group of individuals leading to predictable return on investment.
Strategic, not just tactical approach to planning
Behavioral objectives, not just communications measurements
Accountable for return on investment