Integrated Marketing Communication and Sales Management Notes
Subject Overview
The third Marketing group elective, covering the IMC planning model and advertising management, direct marketing/
Subject at a glance
4
Units
28
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Role of IMC in the marketing process
- IMC planning model and components
- communication process
- advertising appeals and design
- advertising agencies
- budgeting
- media planning and creative strategy
- 1
Review the marketing plan
- 2
Analyse the promotional situation
- 3
Analyse the communication process
- 4
Set budget
- 5
Develop the IMC programme
Ads, PR, direct, digital
- 6
Monitor, evaluate and control
Study guide
This unit covers IMC's role, planning model and components, the communication process, advertising appeals and design, agencies, budgeting, media planning and creative strategy. Critique a real campaign's creative strategy.
- Direct marketing features and strategies
- push-pull promotion strategies
- publicity and public relations tools
- corporate advertising
- monitoring/evaluation/control of advertising
- international and internet advertising
Aimed at
Channel members
End consumers
Tools
Trade discounts, personal selling
Advertising, consumer promotions
Suits
Low brand loyalty, impulse goods
Strong brands, high involvement
Study guide
You study direct marketing, push-pull strategies, publicity and PR tools, corporate advertising, evaluation and control and international and internet advertising. Compare push and pull strategies in a real campaign.
- Objectives of sales management
- sales organization types and setup
- personal selling theories
- market and sales potential
- sales forecasting methods
- sales-related product/distribution/pricing policies
Executive opinion
Managers' judgement
Sales force composite
Reps' estimates
Buyer intention surveys
Time series
Trend and seasonality
Market test
Trial in a region
Study guide
You study sales management objectives, sales organisation, personal selling theories, sales potential, forecasting and sales policies. Practise a simple sales forecast.
- Sales budget
- territories
- quotas
- control of sales
- sales meetings and contests
- organizing displays and exhibitions
- sales manager qualities and functions
- types of salesmen
- customer psychology
- 1
Set sales budget and quotas
- 2
Assign territories
- 3
Motivate
Meetings, contests
- 4
Measure performance
- 5
Analyse variances
- 6
Take corrective action
Study guide
You study sales budgets, territories, quotas, control, meetings, contests, displays, exhibitions, the sales manager's qualities and customer psychology. Design a territory and quota plan.
Why Integrated Marketing Communication and Sales Management Matters
Promotion and sales are the visible side of marketing, with many entry roles in advertising, brand and sales management.
How to Prepare for Integrated Marketing Communication and Sales Management
- Analyse integrated campaigns of well-known brands.
- Practise a sales pitch and quota planning.
- Learn the elements of the promotion mix.
Integrated Marketing Communication and Sales Management: Frequently Asked Questions
What is IMC?
Integrated marketing communication coordinates all promotional tools to deliver a consistent message to customers.