Integrated Marketing Communication

By Prof. Vinay Sharma   |   IIT Roorkee
Learners enrolled: 2591
About the course:
The objective of this course is to enlighten the participants with important aspects of planning, execution and evaluation of marketing communication and its strategies. This course is developed with a blend of theoretical lectures and various examples which will provide insights on real-life scenarios. The participants will be familiarized with integration of marketing communication modes and strategies for building brands. The learners will also get to know the importance of different media choices along with the reasons and methods of integrating different media. The discussion would also include understanding consumer behaviour and conducting IMC-related research. The course focuses on the strategic importance of IMC and highlights the centrality of the art of IMC with reference to driving businesses and organizations at large.

INTENDED AUDIENCE: Students of Marketing, Students who wish to learn Integrated Marketing Communication, Executives and Administrators.

PRE-REQUISITE: Basic understanding of fundamentals of Marketing will be beneficial.

INDUSTRY SUPPORT: All industries, institutions and even individuals who may think of promoting themselves and their products and services as brands.
Course Status : Completed
Course Type : Elective
Duration : 12 weeks
Category :
  • Management Studies
  • Marketing
Credit Points : 3
Level : Undergraduate/Postgraduate
Start Date : 23 Jan 2023
End Date : 14 Apr 2023
Enrollment Ends : 06 Feb 2023
Exam Registration Ends : 17 Mar 2023
Exam Date : 29 Apr 2023 IST

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

Page Visits

Course layout

Week 1: What is IMC?
Week 2: Current Trends and Design Thinking Outlook in IMC
Week 3: Consumer Behaviour 
Week 4: Objectives, Budgeting, and IMC as a Strategic Tool
Week 5: Historical Perspective of IMC
Week 6: Research Methods and IMC Planning
Week 7: Advertising
Week 8: Creativity: Planning and Execution
Week 9: Sales Promotion & Personal Selling
Week 10: Direct Marketing & Public Relations
Week 11: The Internet: Digital Marketing and Social Media Advertising
Week 12: Measurement & Ethical and Social Perspective of IMC

Books and references

  1. Semenik, R. J., Allen, C., O'Guinn, T. C., & Kaufmann, H. R. (2012). Advertising and promotions: An integrated brand approach. China: Couth-Western Cengage Learning.
  2. Belch, G.E., & Belch, M.A. (2017). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th Ed.). McGraw Hill Higher Education.
  3. Kotler, P., & Keller, K. L. (2017). Marketing management. (15th Ed.). Pearson India
  4. Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. New York: McGraw-Hill.

Instructor bio

Prof. Vinay Sharma

IIT Roorkee
Vinay Sharma is a Professor with the Department of Management Studies and a Joint Professor with Department of Design at Indian Institute of Technology (IIT) Roorkee, a 175 Years globally known Institution.He has around 28 years of Experience, in the areas of Marketing, Integrated Marketing Communication,Product and Brand Management, Innovation and Design Thinking, Business Opportunity Development,Market Development, Brand Development; IT enabled Services, Spiritual Orientation for Market Prosperity Development, Forest Bio residue-based Energy and Teaching for past Twenty years. 

His book publications include ‘Stop Predicting - Revisit Life: Lessons from Covid 19’, published by Bloomsbury India and released globally, 'Masters Speak; Management Education in India’, published by Bloomsbury India and 'Affordability for the Poor and Profitability for the Provider' wherein he has designed and proposed a specialized model acknowledged at various platforms. He has guided 12 PhDs, and a Post-Doctoral Research and 8 PhDs are being pursued. He has considerable experience of working with various organizations in the fields of Media, Information Technology and Social Development along with having worked with one of the largest read newspapers. Vinay Sharma has been teaching Marketing, Strategy and the allied subjects, at various prestigious institutions. He has contributed an Appendix on Rural Marketing in the 13th edition of Philip Kotler's Principles of Marketing.

He has published and presented around 85 papers, Chaired sessions at National and International platforms, developed and published 16 case studies based on primary research and has conducted more than 100 workshops, seminars, FDPs and MDPs also for CEOs and MDs along with senior executives. He is a member of the Editorial Board of several prestigious journals and is also a member of academic and advisory councils and Board of Management of prestigious institutions and bodies. He has also been a working group member of Ganga River Basin Environment Management Plan, a Pan IIT project.

The present course titled “Innovation, Business Models and Entrepreneurship” has been running for several years with around 30,000 registrations in total.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 
29 April 2023 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 8 assignments out of the total 12 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Roorkee.It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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