Integrated Marketing Communication – IMC (MBA notes, case studies)

What is integrated marketing communication (IMC)?

Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers.

In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost effectiveness.

The various components of IMC are as follows:-

1. The Foundation
2. The Corporate Culture
3. Brand Focus.
4. Consumer Experience
5. Communication Tools
6. Promotional Tools
7. Integration Tools

Integrated marketing communication has successfully been used by many corporations to formulate an advertising approach that reaches to consumers and also resonates with them.

Academic Questions, Projects, Assignments on Integrated Marketing

Management (MBA) questions on Integrated Marketing:

Question: This assignment is an individual assignment that requires research, critical thinking, and creativity. You are an event organizer for a Conestoga College student event. Your role in the event is to determine the primary target market, the best advertising medium to use and ad creation.

The Event: Food Truck Event in College Campus

This event will be held in the college campus. The goal of the event is to bring people together with good food and great music. There will be different food trucks and local entertainment. The event is being organized by College’s official student association. The event is free.

Part 1: Primary Target Market Profile (1 page)

Research the student population as Conestoga College using the links provided.
Create a detailed one-page target market profile for the primary attendee for this event 

Part 2: Ad Creation (1 page)

• A. Using the information in Part 1, research what the best medium would be to advertise this event to the primary target market and explain your reasoning.
• B. Create a name for the event that would create interest.
• C. Create an ad using PPT, Word, Canva, social platform and paste it into your assignment.

Ad suggestions could include a social media ad, social media page, poster, direct mail postcard, website ad, website banner, flyer, landing page, a script for the college radio station etc.

Include all pertinent information for the event – Creative liberty is encouraged, and you can add information to the event to make it your own.

Content – The profile should include specific information about the primary target audience. The assignment should show that the content is specific and shows a good grasp of the information that is being communicated. Content should be supported with research

Research – The topic was well-researched and discussed. The individual has qualified their research and demonstrates engagement with the topic and their understanding of it. Research sources are appropriate. There is evidence of depth of research and planning.

Creativity – The ad shows evidence of creative and original thinking in presenting the information. Visuals, titles and additional details are included to make the ad dynamic and encourage people to attend the event.

Technical – Citation and sources properly noted (APA style).

Q) You are a young entrepreneur and have just opened your own Digital Advertising agency. How would you go about acquiring new Clients?

Q) You are a young entrepreneur who has launched an app for parents of toddlers to help kids learn and develop cognitive skills through various interactive activities between parents and children. Explain the Integrated Marketing process you will use to launch the product?

Q) Case Study
Ranveer Singh – Brand Ambassador Kellogg’s Oats
Assume you are a Brand Manager for Kellogg’s oats and you have tied up with Ranveer Singh as the Brand ambassador.
a. Think of an interesting active integration of Kellogg’s oats in the next Ranveer film.
b. How would you leverage Ranveer Singh to promote your brand?

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