A two days workshop on Integrated Marketing Communication (IMC) was organized for third semester students of 2017-2018 batch on 27th & 28th July 2018. Mr Indranil Banerjee, General Manager, Research & Analytics, Initiative Media (India), New Delhi visited our school and facilitated the workshop. The topics covered under the workshop included the followings:
1/ What is IMC? Why is it required?
2/ What is understood by advertising? Revisit some reference Advertisements. Critique?
3/ Why do brands communicate?
4/ Communication framework
1/ Target group identification
3/ Communication strategy
4/ Measurement of Ad effectiveness