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:


Day 1:

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 

Day 2:

1/ Target group identification

2/ Budgeting

3/ Communication strategy

4/ Measurement of Ad effectiveness