Bachelor of Management Studies (B.M.S.) Integrated Marketing Communication and Advertising Syllabus - Mumbai University 2026
This is the TY BMS syllabus under NEP 2020, in force from the academic year 2026-27, examined under form 2225161. The University still sets the earlier Choice Based papers alongside it — forms 2M00155 and 2M00156, whose documents are below — so check which scheme your exam form names before you revise.
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Syllabus for Integrated Marketing Communication and Advertising
Module I: Introduction to Integrated Marketing Communication
- Meaning, Features of IMC, Evolution of IMC, Reasons for Growth of IMC. • Promotional Tools for IMC, IMC planning process, Role of IMC in Marketing • Communication process, Traditional and alternative Response Hierarchy Models • Establishing objectives and Budgeting: Determining Promotional Objectives, Sales vs Communication Objectives, DAGMAR, Problems in setting objectives, setting objectives for the IMC Program.
- Ethics and Marketing communication – stereotyping, targeting vulnerable customers, offensive brand messages – legal issues – Commercial free speech, misleading claims, puffery, fraud, questionable B2B practices • Current Trends in IMC – Internet & IMC, Advertising on internet, PR through Internet Banner, Sales promotion on Internet, direct marketing on internet.
Module II: Introduction to Advertising
- Meaning, Features of IMC, Evolution of IMC, Reasons for Growth of IMC. • Promotional Tools for IMC, IMC planning process, Role of IMC in Marketing • Communication process, Traditional and alternative Response Hierarchy Models • Establishing objectives and Budgeting: Determining Promotional Objectives, Sales vs Communication Objectives, DAGMAR, Problems in setting objectives, setting objectives for the IMC Program.
- Ethics and Marketing communication – stereotyping, targeting vulnerable customers, offensive brand messages – legal issues – Commercial free speech, misleading claims, puffery, fraud, questionable B2B practices • Current Trends in IMC – Internet & IMC, Advertising on internet, PR through Internet Banner, Sales promotion on Internet, direct marketing on internet.
Reference Books
- 1 Belch, Michael, “Advertising and Promotion: An integrated marketing communications perspective” Tata Mcgraw Hill 2010
- 2 Mohan,Manendra“Advertising Management Concept and Cases”,Tata Mcgraw Hill 2008
- 3 Kleppner,Rassell J;Thomac,Lane W , “Advertising Procedure”,Prentice Hall 1999
- 4 Shimp,Terence, “Advertising and promotion :An IMC Approach”,Cengage Learning 2007
- 5 Sharma, Sangeeta and Singh, Raghuvir “Advertising planning and Implementation”,Prentice Hall of India 2006
- 6 Clow ,Kenneth E and Baack, Donald E “Inetegrated Advertising Promotion and Marketing Communication”,Pearson Edu 2014
- 7 Duncan,Tom,“Principles of Advertising and IMC”,Tata Mcgraw Hill Pub 2006
- 8 Belch, Michael, Belch,George “Advertising and Promotion: An integrated marketing communications perspective” Tata Mcgraw Hill 2010
- 9 Clow ,Kenneth E ;Baack, Donald E “Integrated Advertising Promotion and Marketing Communication”,Pearson Edu 2014
- 10 Duncan,Tom,“Principles of Advertising and IMC”,Tata Mcgraw Hill Pub 2006
- 11 Shah, Kruti ;D’Souza, Allan, “Advertising and IMC”,Tata Mcgraw Hill 2014
- 12 Shimp,Terence, “Advertising and promotion :An IMC Approach”,Cengage Leaarning 2007
Reproduced from the University of Mumbai syllabus for Bachelor of Management Studies (B.M.S.) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.