Unit 1: Introduction to Integrated Marketing Communication (IMC): Definition, Evolution, Role of IMC, IMC Planning Process, Promotional Mix Tools, Global IMC Concepts, Elements and Strategies, Value of IMC Plans, Need for Consistency and Cohesion, Benefits of IMC Plans, Paradigm Shift from Mass Communication to Personal Communication Channels. Practical Task: Analyze a Successful Global IMC Campaign (e.g., Coca-Cola's "Share a Coke") and Identify How Consistency and Cohesion were Maintained Across Various Channels. (6+6) Unit 2: Advertising and Message Strategies: Definition, History, Role and Functions of Advertising, Types of Advertising, 5 M?s of Advertising, Social, Ethical, and Regulatory Aspects, Message Strategies and Execution Frameworks, Advertising Design and Appeals, AIDA Model, DAGMAR Model, ATRN Model, DRIP Model, Structure of an Advertisement, Copywriting for Various Media, Advertising Ecosystem, Advertising in the Age of Technology (AR, VR), Advertising Laws, Ethics, and Intellectual Property Rights. Case Study: Evaluate the Use of AR in IKEA's Advertising Campaigns and Discuss the Impact on Consumer Engagement and Brand Perception.