Course Catalogue

Module           : MKT304:  Advertising Management

Programme    : BBA

Credit Value : 12

Prerequisite    :

 

General Objectives:

  • To impart knowledge and develop skill among the participants in the field of marketing communication
  • To give student a broad perspective and understanding of fast-growing and challenging business areas of advertising.
  • To improve the skills for advertising by mastering techniques and principles. This may help students to plan an advertising campaign, consult about advertising and work with advertising sections of a firm.

 

Learning Outcomes:

Upon successful completion of the module, student is expected to:

  • demonstrate the knowledge and understanding of key terms and concepts in advertising and promotion.
  • critically examine the role of advertising within the marketing function.
  • explain how the advertising affects to individuals, organisations, markets and society.
  • demonstrate an understanding of the role of the marketing communication manager in carrying out integrated marketing communications.
  • critically evaluate and explain the techniques of advertising management.
  • develop a good media plan.

 

CONTENT

Unit-I: Understanding Advertising                                                                    (10 Hours)

Advertising as tool of marketing communication, integrated marketing communication, role of advertising in marketing mix.

 

Unit-II: Benefits of Advertising                                                                                      (8 Hours)

Types and classification of Advertising, Economic and social aspects of advertising.

 

Unit-III: Message Strategy and Tactics                                                                          (12 Hours)

Attention and Comprehension, Understanding the benefit based attitudes, brand, image, personality, Creative approach for Message development, Copy writing.

 

Unit-IV: Media Strategy and Tactics                                                                               (8 Hours)

Types of Media, Selecting Media: budget and planning.

 

Unit-V: Global Marketing and Advertising                                                                  (12 Hours)

Advertising Rules and Regulations, Advertising for various types of business, Global marketing and advertising.

 

 

Teaching Strategies

  • Group Discussions
  • Case Analysis
  • Presentations
  • Group Projects
  • Lectures

 

Assessment

  • Assignments                                        20%
  • Case studies & presentation                30%
  • End-Semester Exam                           50%

Total                           100%

 

Essential Texts

1.   Batra, R., Mayers, J.G., Aaker, D.A.(2007), Advertising Management, Prentice Hall, New Delhi, INDIA.

2.   Willam Wells, John Burnett, Sandra, Advertising: Principles and Practices (7th edition), Motilal Banarsidass Publishers, New Delhi.

 

References

3.                           Berg, B.A. and Katz, H. (1999), Advertising Principles, NTC Business Books.

4.                           Wells, B. Advertising Principles and Practices. Morairty. Prentice Hall, New Delhi, INDIA

5.                           Belch, G.E. And Belch, M.A. (2004). Advertising and Promotion, an integrated marketing communication perspective. Boston. Irwin McGraw Hill.

6.                           Arens, W.F.(2002). Contemporary Advertising. McGraw Hill, Inc.