Advertisement Management Syllabus NEP 2024 [BCOM 2ND Sem Dibrugarh University]

BACHELOR OF COMMERCE PROGRAMME (FYUGP)

DETAILED SYLLABUS OF BCOM 2ND SEMESTER

SEMESTER-II

Title of the Course: ADVERTISING MANAGEMENT

Course Code: MINCOM2

Nature of the Course: Minor

Course Credit: 04 credits

Distribution of Marks: 80 (End Sem) + 20 (In-Sem)

Objective: To acquaint the students with the meaning of Advertising and its planning as well as Decision Making for the selection of the target market, segmentation, media as well as the creative contents.

UNITS – I. FOUNDATION OF ADVERTISING              (20 Marks)

Field of Advertising (Advertiser, facilitating Institutions, Perspectives on Advertising) Advertising Planning (Framework, Situation Analysis, marketing Plan) Decision Making in Advertising (Persuasion Process, Facilitating Agencies,

UNITS – II. OBJECTIVE SETTING AND POSITIONING        (20 Marks)

Integrated marketing Communication (sales promotion, action-oriented Communication, Public Relations, Integrating the Different Elements) Setting Goals and Objectives (Behavioural Dynamics, DAGMAR Approach, Specifying the target Segment) Segmentation and Positioning (Determinants, strategies for segmentation and position, decision making)

UNITS – III. MESSAGE STRATEGY            (20 Marks)

Attention and Comprehension (Recall, Comprehension, and Interpretation) Understanding Benefit based attitude (level and components, attributes, multi-attribute models (2 nos.)) Word-of-mouth Advertising

UNITS – IV. MEDIA STRATEGY                 (20 Marks)

Art of Copy Writing (Illustrating, layout, Types of Commercials, Creative Styles) 6 - - II III Setting Media Budget (Economic analysis, market experimentation and Budgeting, Regression analysis for Budgeting) Media tactics (Media class, vehicles, option decisions)

Modes of In-Semester Assessment:                        (20 Marks)

® One Sessional Examination – 10 marks

® Other (any of the following listed below) – 10 marks

▪ Group Discussion

▪ Assignment

▪ Seminar Presentation on any of the relevant topics

▪ Hands-on-learning

Learning Outcomes: On successful completion of the course, the students will be able to:

1. Understand the efforts to be made while developing an advertisement and the various decisions to be made while creating an advertisement.

Suggested Readings:

1. Baines P., Fill C., Page K., adapted by Piyush K. Sinha, Marketing, Asian Edition, Oxford University Press.

2. Philip Kotler, Kevin Lane Keller, Marketing Management, Pearson Education Ltd.

3. Jaishri Jethwaney, Shruti Jain, Advertising Management, Oxford University Press, India.

4. Rajeev Batra, John G Myers and David A Aaker, Advertising Management, Eastern Economy Edition, Prentice Hall India.

5. Frank Jefkins – Revised by Daniel Yadin, Advertising, Pearson Education Ltd.

6. Geeta Naidu, Pooja Dhaktod, Advertising Management, Sai Jyoti Publication.

Note: Latest edition of text books may be used.