Advertising Management-Practical

Paper Code: 
24CBSG414
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to evaluate and apply advertising concepts to increase market coverage in business scenario.

 

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24CBSG414

 

Advertising Management

(Practical)

 

CO127: Enhance analytical skills through case study presentation for topics related to advertising introduction.

CO128: Evaluate various advertising message, and advertising media through presentation on topics related to advertising appeals and advertising copies.

CO129: Examine about advertising budget and advertising agencies through group discussion on concepts of advertising budget and agencies

CO130: Enhance analytical skills through presentation on topics related advertising effectiveness and Ethical/Legal Aspects of Advertising in Indian business scenario.

CO131: Perfom and exhibit skills through their participation in role play activity related to sales promotion concepts of various companies.

CO132: Contribute effectively in course-specific interaction

Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) /Discussions

 

Learning activities for the students:

Role Play activities/ /Group Discussions/ Class presentation 

 

Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams

 

6.00
Unit I: 
Introduction to Advertising
  • Case Study Discussion on:                                                         DAGMAR approach, 5 M Model

 

6.00
Unit II: 
Advertising Message & Advertising Media
  • Presentation on topics relating to:

              Advertising appeals, Preparing an effective advertising copy

 

6.00
Unit III: 
Advertising budget And Advertising Agencies:

·            Group Discussion  on Concepts of:

               Methods of budgeting

6.00
Unit IV: 
Evaluating Advertising Effectiveness:

·         Presentation on topics relating to:

         Ethical and Legal Aspects of Advertising in India

6.00
Unit V: 
Sales Promotion:
  • Role Play activity on:
  • Consumer promotion: meaning, importance, tools.
  • Industrial promotion

 

Essential Readings: 
  • Mishra, M. N., Sales Promotion and Advertising Management, Himalaya Publishing House,Mumbai
  • Chunawalla, S. A., Sethia, K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai

 

References: 
  • Batra, Myers, Aaker, Advertising Management, Prentice Hall of India, New Delhi
  • Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur

 

e- RESOURCES:

  • International Business, Hill, Mc Graw Hill Education 

      https://www.expresslibrary.mheducation.com/bookshelf

  • International Business, Gupta,  Mc Graw Hill Education

      https://www.expresslibrary.mheducation.com/bookshelf

 

REFERENCE JOURNALS

  • International Marketing
  • The Indian Journal of Commerce

 

 

 

Academic Year: 
2024-2025
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