Week 1 SESSION I

Content Course Summary, Expectations, Fundamentals of Advertising

Week 2 SESSION II

Content How advertisement works? Key terms, Structure of Advertising and

Promotion world

Pre-reading Ch: 1, 2, 3, 5

Methodology Project Presentation and discussion

Group Project Working of an Advertising Agency: Case of Fireworks

Week 3 SESSION III

Content Integrated Marketing Communication- Definition, Concepts

Pre-reading Ch: 3, 5

Methodology Case discussion (Cadburys)

Week 4 SESSION IV

Content Marketing Communication Mix, Ethical and Social issues

Pre-reading Ch: 2 & IMC from Sem II text book.

Methodology Caselets

Week 5 SESSION V

Content Marketing Communication Planning: Advertising Planning and

Objectives. Brand Equity, Ad Budgeting.

Pre-reading Ch: 7

Methodology Case / Exercises

Project Media relevant calculations

Week 6 SESSION VI

Content Media Planning and Strategy, Media Research; Research as a strategic

advertising tool.

Pre-reading Ch: 6

Methodology Case Continuation

Week 7 SESSION VII

Content Creative Strategy; advertising appeals; creative tactics and format, creation

and process

Pre-reading Ch: 12, 13, 14

Methodology Project Presentations

Week 8 SESSION VIII

Content Ad agency, functions Advertising Scheduling and Execution

Pre-reading All earlier chapters

Methodology Guest Lecture

Week 9 SESSION IX

Content Advertising Agencies: Organisational set-up, types of ad agencies,

compensation, selection of ad agency.

Pre-reading Ch: 4, 11

Methodology Caselets and Exercises

Week 10 SESSION X

Content Sales Promotion, Scope, Sales promotion mix; Developing sales

promotion campaign; Implementation

Pre-reading Ch: 16 and portions from Sem II text book

Methodology Project Presentation

Week 11 SESSION XI

Content Sales promotion budget and sales promotion evaluation; effect of sales

promotion on brand equity

Pre-reading Case

Methodology Ch: 16, 17

Week 12 SESSION XII

Content Trends in Sales Promotion; Evaluation, Future of Sales Promotion; Future

of Marketing Communication

Pre-reading Caselets and Presentations

Methodology Ch: 18, 19

Suggested Text Books:

Advertising Planning and Implementation: Sangeeth Sharma, PHI

Advertising: Principles and Practice: Wells, Burnett and Moriarty. 7th edn, Pearson

05. ALLOCATION OF INTERNAL MARKS

# Criteria Max. Marks

1 Assignments / Project 10

2 Workshop Organisation and Participation 10

3 Model Exam 7.5

4 Attendance 5

5 Series Test 7.5

Total 40