COURSE PLAN_AD AND SP 2012.pdf
-
Upload
naveenanil -
Category
Documents
-
view
212 -
download
0
Transcript of COURSE PLAN_AD AND SP 2012.pdf
-
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