Week 1

Content

SESSION I
Course Summary, Expectations, Fundamentals of Advertising

Week 2
Content
Pre-reading
Methodology
Group Project

SESSION II
How advertisement works? Key terms, Structure of Advertising and
Promotion world
Ch: 1, 2, 3, 5
Project Presentation and discussion
Working of an Advertising Agency: Case of Fireworks

Week 3
Content
Pre-reading
Methodology

SESSION III
Integrated Marketing Communication- Definition, Concepts
Ch: 3, 5
Case discussion (Cadburys)

Week 4
Content
Pre-reading
Methodology

SESSION IV
Marketing Communication Mix, Ethical and Social issues
Ch: 2 & IMC from Sem II text book.
Caselets

Week 5
Content

SESSION V
Marketing Communication Planning: Advertising Planning and
Objectives. Brand Equity, Ad Budgeting.
Ch: 7
Case / Exercises
Media relevant calculations

Pre-reading
Methodology
Project
Week 6
Content
Pre-reading
Methodology
Week 7
Content

SESSION VI
Media Planning and Strategy, Media Research; Research as a strategic
advertising tool.
Ch: 6
Case Continuation

Pre-reading
Methodology

SESSION VII
Creative Strategy; advertising appeals; creative tactics and format, creation
and process
Ch: 12, 13, 14
Project Presentations

Week 8
Content

SESSION VIII
Ad agency, functions Advertising Scheduling and Execution

Pre-reading
Methodology

All earlier chapters

Guest Lecture

Week 9
Content

SESSION IX
Advertising Agencies: Organisational set-up, types of ad agencies,
compensation, selection of ad agency.
Ch: 4, 11
Caselets and Exercises

Pre-reading
Methodology
Week 10
Content
Pre-reading
Methodology

SESSION X
Sales Promotion, Scope, Sales promotion mix; Developing sales
promotion campaign; Implementation
Ch: 16 and portions from Sem II text book
Project Presentation

Week 11
Content

SESSION XI
Sales promotion budget and sales promotion evaluation; effect of sales
promotion on brand equity
Case
Ch: 16, 17

Pre-reading
Methodology
Week 12
Content

SESSION XII
Trends in Sales Promotion; Evaluation, Future of Sales Promotion; Future
of Marketing Communication
Caselets and Presentations
Ch: 18, 19

Pre-reading
Methodology

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
#
1
2
3
4
5

Criteria
Assignments / Project
Workshop Organisation and Participation
Model Exam
Attendance
Series Test
Total

Max. Marks
10
10
7.5
5
7.5
40