Coming soon
ADVERTISING AND MARKETING - I (Theory)
COURSE OBJECTIVES:
The course will enable the students to-
- Understand and differentiate various types of advertising and advertising media
- Summarize the need and importance of marketing in the current scenario
- Explain the relation between the 4 P’s of marketing
- Classify the factors influencing Consumer Behaviour
- Categorize the target market on the basis of various characteristics
COURSE OUTCOMES:
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Course |
Course Outcomes |
Learning And Teaching Strategies |
Assessment Strategies |
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Course Code |
Course Title |
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VAA(I) 121 |
Advertising and Marketing - I (Theory)
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The Students Will - CO1: Analyze the significance of marketing for creating an effective strategy to meet the organizational goals CO2: Identify and categorize the factors influencing the consumer behaviour to create a content for the advertisement to attract the consumers CO3: Classify types of advertising to plan an appropriate advertising strategy for spreading information among the target group CO4: Identify and categorize the ways in which market can be segmented to prepare and place the advertisement in right media to reach right target at right time and right place |
Approach In Teaching: Interactive Lectures, Discussion, Tutorials, Reading Assignments, Multiple Points Of View
Learning Activities For The Students: Self-Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation |
Class Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects |
To study the various kinds of advertising depending upon –
- Area Coverage: Local, Regional, National and International
- Audience: Consumer, Industrial, Trade and Professional
- Functions: Direct and Indirect advertising, Action advertising, Primary and Selective advertising
- Advertising stages: Pioneering, Competitive and Retentive
- Above the line media
- Below the line media
- Introduction to Marketing
- The importance of marketing
- What is marketed?
- Core concepts of marketing
- Philosophies of marketing
- Marketing Mix: 4Ps – Product, Price, Place and Promotion
- The Market
- How does consumer behavior work?
- The Consumer Audience
- Social/ Cultural influences on consumer decisions
- Psychological influences on consumer decisions
- Behavioral influences on consumer decisions
- The consumer decision process
- Types of Segmentation
- Demographic
- Geographic
- Psychographic
- Behavioral
- Benefit
- Market Targeting
- Product Positioning
Suggested Text Books/Suggested Reference Books:
- Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson, Ninth Edition
- Henry Assael, Consumer Behaviour and Marketing Action, Cengage Learning, Sixth Edition
- J. Paul Peter, Jerry C. Olson, Consumer Behaviour and Marketing Strategy, McGraw Hill, Eighth Edition
- Srabanti Mukherjee, Consumer Behaviour, Cengage Learning, Fourth indian Reprint,
- Suraj Singh, Advertising Media, Centrum Press, First Edition
- Jack Z. Scissors, roger B. Baron, Advertising Media Planning, McGraw Hill Education(India) Private Limited, Seventh Reprint 2017
- JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
- Philip Kotler, Gary Armstrong, Principles of Marketing, Pearson, Fifteenth Edition
- Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private Limited, Fifth Edition
- Neeru Kapoor, Principles of Marketing, PHI Learning Private Limited
- Philip Kotler, Marketing Management, Pearson, Eleventh Edition
- Dhruv Grewal, Michael Levy, Marketing, Tata McGraw Hill Education Private Limited, Second Edition
- Philip Kotler, Kevin Lane Keller, Abraham Koshy, MithileshwarJha, Marketing Management, Pearson, Fourteenth Edition
- P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan
E-Resources:
- Classification of Advertising Based on Area Coverage, Audience, Media, Functions (getuplearn.com)
- Classification of Advertising Based on Area, Audience & Media (themediaant.com)
- What is Broadcast Advertising? Types and Ethics - Business Jargons
- What is Print Advertising? Features and Types - Business Jargons
- 6 Advertising Media Channels: Importance & Examples | Marketing Evolution
- What is Media Planning? definition, media, plan, media, mix, media, vehicle, frequency, reach, and media planning process - Business Jargons
- Media Selection, Planning, and Scheduling: Key Considerations - hmhub
- Media Planning: A Complete Guide for Marketers | Marketing Evolution
- Marketing in Business: Strategies and Types Explained (investopedia.com)
- What Is Marketing? Basics of Marketing & Types | Built In
- Marketing Management Philosophies: Five Philosophies with Examples (toppr.com)
- Marketing Management Philosophies - GeeksforGeeks
- https://archive.mu.ac.in/myweb_test/sybcom-avtg-eng.pdf
- https://www.theseus.fi/bitstream/handle/10024/80777/Frolova_Svetlana.pdf
- https://seekscholar.com/sites/default/files/role%20of%20marketing.pdf
- https://www.iare.ac.in/sites/default/files/lecture_notes/IARE_CB_Lecture...
- https://ebs.online.hw.ac.uk/EBS/media/EBS/PDFs/Consumer-Behaviour-Course...
- https://ddceutkal.ac.in/Syllabus/MCOM/Consumer_Behaviour.pdf
Reference Journals:
- Journal of Advertising Research (EBSCO)
- Journal of Current Issues & Research in Advertising (EBSCO)
- International Journal of Advertising (EBSCO)
- Journal of Consumer Behaviour (EBSCO)
- International Journal of Advertising & Marketing to Children (EBSCO)
- Journal of Interactive Advertising (EBSCO)
- Journal of International Marketing & Marketing Management (EBSCO)
- British Journal of Marketing (EBSCO)
- Journal of Promotion Management (EBSCO)
- Public Relation Journal (EBSCO)
- Journal of Marketing (JSTOR)
- The Journal of Personal Selling & Sales Management (Proquest ABI/INFORM Global)
- The Public Relations Journal (Proquest ABI/INFORM Global)
