Advertising and Marketing - I (Theory)

Paper Code: 
VAA(I) 121
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to-

  1. Identify, understand and differentiate various types of advertising and advertising media.
  2. Summarize the need and importance of marketing in the current scenario
  3. Explain the relation between the 4 P’s of marketing
  4. Classify the factors influencing Consumer Behaviour
  5. Choose the target market on the basis of various market segmentation

 

COURSE OUTCOMES:

Course

 Course Outcomes

Learning And Teaching Strategies

Assessment Strategies

Paper Code

Paper Title

VAA(I) 121

 Advertising and Marketing - I (Theory)

 

 

 

The Students Will Be Able To-

CO1: Classify  types of advertising on the basis of area, functions, stages & audience

CO2:Categorise and evaluate the market

CO3:Classify and differentiate advertising media

CO 4:Explain and classify marketing and its philosophies

 

CO 5:Classify and categorize core concepts of marketing

 

CO 6:Summarize the factors affecting consumer behaviour

 

CO 7:Assess how to position a product effectively in the market

 

 

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

 

6.00
Unit I: 
Types of Advertising

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
6.00
Unit II: 
Advertising Media

▪ Above the line media
▪ Below the line media

6.00
Unit III: 
The Emerging Role of Marketing
  • 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
6.00
Unit IV: 
Consumer Behavior
  • 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
6.00
Unit V: 
Market Segmentation & Target Marketing
  • Types of Segmentation
    1. Demographic
    2. Geographic
    3. Psychographic
    4. Behavioral
    5. Benefit
  • Market Targeting
  • Product Positioning
References: 

BOOKS RECOMMENDED:

 

  • 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
  • Jaishri Jethwaney, 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, Mithileshwar Jha, Marketing Management, Pearson, Fourteenth Edition
Academic Year: 
2020-2021
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