Advertising and Marketing - I (Theory)

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

 

COURSE OBJECTIVES:

This course will enable the students to-

  1. 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. Categorize the target market on the basis of  various characteristics

COURSE OUTCOMES:

Course

 

  Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Paper Code

Paper Title

VAA (G) 121

Advertising and Marketing - I (Theory)

 

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 appropriate media to reach the 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

 

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 proces
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
  • 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
Academic Year: 
2021-2022
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