Advertising & Marketing - I (Theory)

Paper Code: 
24VAA(G)121
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to understand and differentiate various types of advertising and media, summarize the need and importance of marketing in current scenario, explain the relationship between the 4 P’s of marketing, classify factors influencing consumer behaviour, and categorize target markets based on various characteristics.

 

Course Outcomes: 

 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course

Code

Course Title

24VAA(G)121

Advertising & Marketing -  I

(Theory)

CO1: Categorize the types of advertising and select the appropriate media to reach the target market at right time and right place

CO2: Develop integrated marketing communication plans that strategically combine ATL and BTL approaches to maximize reach and engagement

CO3: Analyze the significance of marketing for creating an effective strategy to meet the organizational goals

CO4:  Categorize and analyze the factors influencing the consumer behaviour to create a content for the advertisement to attract the consumers

CO5: Develop detailed profiles for target market segments and assess the impact of segmentation on product positioning and competitive advantage

CO6: Contribute effectively in course-specific interaction

Approach in Teaching: Interactive Lectures, Discussion, Tutorials, Reading Assignment, Multiple Points of View

 

Learning Activities for The Students: Self-Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

Continuous Assessment Test, Semester end examination, 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 Behaviour
  • How does consumer behaviour work?
  • The Consumer Audience
  • Social/ Cultural influences on consumer decisions
  • Psychological influences on consumer decisions
  • Behavioural influences on consumer decisions
  • The consumer decision process
6.00
Unit V: 
Market Segmentation & Target Marketing
  1. Types of Segmentation
    • Demographic
    • Geographic
    • Psychographic
    • Behavioural
  2. Market Targeting
  3. Product Positioning

 

Essential Readings: 
  1. Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson, Ninth Edition
  2. Henry Assael, Consumer Behaviour and Marketing Action, Cengage Learning, Sixth Edition
  3. J. Paul Peter, Jerry C. Olson, Consumer Behaviour and Marketing Strategy, McGraw Hill, Eighth Edition
  4. Srabanti Mukherjee, Consumer Behaviour, Cengage Learning, Fourth indian Reprint,
  5. Suraj Singh, Advertising Media, Centrum Press, First Edition
  6. Jack Z. Scissors, roger B. Baron, Advertising Media Planning, McGraw Hill Education(India) Private Limited, Seventh Reprint 2017
  7. JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  8. Philip Kotler, Gary Armstrong, Principles of Marketing, Pearson, Fifteenth Edition
  9. Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private Limited, Fifth Edition
  10. Neeru Kapoor, Principles of Marketing, PHI Learning Private Limited
  11. Philip Kotler, Marketing Management, Pearson, Eleventh Edition
  12. Dhruv Grewal, Michael Levy, Marketing, Tata McGraw Hill Education Private Limited, Second Edition
  13. Philip Kotler, Kevin Lane Keller, Abraham Koshy, MithileshwarJha, Marketing Management, Pearson, Fourteenth Edition
  14. P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan

Suggested Readings:

  1. International Journal of Advertising (EBSCO)
  2. Journal of Consumer Behaviour (EBSCO)
  3. International Journal of Advertising & Marketing to Children (EBSCO)
  4. Journal of Interactive Advertising (EBSCO)
  5. Journal of International Marketing & Marketing Management (EBSCO)
  6. British Journal of Marketing (EBSCO)
  7. Journal of Promotion Management (EBSCO)
  8. Journal of Marketing (JSTOR)
  9. The Journal of Personal Selling & Sales Management (Proquest ABI/INFORM Global)

 

References: 
  1. Classification of Advertising Based on Area Coverage, Audience, Media, Functions (getuplearn.com)
  2. What is Broadcast Advertising? Types and Ethics - Business Jargons
  3. What is Print Advertising? Features and Types - Business Jargons
  4. 6 Advertising Media Channels: Importance & Examples | Marketing Evolution
  5. What is Media Planning? definition, media, plan, media, mix, media, vehicle, frequency, reach, and media planning process - Business Jargons
  6. Media Selection, Planning, and Scheduling: Key Considerations - hmhub
  7. Media Planning: A Complete Guide for Marketers | Marketing Evolution
  8. Marketing in Business: Strategies and Types Explained (investopedia.com)
  9. What Is Marketing? Basics of Marketing & Types | Built In
  10. Marketing Management Philosophies: Five Philosophies with Examples (toppr.com)
  11. Marketing Management Philosophies - GeeksforGeeks
  12. https://archive.mu.ac.in/myweb_test/sybcom-avtg-eng.pdf
  13. https://www.theseus.fi/bitstream/handle/10024/80777/Frolova_Svetlana.pdf
  14. https://seekscholar.com/sites/default/files/role%20of%20marketing.pdf
  15. https://www.iare.ac.in/sites/default/files/lecture_notes/IARE_CB_Lecture%20_No tes.pdf
  16. https://ebs.online.hw.ac.uk/EBS/media/EBS/PDFs/Consumer-Behaviour-Course-T aster.pdf
  17. https://ddceutkal.ac.in/Syllabus/MCOM/Consumer_Behaviour.pdf

 

Academic Year: 
2024-2025
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