BMM Syllabus – Semester 5 (Advertising)

Posted on 23 January 2013 by BMMBoxer

Paper-I — ADVERTISING IN CONTEMPORARY SOCIETY

Max. Marks: 100 (Theory:50, Internals: 50)

Objectives:

  • ¾ To recognize the roles of advertising in modern society
  • ¾ To understand the current developments and problems concerning advertising as an economic and social force.
  • ¾ Appreciate the increasingly international nature of advertising.
  • ¾ To analyze the interdependent nature of advertising and popular culture.

Topic of lectures

  • Advertising in the Indian economy
  • Advertising and culture
  • Advertising and the audience
  • Global advertising
  • Internet marketing
  • Social marketing.

Paper-II — COPYWRITING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

  • ¾ To familiarize the students with the concept of copywriting as selling through writing
  • ¾ To develop their inherent writing skills
  • ¾ To train students to generate, develop and express ideas effectively
  • ¾ To familiarize students with contemporary advertising techniques and
  • ¾ Practices

Topic of lectures

  • Copywriting, Introduction, Responsibility of Copy writer
  • Creative Strategy:  Planning and Development
  • Phases of campaign creation
  • Brief
  • The big idea
  • Writing for print media
  • Understanding the medium and writing for TV, Cinema, Radio, Innovative medium, Internet, SMS.
  • Principles of writing press release copy 05 Writing copy for mail order, direct mail, yellow pages, trade directory, classified advertisement, B2B advertising.
  • Different types of copy.

Paper-III — ADVERTISING DESIGN (Project Paper)

Marks: 100 (Internal:0, External, Viva: 50)

Objectives:

  • ¾ To expose students to the creative and technical aspects of art direction

Topic of lectures

  • Introduction to the Art department in ad agency
  • What is Art Direction –Making of an Art Director
  • Introduction to colour – colour harmonies
  • Introduction to Illusion -Principles and elements of design
  • Introduction to Photography
  • Introduction to Typography/Calligraphy-Word expression ,  Layout designing Logo designing
  • Introduction to desktop publishing
  • Introduction to Print Production -stationary design
  • Working with copy –partner
  • Art direction in print media
  • Art direction in outdoor Transit/Ambient
  • Art direction in films /television
  • Art direction in internet and new media
  • Art direction in Direct Mailers
  • Advertising campaign planning :Art -Radio ,T.V, Newspaper, magazine outdoor
  • Corporate Identity systems – Packaging , Brochure,P.O.P ,etc.
  • How to brief the art direction and get the best out of him.

Paper-IV — CONSUMER BEHAVIOUR

Marks: 100 (Theory:60, Internals: 40)

Objectives:

  • ¾ To introduce the students to the complexities of consumer behavior.

Topic of lectures

  • Introduction to Consumer Behaviour
  • Communication
  • Perception : Physical Psychological : Subliminal perception
  • Cultural – Subculture (concepts and its impact on consumer behaviour)
  • Learning –  Cognitive Theory, Conditioning Theory
  • Attitude
  • Motivation
  • Personality
  • Market Segmentation
  • Social Class
  • Groups
  • Family
  • The Consumer Decision making Process
  • Adoption and Diffusion
  • Indian Core Values

Paper-V — MEDIA PLANNING AND BUYING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

  • ¾ To develop knowledge of major media characteristics and buying advertising space in them to develop an understanding of procedures, requirements, and techniques of media planning.

Topic of lectures

  • Media planning
  • Sources of media research
  • Selecting the suitable media options
  • Criteria for selecting the media vehicles
  • Media timing
  • Comparing and Evaluating continuity ofmedia options/choices
  • Deciding the ideal media mix
  • The communications mix
  • Media buying and negotiation
  • Competitive media expenditure analysis
  • The concept of aperture
  • Scheduling and budgeting allocation
  • Media plan evaluation
  • Media presentations to the client
  • Media audit

Paper-VI — BRAND BUILDING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

  • ¾ To provide an introduction to the concepts and practices of contemporary brand management.
  • ¾ To understand the appropriate strategies and tactics to build, measure and manage Brand Equity.
  • ¾ To learn to plan an effective advertising campaign

Topic of lectures

  • The Brand
  • Branding Strategies
  • Introducing And Naming New Brands and Extensions
  • Brand Positioning
  • Brand Equity
  • Brand Leveraging
  • Managing Brands Over Time
  • Building Brand On Internet
  • Corporate Branding (Internal Assessment Only)
  • Campaign Planning (Internal Assessment Only)
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