BMM Syllabus – Semester 6 (Advertising)

Posted on 23 January 2013 by BMMBoxer

Paper-I — ADVERTISING AND MARKETING RESEARCH

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

Objectives:

  • ¾ To discuss the foundations of research and audience analysis that is imperative to successful advertising.

Topic of lectures

  • Fundamental of marketing research
  • Product Research
  • Copy research
  • Copy testing measures and methods
  • Print pretesting
  • Broadcast pretesting
  • Projective techniques
  • Physiological rating scales
  • Challenges to pre-testing.  E.g. The halo effect
  • Post testing.

Paper-II — LEGAL ENVIRONMENT AND ADVERTISING ETHICS

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

Objectives:

  • ¾ To provide a perspective on the Legal Environment in India.
  • ¾ To guide students of media through the various ethics connected to Advertising.
  • ¾ Maharashtra state centric cases to be discussed in class as the situation demands.

Topic of lectures

  • Legal Environment
  • Self-Regulation, Ethics and the Law
  • Laws that affect Advertising in India
  • Ethics
  • Unfair Trade Practices and the Competition Act
  • Consumer Rights and Laws
  • Advertising and Society
  • Critique of Advertising

Paper-III — FINANCIAL MANAGEMENT FOR MARKETING AND ADVERTISING

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

Topic of lectures

  • Introduction to Marketing and Advertising Finance
  • Long Term Finance -Sources of Long Term Finance
  • Short Term Finance
  • Financial Statements
  • Marketing Costs


Paper-IV — AGENCY MANAGEMENT

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

Objectives:

  • ¾ To expose students to the business of advertising
  • ¾ To familiarize students with the different aspects of running an ad agency

Topic of lectures

  • Structure of an ad agency, functions of different departments, types of ad agency
  • Client Servicing
  • Marketing plan of the client
  • Agency Finances
  • Client’s evaluation of the agency
  • Setting up an Agency
  • Growing the Agency
  • Sales Promotion Management

Paper-V — THE PRINCIPLES AND PRACTICE OF DIRECT MARKETING

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

Objectives:

To learn and understand :

  • ¾ What Direct marketing is, including direct marketing terminology
  • ¾ How direct marketing differs from “traditional marketing”
  • ¾ Direct marketing techniques

Topic of lectures

  • Definition and importance of direct marketing
  • Economics of direct marketing
  • Growing importance of Direct marketing in IMC mix
  • Understanding the DM business
  • Direct marketing strategies
  • Direct marketing concepts
  • Various direct marketing methods and media
  • Future of direct marketing current and future Scenario
  • Customer relationship management

Paper-VI — CONTEMPORARY ISSUES

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

Objectives:

  • ¾ To sensitise students to the environment around them
  • ¾ Developing a perspective towards issues related to the marginalized sections of the society

Topic of lectures

  • Ecological system, services and Economics of Environmental Protection
  • Concepts of human rights and civil liberties
  • Regional issues – Economics, Social, Political
  • Sugar Lobby, operation Flood, Terrorism, tribal Movement, etc.
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