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.
