Tweet
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)
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)