Professional Documents
Culture Documents
Course Name: Course Code: Total Number of Hours: 30 Hrs Credits: 3 Course Description
Course Name: Course Code: Total Number of Hours: 30 Hrs Credits: 3 Course Description
Course Name: Course Code: Total Number of Hours: 30 Hrs Credits: 3 Course Description
Course Code & Name MBA 543M: Advertising and Public Relations
PLO 4.1
CLO2: Apply data-based decision PLG 4 Critical Thinking
Construct a creative brief making to address business
using multiple research problems
methods
PLO 4.2
CLO3: Establish empirical evidence
Examine Ad appeals to support analysis PLG 4 Critical Thinking
appropriate to ad copies
PLG1 PLG2
Social Functional PLG4 PLG5
PLG3
Responsibility Knowledge Critical Global
Module Communication
and Ethical and Thinking awareness
Sensitivity Application
1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 5 1 2 3
UNIT I
UNIT II
UNIT
III
UNIT
IV
UNIT V
Assessment Mapping to Learning Goals and Outcomes (AACSB)
PLG1Social PLG2Functi
PLG4 PLG5
Responsibilit onal PLG3
Global
y and Knowledge Communicati Critical awarenes
Ethical and on Thinking
Assessment s
Sensitivity Application
1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 5 1 2 3
CIA I
CIA II
(Embedded
question)
CIA IIIA
CIA IIIB
- Course Mapping
Pedagogy
(teaching
learning
Week
CLO & Exercise Hours methods Resource/
Unit (starting
Unit details PLO s per used)/ Reference
number and end
week activities and details
dates)
or class trips/
dates for
assessment
1.Sandra;
Mitchell,
Nancy; Wells,
Introduction to William
Advertising & Moriarty
Ethics and (2015),
Regulation Advertising &
Advertising, IMC:
Marketi
Advertising Principles and
ng Lecture &
campaigns, IMC; 1.5/We Practice, (10th
Commu Article
Roles and functions ek 1 Ed), New
nication Discussion
Advertising. Types Delhi: Pearson
s.
of advertising, Key CLO- 1, Education,
Players in the Week 1 PLO - India.
Advertising Process. 2.1
Brief History of Chapter 1
Indian Advertising &
HBR Article
I
Reading
Trends affecting Patanjal
advertising-Digital i’s
Age & Challenge of marketi
Sustainability; ng mix: 1.5/We Case Emerald Case
Artificial the ek 1 Discussion Reading
intelligence in monk’s
advertising new
(Self-Learning) Ferrari
Advertising
Regulation- Social
Role of Advertising;
Advertising to
CLO- 1,
Vulnerable sections 1.5/We
PLO - Discussion Chapter 3
of Society; Self- ek 2
1.3
Regulation (ASCI)
& Legal Regulation;
Week 2
Ethics in
Advertising
Research and
Planning in
CLO- 2,
Advertising 1.5/We Lecture &
II PLO - Chapter 6
ek 2 Discussion
4.1
Customer Insight
and use of Research;
Strategic Planning
and Planning
Process; Brand
Communication
Plan; Target
Audiences
Ad Objectives-
Advertising as a
3/Wee Lecture &
Communication Week 3 Chapter 6
k3 Discussion
Model; Ad Exposure
Model
Maruti
Setting Advertising Suzuki
CLO- 2, Chapter 6 &
Objectives; Account India 3/Wee Case
Week 4 PLO - Emerald Case
Planning; Creative Limited: k 4 Discussion
4.1 Reading
Brief*** the
Celerio
Understanding
Segmentation,
Positioning, (Self-Study,
Chapter 7
Consumers and CCD Video)
Branding for better
advertising insights
Creative Advertising 1.5/We Lecture &
Chapter 12
and the Process ek 5 Discussion
Creating Effective
Chapter 12
Advertising Creative
Week 5
CLO- 3, that 1.5/We Article
&
Informational and PLO - cracks ek 5 Discussion
III HBR Article
Transformational 4.2 the code
Reading
Appeals
Copywriting; Ad 3/Wee Lecture &
Week 6 Chapter 13
Copy Testing; k6 Discussion
1.5/We Lecture &
Ad Production Week 7 Chapter 14
ek 7 Discussion
Effective
Advertising Media ‘‘Doing’
Media planning, ’ the act:
Media Terms; Media Lenovo 4.5/ Chapter 11
Plan & Media Week7 & and Week 7 Case &
Buying; Week 8 corporat & Discussion Emerald case
Effectiveness of e Week 8 Reading
Media and ROI*** CLO- 4, reputati
*Trends in Media & PLO - on
IV
Media Choices 4.3
*Sales promotion,
Point of Purchase,
Support media,
Chapter 16
Event Sponsorship,
*Self Learning
Product Placements,
Chapter 17
Branded
Entertainment,
Direct marketing,
Personal Selling
(*Self –Study)
2. Public
Relations
Practices
Managerial
Public Relations Case Studies
Purpose of PR and Problems –
Stakeholders for PR 7th Ed – Allen H
3/Wee Lecture &
– Employees, Week 9 Center Et al
k9 Discussion
Investors
Community, Chapter
Customers 1,3,5&6
CLO- 5,
PLO - &
V
1.3 HBR Case
Reading
The
Pepsi
Refresh
Media; Public Issue 1.5/We
Project: Discussion Chapter 7
Campaigns ek 10
A Thirst
Week 10 for
Change
Debates and Crisis
Management; PR 1.5/We Lecture & Chapter 8,9 &
Ethics, Standards ek 10 Discussion 10
and Values