MASTER OF ADVERTISING AND MARKETING MANAGEMENT

Programme code: MAMM

Duration- 2 years full time

Programme structure
And
Curriculum & scheme of examination
2009

(Curriculum & Scheme of Examination)

AMITY UNIVERSITY UTTAR PRADESH

GAUTAM BUDHHA NAGAR

109
 PROGRAM STRUCTURE

FIRST SEMESTER

Course Code Course Title Lectures Tutorial Practical Total Page

(L) Hours (T) Hours (P) Hours Credits No.
per week per week per week
MAMAD 10101 Advertising Concepts And 3 2 - 5
Principles
MAMMK 10101 Introduction to Marketing 3 1 - 4
MAMMK 10102 Consumer Behavior 3 1 - 4
MAMGM 10101 Principles of Management 3 1 - 4
MAMRM 10101 Market Research I 2 1 2 4
MAMCS 10101 Design Software 2 1 2 4
MAMBS 10101 Communication Skills -I 1 - - 1
MAMBS 10102 Behavioral Science - I 1 - - 1
Foreign Language-I 2 - - 2
MAMFR 10101 French
MAMGR 10101 German
MAMSH 10101 Spanish
MAMJP 10101 Japanese
MAMCE 10101 Chinese
TOTAL 29

SECOND SEMESTER

MAMMK 10201 Client Servicing and 3 - - 3

Account Planning
MAMAD 10201 Advertising Design 2 1 2 4
MAMPB 10201 Public Relations 2 1 - 3
MAMGM 10201 Brand Management-I 3 1 - 4
MAMAD 10202 Copy Writing 3 1 2 5
MAMMM Media Planning & Buying 3 1 - 4
10201
MAMRM 10201 Market Research II 3 1 2 5
MAMBS 10201 Communication Skills-II 1 - - 1
MAMBS 10202 Behavioural Science - II 1 - - 1
Foreign Language-II 2 - - 2
MAMFR 10201 French
MAMGR 10201 German
MAMSH 10201 Spanish
MAMJP 10201 Japanese
MAMCE 10201 Chinese
TOTAL 32

Summer Project (6 Credit Unit)

Note: Students must submit their summer project immediately on return from summer vacation in August and the
same should be evaluated for 6 credit units, which should be included in the Third Semester marks.

110
THIRD SEMESTER

MAMMK 20301 Media Marketing 3 1 - 4

MAMMK 20302 Marketing Management 3 1 - 4
MAMGM 20301 Brand Management – II 3 1 - 4
MAMAD 20301 Digital Media for 3 1 2 5
Advertising
MAMCM 20301 Corporate 2 1 - 3
Communication
MAMAD 30202 Advertising Research 3 1 2 5
MAMEM 20301 Media Production in 3 - 2 4
Advertising
MAMBS 20301 Communication Skills-III 1 - - 1
MAMBS 20302 Behavioural Science - III 1 - - 1
Foreign Language-III 2 - - 2
MAMFR 20301 French
MAMGR 20301 German
MAMSH 20301 Spanish
MAMJP 20301 Japanese
MAMCE 20301 Chinese
MAMSI 20350 Summer Project - - - 6
(Evaluation)
TOTAL 39

FOURTH SEMESTER
MAMME 20401 Event Management 3 1 - 4
MAMAD 20401 Issues in Advertising and 3 1 - 4
Marketing
(Any one)
MAMMK 20470 Specialization-Media 8
Marketing And Planning
Specialization-Client
MAMMK 20471 Servicing And Account 8
Planning

MAMMK 20470 Specialization-Public 8

Relations Events And
Sponsorship

MAMAD 20470 Specialization-Creativity 8

In Advertising

MJMBS 20401 Communication Skills-IV 1 - - 1

MJMBS 20402 Behavioural Science - IV 1 - - 1
Foreign Language-III 2 - - 2
MAMFR 20401 French
MAMGR 20401 German
MAMSH 20401 Spanish
MAMJP 20401 Japanese
MAMCE 20401 Chinese
MJMSI 20450 Internship - - - 9
TOTAL 29

111
SEMESTER -I

112
 ADVERTISING CONCEPTS AND PRINCIPLES

Course code: MAMAD 10101 Credit Unit: 05

Course Objective: To develop an understanding of the advertising function as the most

important Marketing tool. The modules given below will provide complete understanding of the
functions of an advertising organization – different specialized functions, role of advertising in a
marketing plan, procedure and models used for developing advertising. The modules will also
give a complete understanding of the agency operations and specific industry norms used. This
subject marks the beginning and serves as an introduction to the Advertising strategic process in
this particular programme.

Course Content:

Module 1: What is advertising?

Need, definition of brands and its relationships with advertising, Types of advertising and brief
definition and understanding of each.

Module 2: Advertising & Marketing

What is a Marketing Plan, relationship with advertising, market share, target segmenting and
positioning.

Module 3: Advertising concepts

Target Audience (demographic/psychographics), tone of voice, brand image and brand
positioning.

Module 4: Print Advertising

Structure of a print ad: Headline, visual, logo and tagline
Types: Classified, FMCG, Trade, Public Issue, Public service, Launch, Corporate, etc.
Radio Advertising
Brief Introduction, terms used and process
TV Advertising
Introduction terms and process
Outdoor Advertising
Introduction terms and process
Class discussions on recent advertising of each.

Module 5: What is an Advertising Campaign,

Review of latest campaigns and class discussions. Creation of campaigns across print, TV, radio
and outdoor etc. in the form of team presentations

Module 6: Understanding advertising agencies

Types, structure, revenue and functions of various departments.
Introduction to top 10 advertising agencies in India.

113
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Rajeev Batra, John G. Myers & David A. Aaker, 2000, Advertising Management, Prentice
Hall of India
 David Ogilvy, Ogilvy on Advertising, Vintage Books
 S.A. Chunawalla, K.C. Sethia, Foundations of Advertising Theory & Practice, Himalaya
Publishing
 Frank Jefkins, Advertising, Macmillan India Limited
 J. Thomas Russell, Advertising Procedure, Prentice Hall
 Dr. Jaishri N. Jethwaney, Advertising, Phoenix Publishing House
 Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik, Advertising, South Western
College Publishing
 Herschell Gordon Lewis,Nelson, Handbook of Advertising, NTC Business Books
 Roderick White, Advertising, McGraw-Hill
 Sean Brierley, The Advertising Handbook, Routldge

114
 INTRODUCTION TO MARKETING

Course Code: MAMMK 10101 Credit Units: 04

Course Objective: This course intends to introduce the basic concepts of marketing to the new
entrants. To make them understand the principles through real life case studies to build up their
application skills.

Course Contents:

Module – 1 Marketing Concepts

What is marketing?
Marketing Concepts – Production, Selling, Product & Marketing customer, Societal Concept
Functions of Marketing

Module – 2 Marketing Mix

4 Ps of Marketing – Product, Price, Place & Promotion
Additional Ps of Service Marketing – Process, People & Physical Evidence
Product Lifecycle

Module – 3 Segmentation
What is segmentation?
Consumer Segmentation Variables – Demographic, Psychographic, Geographical, Behavioral

Module – 4 Targeting & Positioning

Targeting Strategies – Differentiated, Undifferentiated, Niche
What is positioning? 7 Major Positioning Strategies

Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Marketing Management, Philip Kotler, Pearson Education

 Principles of Marketing, Philip Kotler & Gary Armstrong, Pearson Education
 Business Market Management: Understanding, Creating and Delivering Value, Anderson
Narus, Prentice Hall
 Magazines – Business World, Business Today, Pitch, Time & 4Ps

115
 CONSUMER BEHAVIOUR

Course Code: MAMMK 10102 Credit Units: 04

Course Objective: The objective of the curriculum is to give an insight in to consumer’s

decision-making process. The following modules carry various factors that influence consumer’s
choice of brands, willingness to pay premium, form attitudes and opinions on competitive
brands. Therefore making consumer behavior a critical discipline for aspiring media and
marketing professionals

Course Contents:

Module I: Understanding consumer truths in terms of buying

Consumer rationality
Consumer logic
Consumers & complexity -
a) How do consumers deal with complex products
b) How do consumers deal with information overload

Module 2: Values - What are values? What are norms? What influences values & norms?
Beliefs
Perception & its role in decision making

Module 3: Attitude: What leads to attitude formation? Are attitudes socially influenced?
Culture a)Shared norms & values; b) Sub cultures; c) Nationality & Regionalism

Module 4: Language & its importance in shaping popular culture

Myths & their contribution to morals & beliefs
Stereotypes & their role in popular imagination & beliefs
The commonality in Consumer Behaviour
Consumer Behaviour implications for Marketing

Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Subroto Sengupta, Brand Positioning, Tata McGraw-Hill Publishing Co.

 K.K. Srivastava, Sujata Khandai, Consumer Behaviour, Galgotia Publishing Co
 Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson Education Asia
 MG Parameswaran, Understanding Consumers, Tata McGraw Hill
 MG Parameswaran, Brand Building Advertising Concepts and Cases, Tata McGraw Hill
 AL Ries and Laura Ries, The 22 Immutable Laws of Branding, Harper Collins
 Consumer Behaviour by Schiffmann & Kanuk

116
 PRINCIPLES OF MANAGEMENT

Course Code: MAMGM 10101 Credit Units: 04

Course Objective: The students should be exposed to the basic concepts of management. They
must understand the philosophy and the principles on which this universe stands. The evolution
of management thought in relation to the past as well as its significance in the present day
context.

Course Contents:

Module I: Introduction to Management

Definition of management, components of management, nature and levels of management,
features and their significance, characteristics of management, principles of management.

Module II: Management Thoughts-Evolution, Schools & Functions

Mckinsey’ s 7s approach, Japanese Management Theory and practice, Theory Z, Contribution of
Taylor, Fayol, Modern Era of Management.

Module III: Functions of Management

Defining Management roles,
Planning: Steps in planning, importance in planning, principles of planning, benefits of planning,
and limitations of planning.
Organizing: Characteristics, principles, and types of organization, theories of organization,
formal & informal organization, effective organizing and organizational culture.
Controlling: Characteristics, elements of control system, need and importance of controls,
purpose & objectives of control, principles of control, process of control.
Leading: Qualities of leadership, functions, approaches to leadership, leadership styles, Likert’ s
four systems of management.

Module IV: Morale & Motivation

Morale: Definition, factors effecting morale, measurement of morale
Motivation: Theory of hierarchy of needs, Theories of motivation: Herzberg, Hygiene factors.

Module V: Management in Developed & Developing Countries

Political Factor, Economic Factor, Social Factor, Technological Factor and Legal Factor.

Examination Scheme:
Components P A CT EE
Weight age (%) 10 5 15 70

Text & References:

 P. Diwan, Management Principles & Practices, Excel Books

 Stephen Robbins, Mary Coulter, Management, Prentice Hall of India Pvt. Ltd.

117
 James A.F. Stoner, R. Edward Freeman, Daniel R. Gilbert, Jr., Management, Prentice Hall
 Stephen p. Robbins, Mary Coulter, Management, Prentice Hall
 Marshall Goldsmith, Vijay Govindarajan, The Many Facets of Leadership, Pearson
Education

118
 Market Research -I

Course Code: MAMRM 10101 Credit Units: 04

Course Objective: The aim of this course is to introduce the students to the basic concept of
Marketing Research. To allow them to understand how marketing research comes in play in
when laying the marketing strategies.

Module -1 Intro 2 Marketing Research

Defining Marketing Research
Why Marketing Research is required?
Application Areas of MR – Projection of demand, Consumer Behavior Research, Manufacturer-
dealer Research, Advertising Research

Module – 2 Marketing Research Process

Identify the problem & formulate the objectives
Determine Research Technique – Qualitative or Quantitative
Determine Data Collection methods, sources & forms
Design Sample & Collect Data
Analyze & Interpret
Report Presentation

Module – 3 Construction of Questionnaire

Guidelines to making a good questionnaire, Questionnaire V/s Observation
Scales – Nominal, Ordinal, Interval, Ratio
Methods of scale construction – Comparative – Paired Comparison, Rank Order, Constant Sum
Non-Comparative Scales – Continuous Rating Scale & Itemized Rating Scale – Likerts,
Semantic, Staple Scale

Module – 4 Qualitative Marketing Research

Projection Techniques – Association, Construction, Completion, Choice of order & Expressive
Depth Interview
Focus Groups
Interviews
Slice of Life

Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Marketing Management, Philip Kotler, Pearson Education

 Marketing Research: Text Application & Case Studies, Ramanuj Majumdar, New Age
International Publishers.

119
 DESIGN SOFTWARE

Course code: MAMCS 10101 Credit Units: 04

Course Objective: This unit will give students a broad knowledge of the basics of computer
usage in Adverting. How to work with computers, what are the design software’s? Students will
study the design and layout of pages, taking into consideration the choice of typeface and
positioning and choice of color, images and text. Their work will include practical projects as
well as investigations into current design and editing practices in a variety of print forms.

Course Content:

Module I: Basics of Computer

What is a computer, the Hardware/Software required, Input devices/ Output devices.
Windows, MSOffice: - Ms Word, Ms Power Point, Ms Access,
Networking: - LAN, WAN concept.

Module II: What is Design?

Design Elements, Design Principles. How elements and principles helps in design. Where and
how these elements and principles are applicable. showing how design elements combine to
create an overall ‘look’ to the publication (Magazine, newspaper, leaflet, poster, pamphlet etc).

Module III: Typography

History of fonts, Sizes of fonts, Classification of fonts, Text: generation and preparation for use,
display, digital typesetting, editing, creation of headlines using appropriate font.

Module IV: Processes and equipments.

Images: choice of appropriate pictures/graphics, electronic scanning and manipulation using
proper resolutions.
Software: page design packages (e.g. Adobe PageMaker, QuarkXpress, Adobe Illustrator,
CorelDraw), picture management packages (e.g. Adobe Photoshop); creation of pages,
importation and movement of copy and images, selection and cropping of photographs and
graphics, use of text wrap, anchored graphics and rules, various palettes, master pages, templates
etc. Adobe Illustrator is used for creating vector graphic images and typography. Also file
formats. After creating graphic files, which format you are suppose to save and why? Colour
Modes, File Formats, Image resolution etc.

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Adobe Page Maker 7.0 Classroom in a book; BPB Publication

 Art and production; Sarkar, N.N.
 Newspaper Layout & Design: A Team Approach; Daryl & Moen

120
SEMESTER -II

121
 CLIENT SERVICING AND ACCOUNT PLANNING

Course Code: MAMMK 10201 Credit Units: 03

Course Objectives: The course contents are objectively designed to cater the preliminary
requirements of the changing business trends and make students familiar with the industrial
dynamisms associated with the modern advertising tools and techniques.

Module I – Introduction
Client Servicing- Definition, Importance, Scope and Benefits
Service Marketing- Relevance, Importance

Module II- Client servicing Components

Client Brief
Brainstorming
Market Strategy- Segmentation, Targeting, Positioning
Approval
Delivery

Module III- Means to Approach Prospective Clients

Importance of advertising brief, types of advertising brief
The pitching process and its importance
Presentations and Negotiations- Credential, Strategic, and Creative

Module IV- Objectivity of Account Planning

Evolution of account planning
Structure of account department
Scope, need and importance of account planning
Role of account planner
Market oriented strategic planning

Module V- Appeals in Advertising

Appeals and Advertising message- Types of appeals: Rational to emotional approaches,
Advertising Strategies, USP, Positioning, Brand Image Approach

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text and Reference:

Advertising management – J Jethwanee and Sarkar
Foundations of advertising- Chunnawala and Sethia
Ogilvy on advertising- David Oglivy
Websites: agencyfaqs.com

122
 ADVERTISING DESIGN

Course Code: MAMAD 10201 Credit Units: 04

Course Objective: The course provides students a broad knowledge of the skills required to
combine all the elements necessary to create an attractive design for advertisements. They will
learn the terminology used in layout and design. The students will study the design for
advertising layouts, graphics, taking into the consideration the choice of typeface and positioning
and choice of colors, images and text. Their work will include practical project as well as
investigations into current advertising design.

Course Contents:

Module I: Building brand image

Corporate Identity: Study and Usage of Types & Fonts, Color schemes, Punch line and
various forms of identities.
Corporate Stationary: Logo, Logotype, Letterhead design, Business Card, Envelop,
Catalogues, Brochures. Digital Posters. Calendar Design.
Difference between Corporate and Personal stationary.

Module II: Communicating through multiple media

Different types of advertising: Press ad, Magazine ad, Hoardings, Kiosks, Interior & Exterior
Signage, Danglers and Banners etc.
Choice and use of images and colors. Digital and print produces integrated design solutions.
How different choice of typography is useful in making of layout. The concept of choice of
smart fonts makes attractive and reader friendly advertisements. How can one make design,
which will stand out from the rest?
How relevant images are manipulated for making up of an effective design.

Module III: Concept of Advertising Campaign

Advertising Campaign: Concept development for advertisements. To provide the valuable
experience of developing advertising campaigns, from creative to presentation. Study of various
existing campaigns. Practical work on developing an advertising campaign involving various
facets of all the mediums. Working on campaign elements- Tagline, Visuals, Copy, Spot colors,
Process colors, Color Management for images.

Module IV: Relevant Softwares of Computer

Photoshop, PageMaker, Corel draw & Illustrator, its relevant usage indifferent in different design
forms. Different softwares are used for different purpose with proper impact. Which software is
to be used for making layouts, creating vector graphics/images and raster images?

Module V: Computer and Advertising

How computer and advertising is synonym to each other. To create any ad or design computer is
a basic tool. It is smarter and faster to execute layouts. Working examples of the same to be
discussed.

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Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Art and production; Sarkar, N.N.

 Newspaper Layout & Design: A Team Approach; Daryl & Moen

124
 PUBLIC RELATIONS

Course Code: MAMPB 10201 Credit Units: 03

Course Objective: This unit provides an introduction to the principles, concepts and objectives
of Public Relations. Media handling and planning which are integral parts of successful Public
Relations in today’s world will be explained. The students will also be taught the techniques of
effective PR Tools. Special emphasis will be laid on the impact of globalisation on Indian and
international scenario. Crisis management and minimization will also be discussed at length.

Module 1: Public Relations

Basics of Public Relations, Definitions and concepts, Role and Objectives of PR, Public
Relations in India.
Changing trends in PR, Internal & External PR ,Political PR, Globalisation & PR, Lobbying .
Event & Crisis Management . Case Studies.

Module 2: Public Relations & Media Affairs

Planning Publicity campaign, Media relations and media planning, Advertising and publicity
campaign.

Module 3: PR Tools
Writing for press, Press release, Press Conference, Press Kits, Company profile, Newsletters,
House Journals, Pamphlets, Leaflets & Brochures, Annual reports.

Module 4: PR for social development

Public Relations, NGOs & socio-economic development, Public Relations Laws and Ethics

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Applied Public Relations And Communications; Balan, K.R.
 The Practice of Public Relations; Seitel, Fraser P
 News, Public Relations and power; Cottle, Simon
 Practical Public Relations; Black ,Sam
 Effective Public Relations; Cutlip, S. M. & Center ,Allen H.
 Public Relation Practices; Center, Allen H. & Jackson, P.
 Marketing Public Relations; Henry Jr. & Rene, A.
 Public Relations; Jethwaney, J.N. & Sarkar, N.N.
 Management of public relations & communication; Sengupta, Sailesh
 Dynamic of public Relations; Arya, Ashok
 Public Relation; Moore, H. Frazier & Frank B.K.

125
 BRAND MANAGEMENT - I

Course Code: MAMGM 10201 Credit Units: 04

Course Objective: The word “brand” owes it origin to Norwegian word “brands” which means
to burn. Farmers use to put some identification work on the body of the livestock to distinguish
their possession. Products are what companies make but customers buy the brands. Therefore,
marketers resorted to branding in order to distinguish their offerings from similar products and
services provided by their competitors. Additionally it carries an inherent assurance to the
customers that the quality of a purchase will be similar to earlier purchase of the same brand.

Course Contents:

Module 1: Concept of a Brand

The concept of Brand as a mix of perception & associations
a) What is perception in the context of marketing
b) What are associations?

Module 2:Brand Positioning

a) The concept of positioning
b) What factors aid in positioning
c) Is positioning company led or consumer led

Module 3: Brand differentiation

a) The concept of differentiation

Module 4: Brands & publicity

a) Advertising & visibilty to keep a Brand fresh & contemporary

Module 5:Branding Strategies

Brand elements: Name, logo, colours
Brand extension (Relevant ways to extend the Brand)
Brand loyalty - How to create loyalty & retain consumers in this age of parity
Brand transformation over time with examples like lifebuouy, etc.

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 David A. Aaker & Erich Joachimsthaler, Brand Leadership, Simon & Schuster UK Ltd.
 Subroto Sengupta, Brand Positioning, Tata McGraw-Hill Publishing Co.
 Jean-Noel Kapferer, Strategic Brand Management,
 David A. Aaker, Managing Brand Equity,
 Jean-Noel Kapferer, Re-inventing the Brand, Kogan Page
 Merry Baskin and Mark Earls, Brand New Brand Thinking, Kogan Page

126
 Brad Vanauken, The Brand Management Checklist, Kogan Page
 Vikas Publishing, Brand Management, YLR Moorthi
 Kevin Lane Keller, Strategic Brand Management, Pearson
 Harsh Verma, Brand Management, Excel Books
 MG Parameswaran, Understanding Consumers, Tata McGraw Hill
 Al Ries, Jack Trout, Positioning The Battle for your Mind, Tata McGraw Hill
 Kevin Drawbaugh, Brands in the Balance, Reuters
 S. Ramesh Kumar, Managing Indian Brands, Vikas Publishing
 Positioning by Jack Trout & Al Ries
 Strategic Brand Management by Keller

127
 COPYWRITING

Course Code: MAMAD 10202 Credit Units: 05

Course Objective: To develop an overall understanding of advertising and its types. The lead to
developing an aptitude for creative writing. (Also providing a continuation from the subject of
Advertising concepts and principles in Semester 1).

Module 1
Understanding Creative Brief and its format. Study of Target Audience, Proposition, Brand
Positioning, Brand Image and Tone of Voice.
Various approaches used in writing copy. Briefly cover role of celebrity in advertising and
surrogate advertising.

Module 2
What is an advertising campaign? The process of developing advertising campaigns, Big Idea,
Creative Strategy and Concepts.
Long copy vs. short copy, visual-led campaigns. Copy-led campaigns.
Case study of current/landmark campaigns.
Brainstorming and assignments on developing campaigns.

Module 3
Understanding the creative process for press, TV, radio, In-shop, Outdoor and PR.
Elements of a TV commercial and script writing of the same.
Elements of a radio spot/jingle/slogan and writing for the same.
Elements of a press ad and writing for the same.
Elements of Outdoor advertising and writing for the same.

Module 4
Making presentations of creative work Practice sessions in class through team presentations.
Introduction to and need for Advertising Research and testing (also to provide a good lead in for
the subject Advertising Research in Semester 4)

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Jim Aitchison, Cutting Edge Commercials, Prentice Hall of India

 John Paxton Sheriff, How to Write Advertising Features, Allison & Busby, London

128
 Sean Brierley, The Advertising Handbook, Routldge
 Prentice Hall, What's in a Name (Advertising and the concept of Brand) , John Philip Jones
and Jan S. Slater
 David E. Carter, The Big Book of Logos, Watson Guptil
 Prints Best Typography 2, RC Publication
 June A. Valladares, The Craft of Copywriting, Response Books
 Rachel Ballon, PhD, Blueprint for Screenwriting, LEA

129
 MEDIA PLANNING AND BUYING

Course Code: MAMMM 10201 Credit Unit: 04

Course Objective: In this semester the objective is to impart media planning skills and develop
knowledge base of the students either as a media planner or user of media plans.

Course Contents:

Module I: Introduction to Media Planning

Defining Media Planning, Objectives of Media Planning, Importance of Media Planning in the
current scenario.

Module II: Media & the Medium

Types of Media (ATL Media), (BTL Media), characteristics of major media forms, Internet –the
next big medium, Difference between Old & new media, merits and demerits of electronic, print
and outdoor Media.

..
Module III: Media Planning Process
Defining important terms reach, frequency & GRP. etc. Media mix, media strategies . Factors
influencing media strategies. Media scheduling . Audience fragmentation . Media plan &
strategy development . Budgeting & various budgeting techniques.

Module IV: Models of Media Planning & Media Buying.

Bill Harvey’s expansion model, Recency model .Media buying ,New trends in media buying ,
Problems in media buying .

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 William B. Goodrich, Jack Z. Scissors, Media Planning Workbook ( 2 Photocopies),

NTC Business Books
 Jack Z. Scissors, Lincoln Bumba, Advertising Media Planning, NTC Business Books
 Larry D. Kelley, Donald W. Jugenheimer, Advertising Media Planning, Prentice Hall of
India

130
 Market Research - II

Course Code: MAMRM 10201 Credit Units: 05

Course Objective: This course aims to take the students one step up from Marketing Research –
1 studied in first semester. This course will expose the students to the basic techniques and tools
of marketing research.

Course Contents:
Module 1: Sampling
Census V/s Sample
Sample Frame, Sample Scheme, Sample Profile
Methods of Sampling – Probability Sampling - Simple Random, Systematic, Stratified, Clustered
Non-Probability Sampling – Convenience, Judgment, Quota

Module 2: Basic Statistics

Measures of Central Tendency: Arithmetic Mean, Weighted Mean, Median and Mode
Measures of Dispersion: Range, Average Deviation, Standard Deviation, Variance.

Module – 3 Testing of Hypothesis

What is Hypothesis? Importance of testing a hypothesis
Chi - Square Test, f test, z test, t test

Module – 4 Data Tabulation, Analysis & Interpretation

Over-view of Multivariate Techniques – Factor analysis, conjoint analysis, Cluster analysis,
Descriminant Analysis, Anova. How to interpret the data?

Module – 5 Formulating MR Report & Presentation

Pre-Writing Considerations, Contents of MR Report & Presenting the Research Report

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Marketing Management, Philip Kotler, Pearson Education

 Marketing Research: Text Application & Case Studies, Ramanuj Majumdar, New Age
International Publishers.
 Fundamentals of Applied Statistics, SC Gupta, Sultan Chand Publications

131
SEMESTER -III

132
 MEDIA MARKETING

Course Code: MAMMK 20301 Credit Units: 04

Course Objective: The course contents are objectively designed to cater the managerial need &
requirements of media students affiliated to the areas concerned with media industry, market and
its type and the scale of price determination.

Course Contents:

Module I: An introduction to media marketing

Media Market: Concept
Origin, Development, Definition
Need and importance of media marketing

Module II: Business dimensions of media marketing

Media as an industry
Cost Benefit Analysis of media marketing
Media Market- Types
Capital cost budgeting
Production cost in media marketing

Module III: Price-output determination in different media markets

Perfectly competitive media market
Monopoly media market
Monopolistic media market
Duopoly media market
Oligopoly media market

Module IV: Media marketing and Consumer behaviour analysis

Consumer Behavior Analysis, its importance for media marketing
Media marketing & advertising
Consumer Behavior models
Time selling, space selling
Pareto optimality principles in media marketing

Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Media Economics by Albaran, Surjeet Publications.

 Media Economics: Understanding Marketing and Industrial Tools by Albaran, Surjeet
Publications.
 Advertising and Marketing Communications by Dr. M.K.Padhy, Gyan Jyoti
Publications,Kathmandu,Nepal.
 ‘Media Management’ by C.B. Memoria, S.Chand Publications
 Managerial Economics by H L Ahuja.
 Advanced Economics Theory by Prof. H.L. Ahuja, S. Chand Publications
 ‘Consumer Economics of Media Industry’ by Charles Dickinson, Sage Publications

133
 Real life case studies from business journals
MARKETING MANAGEMENT

Course Code: MAMMK 20302 Credit Unit: 04

Course Objective: This course intends to take students a step up from Introduction to Marketing
studied in the last semester. The purpose of the course is to expose the students to the
fundamental theories & techniques that form the basis of all strategic processes in marketing.

Course Contents:

Module – 1 Marketing Environment

Micro Environment – Customer, Employees, Suppliers, Shareholders, Media, Competitors
Macro Environment – PEST Analysis

Module – 2 Marketing Plan

SWOT Analysis & Goal Formulation
Marketing Planning Process

Module – 3 International & E-Marketing

E-Marketing & Blogging
Marketing & Cultural Influences
How marketing works in India? Rural to Urban

Module – 4 Marketing Tools & Strategy

Ansof Matrix, Generic Strategies of Marketing, BCG Matrix, Value Chain Analysis, Diffusion of
Innovation, Porter’s Five Forces Model

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Marketing Management, Philip Kotler, Pearson Education

 Principles of Marketing, Philip Kotler & Gary Armstrong, Pearson Education
 Business Market Management: Understanding, Creating and Delivering Value, Anderson
Narus, Prentice Hall
 Magazines – Business World, Business Today, Pitch, Time & 4Ps

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 BRAND MANAGEMENT - II

Course Code: MAMGM 20301 Credit Units: 04

Course Objective: To understand the complex phenomenon of how brands and influence on
consumers mind works. The curriculum contains reference to consumer psychology, which is
used extensively by brand managers to get the appropriate desired response from the consumer

Course Contents:

MODULE I : Brands in the Indian Context

How is the Indian Situation different?
The performance of MNC brands in India
Home grown Brands

MODULE II: Putting a value to Brands

Is it possible to financially value brands?
The most valuable brands.

MODULE III: Focus or Extension

Ways to building Brands- Focus, Product category extension

MODULE IV: An overview of big product categories

Telecom
Retail
FMCG
Consumer Durable
F&B

MODULE IV: The relevance of brands

Is the exposure justified?
Brands vs short term sales
The difficulties in creating long term brands

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 David A. Aaker & Erich Joachimsthaler, Brand Leadership, Simon & Schuster UK Ltd.
 Subroto Sengupta, Brand Positioning, Tata McGraw-Hill Publishing Co.
 Jean-Noel Kapferer, Strategic Brand Management,
 David A. Aaker, Managing Brand Equity,
 Jean-Noel Kapferer, Re-inventing the Brand, Kogan Page
 Merry Baskin and Mark Earls, Brand New Brand Thinking, Kogan Page
 Brad Vanauken, The Brand Management Checklist, Kogan Page
 Vikas Publishing, Brand Management, YLR Moorthi

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 Kevin Lane Keller, Strategic Brand Management, Pearson
 MG Parameswaran, Understanding Consumers, Tata McGraw Hill
 Al Ries, Jack Trout, Positioning The Battle for your Mind, Tata McGraw Hill
 Kevin Drawbaugh, Brands in the Balance, Reuters
 S. Ramesh Kumar, Managing Indian Brands, Vikas Publishing
 AL Ries and Laura Ries, The 22 Immutable Laws of Branding, Harper Collins
 Debashis Pati, Branding, Macmillan India Ltd.

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 DIGITAL MEDIA AND ADVERTISING

Course Code: MAMAD 20301 Credit Units: 05

Course Objective: In this module, the students will learn the usage of graphics and animation as
an integral element of packaging, design and statistical representation of ideas. This is primarily
a technical unit where the student gets the opportunity to convert ideas into reality and get hands
on experience. The processes and practices of graphics and animation that help to translate
creative imaginations into digital realities will be taught. Acoustics and Sound editing will also
be learnt during the process.

Course Contents:

Module-I
What is animation?
History of animation
Types of animation
Different Techniques used for animation

Module-II
2D and 3D animation
Difference between 2D and 3D animation
Computer animation

Module-III
Stop-motion animation and go-motion animation
The difference between stop-motion and go-motion animation
Scripting and modeling (sets) for animation
Special effects for animation
Understanding light
Music and sound effect

Module-IV
Applications of Macromedia Flash –5: Key-frame, Onion Key-frame, Importing BMP and JPG
images, Multi-layering, Importing sound
Understanding sound and sound recording:, Types of sound formats- WAVE, MP3, Mixing of
Stereo, Mono, and Multi-track sound, Mixing the composed sound with the animation.

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Ball, R., Beck, J., DeMott R., Deneroff, H., Gerstein, D., Gladstone, F., Knott, T., Leal,
A., Maestri, G., Mallory, M., Mayerson, M., McCracken, H., McGuire, D., Nagel, J.,
Pattern, F., Pointer, R., Webb, P., Robinson, C., Ryan, W., Scott, K., Snyder, A. & Webb,
G. (2004) Animation Art: From Pencil to Pixel, the History of Cartoon, Anime & CGI.
Fulhamm London.: Flame Tree Publishing. ISBN 1-84451-140-5

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 Crafton, Donald (1982). Before Mickey. Cambridge, Massachusetts.: The MIT Press.
ISBN 0-262-03083-7
 Solomon, Charles (1989). Enchanted Drawings: The History of Animation. New York.:
Random House, Inc. ISBN 0-394-54684-9
 Williams, Richard, The Animator's Survival Kit ISBN 0-5712-0228-4
 Bob Godfrey and Anna Jackson, 'The Do-It-Yourself Film Animation Book' BBC
Publications 1974 ISBN 0-563-10829-0
 The Illusion of Life: Disney Animation(Hardcover) by Ollie Johnston, Frank Thomas
 ISBN-0-7868-607-7
 3ds Max Animation & Visual Effects Techniques; Kennedy,Sanford
 Macromedia Dreamweaver Mx advanced; Towers, J. Tarin
 Micromedia Flash Mx: A Biggner's Gide; Underdahl, Brian
 Macromedia Flash 5 in 25 Hours; Kerman, Phillip
 3D Graphics & Animation; Giambruno, Mark
 3ds Max 4; Woods, Cat & Bicalho, A.
 3ds Max 5 Bible; Murdock, Kelly L.
 Flash 5 Visual Jumpstart; Hartman, Patricia

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 CORPORATE COMMUNICATION

Subject Code: MAMGM 20301 Credit Units: 03

Course Objective: The sunrise arena of corporate communication, which is becoming the
preferred career choice of many young mass communicators, will be taught in this module.
Various components like corporate philosophy, identity, citizenship and philanthropy will be
learnt and discussed by the students. Image and it’s management and enhancement which is the
core of corporate communication will also be explained and students are introduced to Event
Management as a new tool for advertising

Course Contents:

MODULE I: Introduction to Corporate Communication

History , Definition & Concepts, need and requirement .
Corporate Communication in Current scenario.
Elements of Corporate Communication: Corporate Identity , Corporate Culture
Philosophy ,Citizenship ,Philanthropy, Corporate Social Responsibility.

MODULE II: Different aspects of Corporate Communication

Image Management
Crisis Management
Media Management
Market Management
Case studies

MODULE III: Introduction to Events

Defining Event and Event Management
Different Kinds of Events
Relationship between-Events, Advertising, and PR

Module 2: Marketing of Different Kinds of Events

Departments in an event Management company
Marketing of an Event
Brand Positioning through Events

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Media Management; Kundra, S.
 The power of corporate communication; Argenti,Paul A.& Forman, Janis
 Development communication & Media Debate; Menon, Mridula
 Event Management; Lynn Van Der Wagem
 Sailesh Sengupta, Management of Public Relations And Communication, Vikas
Publishing
 Paul A. Argenti, Corporate Communication, McGraw-Hill

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 ADVERTISING RESEARCH

Course Code: MAMAD 30202 Credit Units: 05

Course Objective: The objective is to make the students well versed with the modern trends and
tools of advertising research applied in studying consumer’s behavior, opinions and attitudes.

Course Contents:

Module I
Advertising Research: Meaning and Definition. Research procedures.
Advertising research programmes. Market research, Media research
Positioning research,Audience research. Limitations of ad. research.

Module II: Advertising Effectiveness

Introduction to Ad. Effectiveness. Process of effectiveness.
Guidelines for Advertising effectiveness, Guidelines for message construction.
Measuring the effectiveness of Advertising.

Module IV: Message Research: Pre testing

Pre testing Methods: Direct ratings, Portfolio tests,
Physiological tests: The eye camera test, the pupillo-meter test, the tachisto scope test
Consumer jury test, GSR test.

Module IV: Message Research

Post testing Methods: Enquiry test Recall test Recognition test, DAR testing

Module V: Ethical Aspects of Advertising.

Introduction to Ethics. Ethics in Advertising. Ethical considerations in Advertising.
Methods to improve ethical standards.

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Foundatations of Advertising- Chunnawalla and Sethia

 Advertising Management- Jethwany and Sarkar
 Advertising: Theory and Practise- Subhir Ghosh
 Confessions of an Advertising Man- David Ogilvy
 Advertising Management- David Aker and Myers
 Reality in Advertising- Rosser Reeves
 Advertising and Marketing Communication- Dr. Mahendra Kumar Padhy.
 Essentials of Advertising Research-Don Schltz.
 Appraising Research in Advertising- Mark.S.Albion and Paul W. Farris
 Measuring Advertising Effectiveness-Ward. J. Jensson.

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 MEDIA PRODUCTION IN ADVERTISING

Course Code: MAMEM 20301 Credit Units: 04

Course Objective: To impart skills to students in order to become knowledgeable users of film
making techniques. Although they may be using film production houses for Ad Film production,
it is imperative for them to know the medium well enough to write film scripts, direct the whole
operations or be an efficient Production Manager.

Course Contents:

Module I: Production process of Ad Film

Development
Pre-production
Production
Post production
Distribution

Module 2: Writing for Ad film

Scripts for AD Films
Three point structure
Nature of TV commercial, Types of TV commercial
Scripting formats & shot breakdown
Writing Proposals & Treatments
Costing and Budgeting of Ad film

Module 3: Camera & Lighting

Types of camera formats
Camera basic functions & operations
Types of camera angles, shots & movements
White balance & colour temperature
Lighting equipments
Three point lighting
Butter paper, gel & filters

Module 4: Editing techniques of Ad film

Linear and Non-Linear Editing
Digital & Analog editing systems
Online and offline editing
Technical Vs Creative editor
Basic transitions
Match cut, jump cut, cut-in & cut-away
Parallel cutting & inter-cutting
Techniques of editing with dialogue & music
Use of graphics & animation
Basics operations of Final Cut Pro

Module 5: Production team of Ad film

Key members of Ad film production unit
Role of Ad creative, producer & director
Role of production manager
Scheduling & Reece

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Casting and source of casting

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 The videomaker Handbook: A comprehensive guide to making Video - Stinson, Jim

 Film Art: An Introduction - Bordwell, David & Thompson, K.
 Film, An Introduction - William H. Phillips
 Copywriting for the Electronic Media Milan D. Meeske

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SEMESTER -IV

143
 EVENT MANAGEMENT

Course Code: MAMME 20401 Credit Units : 04

Course Objective: This course gives a further insight to the students, on the latest yet very
important element of marketing communications – Event Management. With the traditional
forms of communications becoming saturated, event management has emerged as an effective
alternate for brand awareness. The students will essentially be taken through fundamentals of
event management, concept and design, logistics, marketing and promotion, stagecraft.

Course Contents:

Module-I Activities in Event Management

5c’s of Event Designing
Budgeting
Scheduling
Pre, During Post Event Activities Logistic
Suppliers
Technical requirements-Lighting, Audio/Video
5w’s of Event
Strategic Planning

Module II: Event theme

Venue
Target Audience
Layout
Theme
Backdrop, Banner
Décor

Module III: Entertainment

Various media for event promotion
Understanding the relevance of each media to event promotion
Comparison and strengths and weaknesses of each
Sponsorships
Event marketing and event promotion

Module IV: Event Evaluation

Basic Evaluation Process-Research used for Pre and Post Testing
Establishing tangible objectives and sensitivity in evaluation
Evaluation from Event Organizers’ Point of View
Evaluation from Clients’ Point of View

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

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 Managing Presentations; Wakhlu, Savita Bhan
 Stage Management, Lighting and Sound; Palmer's
 Stage Lighting step-by-step; Walters, Graham
 Scene Design and Stage Lighting; Parker, W.Oren & Wolf, R.Craig
 Event Marketing & Management; Gaur, Sanjaya S.& Saggere,S.V.
 Event Marketing; Hoyle Jr., Leonaed H.
 Event Management; Lynn Van Der Wagem
 Planning, Performing & Controlling; Angus, Robert B.

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 ISSUES IN ADVERTISING AND MARKETING

Course Code: MAMAD 20401 Credit Units: 04

Course Objective: The students will now be ready to understand the nitty gritty of advertising.
Also information will be imparted to students about the new trends introduced and the crucial
issues and norms in advertising.

Course Contents:

Module I: New Trends

In store marketing
E commerce- internet, intranet, extranet
Online marketing
Database marketing
Catalogue marketing

Module II: Advertising and Ethics

ASCII’s code of Advertising Practice
Truth in advertising
Advertising to children
Advertising controversial products

Module III: Celebrity Endorsements

Use of celebrity in advertising
Advantages and disadvantages
Media and Celebrity

Module IV: Constitutional Framework

Constitutional Restrictions on freedom of speech and expression
Law on Morality, Obscenity and Censorship

Examination Scheme:

Components P A CT EE
Weightage (%) 10 5 15 70

Text & References:

 Rajeev Batra, John G. Myers & David A. Aaker, 2000, Advertising Management, Prentice
Hall of India
 David Ogilvy, Ogilvy on Advertising, Vintage Books
 S.A. Chunawalla, K.C. Sethia, Foundations of Advertising Theory & Practice, Himalaya
Publishing
 Advertising Management by Jaishree Jethwanee, Oxford publications


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