Académique Documents
Professionnel Documents
Culture Documents
Format For Instruction Plan [for Courses with Lectures and Tutorials ]
TextBook
1. Advertising and Promotions An IMC perspective, Kruti Shah, Alan D’Souza, Tata McGraw Hill Publications, 2008
Other Readings
Sr. No. Jouranls atricles as compulsary readings (specific articles, Complete reference)
5 Local Broadcasting TV & Radio, Katy Bachman, Adweek; Jan 4, 2010; 51, 1; ABI/INFORM Global
7 “Aflac's CEO Explains How He Fell for the Duck” by Daniel Amos HBR, Jan 2010
8 “Marketing Malpractise: The Cause and the Cure” by Scott Cook, HBR December 2005
9 “By Word of Mobile” by Sravanthi Challapalli, Business Line, September 10, 2009
Sr. No. Web adress (only if relevant to the courses) Salient Features
Part 1
Week 1 Lecture 1 Introduction to marketing communication, the marketing Book :1,Chapter 1 Case -Cadbury,Page 59,
communication mix, Book 1
Lecture 2 IMC planning process, the marketing plan, the IMC plan Book :1,Chapter 1
->Reference :21,
Lecture 3 IMC an integral part of marketing, marketing mix strategies Book :1,Chapter 2 Case -VIP remains leader,
Page 115, Book 1
Week 2 Lecture 5 Understanding the communication process. Book :1,Chapter 4 Term Paper 1 Allocation
Week 3 Lecture 9 Understanding consumer behaviour, Book :1,Chapter 3 Case - Preethi meets
venkat through
shadi.com, Page 175,
Book 1
Lecture 10 The buying decision process Book :1,Chapter 3
Lecture 12 Budget determination, arriving at the marketing communication budget Book :1,Chapter 22
Week 4 Lecture 13 DAGMAR Approach to setting objectives and measuring advertising Book :1,Chapter 22
effectiveness ->Reference :22,
Part 2
Week 4 Lecture 14 Advertising Strategy, choice of strategic approaches Book :1,Chapter 7 HomeWork 1 Case - Tata salt, Page 282,
->Reference :15, Submission Book 1
Week 5 Lecture 17 Media planning and strategy, Introduction to media planning, Types Book :1,Chapter 21
of Media;
Lecture 18 Developing the Media plan Book :1,Chapter 21 Case- Champion: the
premium milkfood drink,
Page 820, Book 1
Lecture 19 Media Planning - Print Book :1,Chapter 18 Case-Divya Bhaskar,
->Reference :24, Page 721, Book 1
MID-TERM
Part 3
Week 8 Lecture 29 Sales promotions, Sales promotions objectives, Types of sales ->Reference :1,Chapter-14
promotion
Lecture 30 Budgeting and Developing a Sales Promotion Programme Book :1,Chapter 14 HomeWork 3 Allocation Case-Rasna Prankees
Promotion, Page-600 ,
Book 1
Lecture 31 Budgeting and Developing a Sales Promotion Programme Book :1,Chapter 14
Week 9 Lecture 33 Mobile advertising and word-of-mouth Advertising and World wide ->Reference :10,
web communications
Lecture 34 Direct Marketing: Introduction, Elements of Direct marketing Book :1,Chapter 15
->Reference :19,
Lecture 35 Direct marketing media, Book :1,Chapter 15
Lecture 39 Public Relations: an Introduction, Types Book :1,Chapter 16 HomeWork 4 Allocation Case Study-Can this
->Reference :16, restraint be saved,
Book-2
Part 4
Week 10 Lecture 40 Tools of PR, managing public relations Book :1,Chapter 16
Lecture 47 Regulations in advertising: Legislations affecting advertising, code of Book :1,Chapter 24 Term Paper 1
conduct in advertising ->Reference :9, Submission
Lecture 50 Regulations Governing: Direct marketing and Internet marketing. Book :1,Chapter 24
Spill Over
Week 14 Lecture 53 International Advertising and Promotion ->Reference :3,Chapter-20
Homework 1 A student will be required to choose a brand in the assigned product category and the student Group
will have to analyse the promotion mix strategies
Homework 2 Students will be provided with a set of 8 cases to be analyzed and submitted in the form of an Group
assignment.Marks will be assigned on the basis of score in the presentation.
Homework 3 Each student will be allotted an advertisement and he/she will have to analyze the message Individual
strategy in the advertisement.
Homework 4 To design a print advertisement for a specific company, which will cover the whole Individual
Components of print Add (Use of headings, sub headings, body, captions, colors, Font size,
font style, foot notes etc.)
*Normally all the homeworks shall be submitted online but in special courses where homeworks cannot be submited online , the insructor can edit the mode of submission while
entering the IP Details
Homework 3 4 15 45
Term Paper 1 25 25
Quiz 2 15 30
Total :- 100
* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the UMS
After Mid-Term
Tutorial 8 Indian Advertising: Turning Global Case analysis
Tutorial 10 Selling skills and negotiation skills - Wizer Technologies Case analysis
Tutorial 11 Evaluating an IMC Program- Cruising for increased profits Case analysis