SCHOOL OF MANAGEMENT STUDIES-MRPG COLLEGE

MBA IV Semester
LESSON PLAN : ADERTISING AND BRAND MANAGEMENT
Class work from 5th Dec 2016 - 30th March 2017
LECTURE
NO.
1
2
3
4&5
6&7
8
9
10
11
12 & 13
14 & 15
16
17
18
19,20 & 21
22
23 & 24
25
26

TOPICS TO BE
COVERED
Syllabus

learning
objectives
Unit 1
Introduction to advertising
Advertising
and
Communication
Integrated Marketing
Communication (IMC)
Challenges and opportunities
in Advertising
Economic and social aspects
of Advertising
Ethical
aspects
of
Advertising
Unit 2
Audience
Analysis
in
Advertising
Media planning

METHODOLOGY

ASSIGNMENT

Lecturing
Lecturing
discussion
Lecturing
discussion
Lecturing
discussion
Lecturing
discussion
Lecturing
discussion
Lecturing
discussion
Lecturing
discussion

and Collection of various advertisements

and their objectives
and

Lecturing
discussion
Media Mix decisions
Lecturing
discussion
Developing media Strategy
Lecturing
discussion
Creative strategy and copy Lecturing
writing
discussion
Different types of appeals
Lecturing
discussion
Layout design
Lecturing
discussion
Unit 3
Lecturing
Methods of formulating discussion
advertising budgets
Evaluation of advertising Lecturing
Effectiveness
discussion
Advertising agencies :Role Lecturing
and functions
discussion
Unit 4
Lecturing
Direct response advertising - discussion
overview
Home shopping
Lecturing
discussion

and Preparing a flow chart showing the

steps in media planning
and Discussion of case study on Media
Mix
and

and Preparation of Flowchart highlighting

the role of advertising in IMC
and
and
and Presentation on some unethical aspects
of advertisements
and

and Presentation
of
advertisements
showing creativity
and Preparation of videos explaining
various advertising appeals
and
and Collection of Ad budgets by some
MNCs
and
and Preparation of list of Indian / foreign
ad agencies
and
and

27

Direct Mail

28

Catalogs, telemarketing

29

Internet advertising

30

International advertising

31
32
33
34 &35
36
37 & 38
39
40 & 41
42
43 & 44

Lecturing
discussion
Lecturing
discussion
Lecturing
discussion

Lecturing
discussion
Impact of culture and Lecturing
customs on advertising
discussion
Law and Regulations
Lecturing
discussion
Unit 5
Lecturing
Brand
management- discussion
Overview
Brand
building
and Lecturing
positioning
discussion
Measuring
brand Lecturing
performance
discussion
Designing Brand Marketing Lecturing
Programmes
discussion
Evaluating
Brand Lecturing
performance
discussion
Branding in Retail Business
Lecturing
discussion
Role of own label
Lecturing
discussion
Emerging trends in Brand Lecturing
Management
discussion

and
and Presentation of some sample catalogs
and Written submission on challenges and
opportunities
in
using
internet
advertising
and
and Role playing on cultural impact on
advertising
and
and
and
and
and Role play
programmes
and

on

brand

marketing

and Live study on some retailers and their

branding procedures
and
and

Suggested readings:
1. William Wills, John Burnett and Sandra Mriarty Advertising Principles and Practice
Pearson,ND
2. YLR Murthy, Brand Management: Indian Cases . Vikas, ND
3. John. S. Wright Wills. L.Winter, Jr. and Sherliyer K.Leigler, Advertising Tata McGraw Hill.
4. Manendra Mohan Advertising Management Concepts and Cases Tata McGraw Hill.
5. Percy & Elliot Strategic Advertising Management, Oxford University Press.
6. AK.S.A.Chunnawala and K.C.Sethia Foundations of Advertising Theory and Practice
Himalaya
7. George E.Belch and Michael A.Belch Advertising and Promotion and Integrated Marketing
Communication Perspective Tata McGraw Hill.
8. Chunnawala, S.A., Compendium of Brand Management, Himalaya Publications House, 2004.
9. Mathur, U.G. Brand Management Text and Cases, Macmillan India Ltd. 2006.

The following are the list of cases to be discussed during the Fourth semester. It is decided to
distribute the case study copies to all the students, one day in advance.