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Course Objective:
The objective of the course is to familiarize students with advertising concepts and strategies, the methods and tools
used. Enabling them to develop advertising strategies and plans and to develop the judgment parameters required in
product management, to evaluate advertising.
Course Contents:
Module I: Introduction
Role of Promotion in Marketing Mix. Components of promotion mix viz Advertising Publicity, Personal selling,
Public relations and Sales promotion. Concept of integrated marketing communication.
Examination Scheme:
CT HA C V A EE
Components
Weightage (%) 10 5 5 5 5 70
Text & References:
Text:
Belch and Belch, Advertising and Promotion, Sixth Edition, Tata McGraw Hill
References:
Batra Rajeev, Aaker, David A and Myere John G. Advertising Management, Fifth Edition, Pearson Education
Advertising Management Chunawalla