MAMM syllabus 2009

8/7/2019 MAMM syllabus 2009

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MASTER OF ADVERTISING AND MARKETING MANAGEMENTProgramme 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

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PROGRAM STRUCTURE

FIRST SEMESTER

Course Code Course Title Lectures

(L) Hours

per week

Tutorial

(T) Hours

per week

Practical

(P) Hours

per week

Total

Credits

Page

No.

MAMAD 10101 Advertising Concepts And

Principles

3 2 - 5

MAMMK 10101 Introduction to Marketing 3 1 - 4MAMMK 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

MAMFR 10101

MAMGR 10101

MAMSH 10101MAMJP 10101

MAMCE 10101

Foreign Language-I

French

German

SpanishJapanese

Chinese

2 - - 2

TOTAL 29

SECOND SEMESTER

MAMMK 10201 Client Servicing and

Account Planning

3 - - 3

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

10201

Media Planning & Buying 3 1 - 4

MAMRM 10201 Market Research II 3 1 2 5

MAMBS 10201 Communication Skills-II 1 - - 1

MAMBS 10202 Behavioural Science - II 1 - - 1

MAMFR 10201

MAMGR 10201

MAMSH 10201

MAMJP 10201

MAMCE 10201

Foreign Language-IIFrench

German

Spanish

Japanese

Chinese

2 - - 2

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.

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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

Advertising

3 1 2 5

MAMCM 20301 Corporate

Communication

2 1 - 3

MAMAD 30202 Advertising Research 3 1 2 5MAMEM 20301 Media Production in

Advertising

3 - 2 4

MAMBS 20301 Communication Skills-III 1 - - 1

MAMBS 20302 Behavioural Science - III 1 - - 1

MAMFR 20301

MAMGR 20301

MAMSH 20301MAMJP 20301

MAMCE 20301

Foreign Language-III

French

German

SpanishJapanese

Chinese

2 - - 2

MAMSI 20350 Summer Project

(Evaluation)

- - - 6

TOTAL 39

FOURTH SEMESTER

MAMME 20401 Event Management 3 1 - 4

MAMAD 20401 Issues in Advertising and

Marketing

3 1 - 4

MAMMK 20470

MAMMK 20471

MAMMK 20470

MAMAD 20470

(Any one)

Specialization-Media

Marketing And Planning

Specialization-Client

Servicing And AccountPlanning

Specialization-Public

Relations Events And

Sponsorship

Specialization-Creativity

In Advertising

8

8

8

8

MJMBS 20401 Communication Skills-IV 1 - - 1

MJMBS 20402 Behavioural Science - IV 1 - - 1

MAMFR 20401

MAMGR 20401

MAMSH 20401MAMJP 20401MAMCE 20401

Foreign Language-III

French

German

SpanishJapaneseChinese

2 - - 2

MJMSI 20450 Internship - - - 9

TOTAL 29

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SEMESTER -I

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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 alsogive 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 & MarketingWhat is a Marketing Plan, relationship with advertising, market share, target segmenting andpositioning.

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 taglineTypes: Classified, FMCG, Trade, Public Issue, Public service, Launch, Corporate, etc.

Radio AdvertisingBrief Introduction, terms used and process

TV AdvertisingIntroduction terms and process

Outdoor Advertising

Introduction terms and processClass 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.

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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, PrenticeHall 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

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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 & PromotionAdditional 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:


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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CONSUMER BEHAVIOUR


Course Objective: The objective of the curriculum is to give an insight in to consumers

decision-making process. The following modules carry various factors that influence consumers

choice of brands, willingness to pay premium, form attitudes and opinions on competitivebrands. 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:


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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 CoLeon 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 HillAL Ries and Laura Ries, The 22 Immutable Laws of Branding, Harper Collins

Consumer Behaviour by Schiffmann & Kanuk

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 evolutionof 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 moraleMotivation: 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.

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Examination Scheme:


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.

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, PearsonEducation

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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 ofMarketing Research. To allow them to understand how marketing research comes in play in

when laying the marketing strategies.

Module -1 Intro 2 Marketing ResearchDefining 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 & formsDesign Sample & Collect Data

Analyze & InterpretReport Presentation

Module 3 Construction of Questionnaire

Guidelines to making a good questionnaire, Questionnaire V/s Observation

Scales Nominal, Ordinal, Interval, RatioMethods 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 & ExpressiveDepth InterviewFocus Groups

Interviews

Slice of Life

Examination Scheme:


Weightage (%) 10 5 15 70

Text & References:


Marketing Research: Text Application & Case Studies, Ramanuj Majumdar, New AgeInternational Publishers.

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DESIGN SOFTWARE

Course code: MAMCS 10101 Credit Units: 04

Course Objective: This unit will give students a broad knowledge of the basics of computerusage in Adverting. How to work with computers, what are the design softwares? 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 tocreate 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 usingproper 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 andgraphics, 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? ColourModes, File Formats, Image resolution etc.

Examination Scheme:


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

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SEMESTER -II

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CLIENT SERVICING AND ACCOUNT PLANNING


Course Objectives: The course contents are objectively designed to cater the preliminaryrequirements of the changing business trends and make students familiar with the industrial

dynamisms associated with the modern advertising tools and techniques.

Module I IntroductionClient Servicing- Definition, Importance, Scope and Benefits

Service Marketing- Relevance, Importance

Module II- Client servicing Components

Client Brief

BrainstormingMarket Strategy- Segmentation, Targeting, Positioning

Approval

Delivery

Module III- Means to Approach Prospective ClientsImportance of advertising brief, types of advertising brief

The pitching process and its importancePresentations 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 planningRole 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:


Weightage (%) 10 5 15 70

Text and Reference:

Advertising management J Jethwanee and Sarkar

Foundations of advertising- Chunnawala and SethiaOgilvy on advertising- David Oglivy

Websites: agencyfaqs.com

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ADVERTISING DESIGN

Course Code: MAMAD 10201 Credit Units: 04

Course Objective: The course provides students a broad knowledge of the skills required tocombine 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 asinvestigations into current advertising design.

Course Contents:

Module I: Building brand image

Corporate Identity: Study and Usage of Types & Fonts, Color schemes, Punch line andvarious 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 & ExteriorSignage, 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 ofsmart 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 valuableexperience of developing advertising campaigns, from creative to presentation. Study of variousexisting 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 designforms. 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 isa basic tool. It is smarter and faster to execute layouts. Working examples of the same to be

discussed.

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Examination Scheme:


Weightage (%) 10 5 15 70

Text & References:

Art and production; Sarkar, N.N.

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

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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 todays 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 andinternational 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 EEWeightage (%) 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.

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BRAND MANAGEMENT - I


Course Objective: The word brand owes it origin to Norwegian word brands which meansto 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 thecustomers 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 & associationsa) What is perception in the context of marketing

b) What are associations?

Module 2:Brand Positioning

a) The concept of positioningb) 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, coloursBrand 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:


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

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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


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

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COPYWRITING


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, BrandPositioning, 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 4Making 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:


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

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Sean Brierley, The Advertising Handbook, Routldge

Prentice Hall, What's in a Name (Advertising and the concept of Brand) , John Philip Jones andJan S. Slater

David E. Carter, The Big Book of Logos, Watson Guptil

Prints Best Typography 2, RC PublicationJune A. Valladares, The Craft of Copywriting, Response Books

Rachel Ballon, PhD, Blueprint for Screenwriting, LEA

MEDIA PLANNING AND BUYING

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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 thecurrent 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 ProcessDefining 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 Harveys expansion model, Recency model .Media buying ,New trends in media buying ,Problems in media buying .

Examination Scheme:


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 ofIndia

Market Research - II

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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 techniquesand tools of marketing research.

Course Contents:

Module 1: Sampling

Census V/s SampleSample Frame, Sample Scheme, Sample Profile

Methods of Sampling Probability Sampling - Simple Random, Systematic, Stratified, ClusteredNon-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 hypothesisChi - 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:


Weightage (%) 10 5 15 70

Text & References:


Marketing Research: Text Application & Case Studies, Ramanuj Majumdar, New Age

International Publishers.

Fundamentals of Applied Statistics, SC Gupta, Sultan Chand Publications

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SEMESTER -III

MEDIA MARKETING

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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 marketingMedia Market: Concept

Origin, Development, Definition

Need and importance of media marketing

Module II: Business dimensions of media marketing

Media as an industryCost Benefit Analysis of media marketing

Media Market- Types

Capital cost budgetingProduction cost in media marketing

Module III: Price-output determination in different media markets

Perfectly competitive media marketMonopoly media market

Monopolistic media market

Duopoly media marketOligopoly media market

Module IV: Media marketing and Consumer behaviour analysis

Consumer Behavior Analysis, its importance for media marketing

Media marketing & advertising

Consumer Behavior modelsTime selling, space sellingPareto optimality principles in media marketing

Examination Scheme:


Weightage (%) 10 5 15 70

Text & References:

Media Economics by Albaran, Surjeet Publications.

Media Economics: Understanding Marketing and Industrial Tools by Albaran, SurjeetPublications.

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

Real life case studies from business journals

MARKETING MANAGEMENT

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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 EnvironmentMicro 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, Porters Five Forces Model

Examination Scheme:


Weightage (%) 10 5 15 70

Text & References:


Principles of Marketing, Philip Kotler & Gary Armstrong, Pearson Education

Business Market Management: Understanding, Creating and Delivering Value, AndersonNarus, Prentice Hall

Magazines Business World, Business Today, Pitch, Time & 4Ps

BRAND MANAGEMENT - II

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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 ContextHow 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 ExtensionWays to building Brands- Focus, Product category extension

MODULE IV: An overview of big product categories

TelecomRetail

FMCG

Consumer DurableF & B

MODULE IV: The relevance of brandsIs the exposure justified?

Brands vs short term sales

The difficulties in creating long term brands

Examination Scheme:


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

Kevin Lane Keller, Strategic Brand Management, Pearson


Al Ries, Jack Trout, Positioning The Battle for your Mind, Tata McGraw Hill

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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.

DIGITAL MEDIA AND ADVERTISING

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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 handson 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 animationDifferent Techniques used for animation

Module-II

2D and 3D animation

Difference between 2D and 3D animationComputer animation

Module-III

Stop-motion animation and go-motion animation

The difference between stop-motion and go-motion animationScripting and modeling (sets) for animation

Special effects for animation

Understanding lightMusic and sound effect

Module-IVApplications of Macromedia Flash 5: Key-frame, Onion Key-frame, Importing BMP and JPGimages, 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:


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

Crafton, Donald (1982). Before Mickey. Cambridge, Massachusetts.: The MIT Press.

ISBN 0-262-03083-7

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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 KitISBN 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

CORPORATE COMMUNICATION

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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 thismodule. Various components like corporate philosophy, identity, citizenship and

philanthropy will be learnt and discussed by the students. Image and its

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 ManagementCrisis ManagementMedia Management

Market Management

Case studies

MODULE III: Introduction to EventsDefining Event and Event Management

Different Kinds of EventsRelationship between-Events, Advertising, and PR

Module 2: Marketing of Different Kinds of EventsDepartments in an event Management company

Marketing of an Event

Brand Positioning through Events

Examination Scheme:


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, VikasPublishing

Paul A. Argenti, Corporate Communication, McGraw-Hill

ADVERTISING RESEARCH

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Course Objective: The objective is to make the students well versed with the modern trends and

tools of advertising research applied in studying consumers behavior, opinions and

attitudes.

Course Contents:

Module IAdvertising 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 testConsumer 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:


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.

MEDIA PRODUCTION IN ADVERTISING

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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

DevelopmentPre-production

Production

Post productionDistribution

Module 2: Writing for Ad film

Scripts for AD Films

Three point structureNature of TV commercial, Types of TV commercial

Scripting formats & shot breakdownWriting Proposals & Treatments

Costing and Budgeting of Ad film

Module 3: Camera & Lighting

Types of camera formats

Camera basic functions & operationsTypes of camera angles, shots & movements

White balance & colour temperature

Lighting equipmentsThree point lightingButter paper, gel & filters

Module 4: Editing techniques of Ad film

Linear and Non-Linear Editing

Digital & Analog editing systems

Online and offline editingTechnical Vs Creative editor

Basic transitions

Match cut, jump cut, cut-in & cut-away

Parallel cutting & inter-cuttingTechniques 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 unitRole of Ad creative, producer & director

Role of production manager

Scheduling & ReeceCasting and source of casting

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Examination Scheme:


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

EVENT MANAGEMENT

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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 traditionalforms 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

5cs of Event Designing

Budgeting

SchedulingPre, During Post Event Activities LogisticSuppliers

Technical requirements-Lighting, Audio/Video5ws of Event

Strategic Planning

Module II: Event theme

Venue

Target Audience

LayoutTheme

Backdrop, Banner

Dcor

Module III: Entertainment

Various media for event promotionUnderstanding the relevance of each media to event promotionComparison 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 TestingEstablishing tangible objectives and sensitivity in evaluation

Evaluation from Event Organizers Point of View

Evaluation from Clients Point of View

Examination Scheme:


Weightage (%) 10 5 15 70

Text & References:

Managing Presentations; Wakhlu, Savita Bhan

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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.

ISSUES IN ADVERTISING AND MARKETING

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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 crucialissues and norms in advertising.

Course Contents:

Module I:New TrendsIn store marketing

E commerce- internet, intranet, extranetOnline marketing

Database marketing

Catalogue marketing

Module II: Advertising and Ethics

ASCIIs code of Advertising PracticeTruth in advertising

Advertising to childrenAdvertising controversial products

Module III: Celebrity Endorsements

Use of celebrity in advertisingAdvantages 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:


Weightage (%) 10 5 15 70

Text & References:

Rajeev Batra, John G. Myers & David A. Aaker, 2000, Advertising Management, PrenticeHall of India

David Ogilvy, Ogilvy on Advertising, Vintage Books

S.A. Chunawalla, K.C. Sethia, Foundations of Advertising Theory & Practice, HimalayaPublishing

Advertising Management by Jaishree Jethwanee, Oxford publications

Documents

MAMM syllabus 2009