Professional Documents
Culture Documents
Course Code
: SL MM 614
Sessions
: 30
Credit
:3
Semester
: III/IV
Objective
The syllabus aims at providing Advertising knowledge required for perspective building to students
who wish to join the Advertising and Media Industry and those who want to get into the Marketing
Communication function in any Corporate. The course seeks to deliver basic skills for managing
advertising businesses by combining theoretical learning about Advertising with the practical inputs
from industry practices and considering that students are aware of Marketing, Marketing Research
and Consumer behavior.
REFERENCE BOOKS
Advertising Management
Advertising Management
Advertising Principles and Practice
The Online Advertising Playbook
Advertising And The Mind of the Consumer
Ogilvy on Advertising
The Practice and Advertising
Principles of Advertising & IMC
A Media Planning A Practical Guide
Advertising Media Planning
Advertising Strategy Creative Tactics from
The Outside/In
Detailed Syllabus
How Advertising Works: Evolution of
Advertising Advertising Theories & Models
Influencing People The Communication and
Persuasion Process Role of Conditioning &
9
1
No. of
Sessions
4
4
4
3
Advertising Research
Creating Oral, Written and Visual
Advertising
Profile of Advertising Industry
5
5
Global Advertising
Defining / Analyzing preposition
in a consumer context (USP Vs.
UBP)
2
1
Total
30