Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials ]
Course No. MGT401 Course Title:
PROMOTION MANAGEMENT

L: 3

T: 1

P: 0

Cr: 4

Course Planner :-

12311 :: Kanwal Gurleen

TextBook

1. Advertising & Promotions - An IMC perspective by Kruti Shah & Alan D'Souza , Tata McGraw Hill
Other Specific Books

2. 3. 4. 5.
Other Readings

1. An Introduction to Advertisement and Promotions by Belch George E and Belch Michale, Tata Mc Graw Hill., 2007 Advertising Management,5e by David A Aaker, John G Myers and Rajeev Batra, Prentice Hall India Advertising Management Concepts And Cases by Manendra Mohan, Tata McGraw Hill., 2007 Foundation of Advertising by Chunnawala and Setia, Himayala publications

Sr. No.

Jouranls atricles as compulsary readings (specific articles, Complete reference)

6 7 8 9 10 11 12 13 14

Mobile Promotional Communication and Machine Persuasion by Stafford, Advertising, Promotion and New Media, PHI, 2006 Where Is Advertising Going? Into Stitials by Jeffrey F. Rayport, Harvard Business Review, May, 2008 Managing the power of curiosity for effective web advertising strategies by Menon & Soman, Advertising, Promotion and New Media, PHI, 2006 The code of self regulation in advertising Page 674-681, Advertising Management by Jethwaney & Jain, Oxford Publication, 2008 David Godes, Better Sales Networks, Harvard Business Review, July-August, 2006, pp.102-112 John. H. Fleming, Managing Your Human Sigma, Harvard Business Review, July-August, 2005, pp.107-114 Advertising Express,Ghost ShoppersJanuary 2007. P-13 to 15 Advertising Express,Integrated Marketing Communication july 2007. P-39 to 54 Advertising Express, AnivertisingDecember-2006. P-13 to 18,p-26 to 30

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15 16 17

Philip Kotler, Ending the War Between Selling and Marketing, Harvard Business Review, July-August, 2006 pp.68-78 David Mayer, What Makes a Good Salesman, Harvard Business Review, July-August, 2006, pp.164-171 Thomas. A. Banoma, Major Sales: Who Really Does the Buying?, Harvard Business Review, July August, 2006, pp.172-181

Relevant Websites

Sr. No.

Web adress

(only if relevant to the courses)

Salient Features

18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Page 2 of 11

http://www.answers.com/topic/catalog-marketing http://www.guwahatiyp.com/ad-dagmar.php http://www.amic.com/mdi/mediabudgets.htm http://www.answers.com/topic/catalog-marketing http://en.wikipedia.org/wiki/Telemarketing http://en.wikipedia.org/wiki/Mobile_commerce www.mica-india.net/academicsandresearch/vol.1(c).pdf tutor2u.net/business/marketing/promotion_pushpull.asp www.adcracker.com/strategy/Advertising_Strategy.htm www.allaboutbranding.com/index.lasso?article=438 www.download-it.org/.../3822c4e6eb25f8899d9b7dd77df8ba9d-Pages%20from%20Chapter %209%20Creative%20execution.pdf www.dynamiclogic.com/getting_real.pdf www.marketingteacher.com/lesson.../lesson-sales-promotion.html www.direct-marketing.net www.aboutpublicrelations.net http://link.brightcove.com/services/player/bcpid2890952 001?bctid=4254156001 http://www.guwahatiyp.com/ad-dagmar.php cpa.utk.edu/pdffiles/adc47.pdf www.cfquesnel.com/.../Developing%20a%20Media%20Plan%20-%2008.pdf http://www.wiu.edu/art/courses/handouts/layout.html http://www.copyblogger.com/copywriting-101/ http://advertising.suite101.com/article.cfm/characteristic-of-successful-ad-agencies http://www.reelseo.com/legal-video-seo-rosenberg/

Explains about catalogue marketing Explains about DAGMAR Approach Discussion on Media budgets Explains about catalogue marketing Explains about Telemarketing Explains about Mobile commerce IMC Promotions Management Advertising Strategy Find the Big Idea Creative Execution Creative execution online Sales Promotions Direct Marketing Public Relations Regarding sales communication DAGMAR Promotional Budget Developing Media plan Ad Layout Copywriting Ad Agencies Legal issues in advertising

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41 42 43 44 45 46 47 48 49

http://resources.danskincreative.com/index.asp?title=Creative%20Execution www.download-it.org/.../3822c4e6eb25f8899d9b7dd77df8ba9d-Pages%20from%20Chapter %209%20Creative%20execution.pdf www.marketingteacher.com/lesson.../lesson-sales-promotion.html http://video.aol.com/video-detail/how-to-putan- advertising-portfolio-together/2424172589 www.scribd.com/doc/24201341/Sales-Management http://findarticles.com/p/articles/mi_m3374/is_n13_v11/ai_7756613/

Creative execution Creative execution Sales promotions MultiMedia Strategies Sales Management Personal Selling

http://www.c2b.com.tw/frank/IMC%20Journal/Article/performance%20auditing%20of%20I Measuring Performance MC%20action%20and%20outcomes.pdf Telemarketing http://www.slideshare.net/nceruti/promotionmanagement- 2009 www.aboutpublicrelations.net Public Relations

Detailed Plan For Lectures

Week No. Lecture No. Topic Chapters/Sections of Textbook/other reference Homework to be Assigned to students Pedagogical tool Demonstration/case study/images/anmation ctc. planned

Part 1
Week 1

Lecture 1

Introduction to Promotion Management

Book :1,Chapter 1 Book :25, Book :2, Book :1,Chapter 2 Book :13, Book :24, Book :2, Book :1,Chapter 2 Book :2, Book :1,Chapter 22 Book :25, Book :2, Book :1,Chapter 22 Book :2, Book :1,Chapter 4 Book :33, Book :2,
Term Paper 1 Allocation HomeWork 4 Allocation

Case: Cadbury

Lecture 2

Integrated Marketing Communication Mix

Case: VIP remains leader

Lecture 3
Week 2

Integrated Marketing Communication Mix Promotional strategies

Case: VIP remains leader

Lecture 4

Lecture 5 Lecture 6

Promotional strategies Setting communication objectives:communication Process

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Part 1
Week 3

Lecture 7

Setting communication objectives:Promotion Objectives

Book :1,Chapter 4 Book :2, Book :5, Book :1,Chapter 22 Book :34, Book :2, Book :1,Chapter 21 Book :35, Book :2, Book :4, Book :1,Chapter 21 Book :2, Book :5, Book :1,Chapter 8 Book :27, Book :2, Book :1,Chapter 7 Book :26, Book :5, Book :2, Book :1,Chapter 18 to 21 Book :36, Book :2, Book :5, Book :1,Chapter 18 to 21 Book :5, Book :2, Book :1,Chapter 18 to 21 Book :37, Book :2, Book :5, Book :1,Chapter 18 to 21 Book :38, Book :2, Book :5,
HomeWork 1 Submission HomeWork 1 Allocation

Lecture 8

DAGMAR approach

Lecture 9

Budget for marketing communication

Week 4

Lecture 10

Allocation of budget

Quiz 1

Part 2
Week 4

Lecture 11

Developing Big Idea

Case:tata salt

Lecture 12

Managing an Advertisement campaign

Case:tata salt

Week 5

Lecture 13

Media planning and strategy: Types of Media;

Case-Divya Bhaskar Rocks the Gujrat

Lecture 14

Choosing the Advertisement Message

Lecture 15

Advertisement layout

Week 6

Lecture 16

Copy writing

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Part 2
Week 6

Lecture 17

Advertising Agencies: Structure, Functions

Book :1,Chapter 18 to 21 Book :39, Book :2, Book :5, Book :1,Chapter 24 Book :40, Book :2, Book :1,Chapter 14 Book :43, Book :2, Book :4, Book :1,Chapter 14 Book :2, Book :3, Book :1,Chapter 14 Book :2, Book :5,

HomeWork 2 Allocation

Lecture 18

Understanding the Legal Ethical and Social Aspects of Advertising

Week 7

Lecture 19

Sales Promotion; Understanding Concept,Purpose

Case-Rasna Prankees Promotion(adv and promotion by kruti and alan)

Lecture 20

Types of Sales Promotions,Sales Promotion impact on Sales

Lecture 21

Designing the sales promotion programme

HomeWork 2 Submission

MID-TERM
Part 3
Week 8

Lecture 22

Personal Selling: objectives

Book :1,Chapter 17 Book :2, Book :3, Book :1,Chapter 17 Book :45, Book :2, Book :1,Chapter 17 Book :46, Book :1,Chapter 15 Book :2, Book :3, Book :1,Chapter 15 Book :2, Book :4, Book :18, Book :22, Book :48,
HomeWork 3 Allocation

Lecture 23

managing the Sales Force

Case-Lasting Impressions Case-iTeam, Inc

Lecture 24
Week 9

Steps in personal selling Direct Marketing

Lecture 25

Lecture 26

Understanding Growth and Benefits of Direct Marketing Channels

Lecture 27

Catalogue Marketing, Telemarketing

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Part 3
Week 10

Lecture 28 Lecture 29

M Commerce, E- Marketing Publicity, Public Relations

Book :23, Book :1,Chapter 16 Book :49, Book :2, Book :1,Chapter 16 Book :49, Book :2, Book :1,Chapter 16 Book :2, Book :4, Book :1,Chapter 18 Book :5, Book :2, Book :1,Chapter 19 Book :5, Book :2,
HomeWork 3 Submission Quiz 2

Can this restraint be saved

Part 4
Week 10

Lecture 30

Marketing Public Relations,Major Decisions in Marketing Public Relations

Week 11

Lecture 31

Functioning of the Public Relations Department, Social advertising

Lecture 32

Media Issues: Print Media

Lifebuoy captures audience with its gandhigiri SET boost viewership with Jassi jaisi koi nahin

Lecture 33

Broadcast Media

Week 12

Lecture 34 Lecture 35

Out of Home Media, Unconventional Media,Media Planning and Strategies Developing ,implementing and evaluating Media Strategies

Book :1,Chapter 20 Book :1,Chapter 18 and 19 Book :1,Chapter 9 to 13 Book :2, Book :1,Chapter 9 to 13 Book :44, Book :5, Book :2, Book :1,Chapter 23 Book :5, Book :2, Book :1,Chapter 23 Book :47, Book :4, Book :1,Chapter 23 Book :5, Book :3,

Term Paper 1 Submission

Case:Amul: the taste of India

Lecture 36

Developing ,implementing and evaluating Media Strategies,Multi Media strategies

Week 13

Lecture 37

Evaluating Advertisement Effectiveness

Lecture 38

Measuring the effectiveness of advertisements, frequency and duration of advertising Measuring the effectiveness of advertisements, frequency and duration of advertising

Lecture 39

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Spill Over
Week 14

Lecture 40 Lecture 41 Lecture 42

Creative execution in advertising Celebrity support in execution creative execution in print, radio, television and online advertising creative execution in print, radio, television and online advertising

Book :1, Book :5, Book :1, Book :5, Book :5, Book :1, Book :42, Book :41, Book :1, Book :5,

Week 15

Lecture 43

Details of homework and case studies plan

Homework No. Topic of the Homework Nature of homework (group/individuals/field work

Homework 4 Homework 1 Homework 2

Case study Presentation.Students will be given cases and asked to present on the same in the tutorials. To design a print advertisement for a specific company, which will cover the whole Components of print Add (Use of headings, sub headings, body, captions, colors, Font size, font style, foot notes etc.)

Group Individual

Identify a local Advertising agency and prepare a draft on the working of the agency .Discuss the succesfull Individual ad campaigns done by the particular agency ,covering Video,Print and outdoor promotions.The Visit to Local advertising agency should be arranged for this purpose. The students would be allocated a particular amount of Budget and allocated a company.They have to plan a Media strategy covering the various types of Advertising and promotional techniques(whichever effectively deemed fit in that particular budget) for 6 Months.Give a detailed plan for the same covering cost analysis,frequency of ads etc. Individual

Homework 3

*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

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Scheme for CA:out of 100*

Component Frequency Out of (If any) Marks for each Total Marks

Homework Quiz Term Paper

3 2 1

15 15 25
Total :-

45 30 25
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

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List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper)
Sr. No. Topic

1 2 3 4 5 6

Every student will choose a particular brand for a different product or service category assigned by the teacher and will prepare integrated marketing communications plan. A student will be required to choose a brand in the assigned product category and the student will have to analyse the promotion mix strategies and giving the suggestions for improvement of the same Compare Print advertisements of Last 2 years for particular company alloted to you and study the changes in the themes adopted by the company,content differentiation,Punch line changes,brand ambassador changes etc. Make a scrapbook regarding Unconventional Promotional Methods used by various companies Develop a sales promotional campaign covering all sales promotional tools for the particular company alloted to you. Compare TVC of Last 2 years for particular company alloted to you and study the changes in the themes adopted by the company,content differentiation,Punch line changes,brand ambassador changes etc. Study the case studies on Legal and ethical issues in Promotion and prepare a draft for the same. To design a Video advertisement for a specific company, which will cover the whole Components of Video Add Each student will be allotted an advertisement and he/she will have to analyze the message strategy in the advertisement. Develop a campaign of Corporate Advertising for particular company alloted to you Draw a Promotional Strategy for Educational Institution/LPU using all the IMC tools One Brand would be allocated to each student, through out the semester he/she has to analyse all the tools which are used by the company ;Main parameter would be i.Objective of the add,ii.Celebreties used by company,iii.Media mix strategy,iv.Main focused IMC tool To meet the Area sales Manager and Identify-Essential educational qualifications for becoming a Sales Agent, Specific Training requirements for the job, Any certification Requirement, Essential Personality traits for becoming the sales agent. Each student will have to prepare a sales plan for which a specific product will be assigned to each student. Each student will have to doa) Market Analysis b) Competitor Analysis c) Sales Goal Revenue d) Sales Goal e) Overall sales position plan To Analyse Working of Territory Based companies through personal visit (such as:- Telecom,Fmcg).It will include -how the company recruits a new channel -What parameters they considers while recruiting a new channel -Compensation plan for channel partner

7 8 9 10 11 12

13 14

15

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Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Topic Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)

Tutorial 1 Tutorial 2 Tutorial 3 Tutorial 4 Tutorial 5 Tutorial 6 Tutorial 7

Discussion on Marketing mix strategies Advertising Planning Advertising Strategy Discussion on Creativity in Advertisement Promotional strategies of the Pharmaceutical Industry Doubt Clearing Session,Term Paper review Direct Marketing Case analysis Case analysis Case analysis Case analysis

After Mid-Term
Tutorial 8 Tutorial 9 Tutorial 10 Tutorial 11 Tutorial 12 Tutorial 13 Media Planning and execution Sales Promotion techniques Evaluating IMC performance Evaluating Advertisement Effectiveness Term Paper review Doubt clearing session Case analysis Case analysis Case analysis Case analysis

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