S.P.

MANDALI’S
WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH

ACADEMIC DELIVERABLES CELL (ADC)

TEACHING AND LEARNING PLAN (TLP)

Title of the subject Advertising Management

Name of the faculty Dr. Namrata Singh
Name of the program / specialization if PGPME
any
Course Revision No
Academic Year & Trimester / Semester 2019-20/ 1st
No of credit hours and sessions Full Credit/ 30 hrs
Faculty contact details 9004255549

This course will discuss about Growth and changing role of advertising industry. Explain
how Advertising complements other elements of Marketing Communications. Identify the
organizations that comprise the advertising industry and different type of advertisements.

Learning Objectives:

 Identify and respond to clients' advertising and marketing communications

objectives by applying principles of marketing and communications.
 Develop an advertising plan and present and defend it persuasively.
 Contribute to evaluating the effectiveness of advertising and marketing
communications initiatives.
 Participate in the development of creative solutions to address advertising and
marketing communications challenges.
 Contribute to planning, implementing, monitoring and evaluating projects.

Learning Outcomes (LO ):

 The current scenario and the trends applicable across the Marketing Communications
spectrum and advertising
 Students should be able to construct Advertising creative strategies and tactics,
including all kind of media platforms.
 Students will get to know about the latest trends in advertising and can relate with
brand building.

1
 Mapping of Learning Outcomes of the subject to the AOL goals

Leader Innovatio Critical and Communic Global Role of self

ship n Analytical ation Perspectiv in
Thinking e organizatio
n and
society
LO 1 * * *
LO 2 * * * *
LO 3 * * *

Recommended Readings / Books / Websites / Videos:

1. Belch George, Belch Michael, (1997) Advertising and Promotion: An Integrated
Marketing Communications Perspective, San Diego University
2. Batra Rajeev, Myers John G., Aaker David A. (1992) Advertising Management:
3. No Logo: Naomi Klein

Session Plan:

Details of Syllabus Delivery for Subject ‘ XYZ ‘

Pedagogy

Articles , Case Study , Presentations, Videos and

Session Topics to be Covered Assignments

Introduction to Advertising and Pre Reading :

its applications 1. Batra Rajeev, Myers John G., Aaker David A. (1992)
Advertising Management
1.
2. Articles

Promotion Pre Reading :

a. Advertising 1. Articles
b. Public Relations 2. Field assignments
2
c. Sales Promotion
d. Direct Mail and BTL
Activities
Theories and Models of 1. Case studies
advertising 2. Class room assignments
3

Brand Building Pre Reading :

a. Defining Brand 1. Belch George, Belch Michael, (1997) Advertising and
4 b. Life cycle of brand Promotion: An Integrated Marketing Communications
c. Brand positioning Perspective, San Diego University
d. Brand- consumer 1. Assignments

2
 relationship 2. market survey

Advertising Agency- structure 1. assignments (industry insights)

5 and process

6 Presentations

Strategy and planning process Pre Reading :

in advertising campaigns 1. Case Study
a. Planning and 2.
8 advertising campaigns
b. Strategic considerations
b.
c.
Case Study discussion
8

Consumer Behaviour
a. Models of Buying Behavior
9
b. Market Segment
c. Measuring effectiveness
Creative Strategy and Creative Class room assignments
Development
10 a. Idea generation
b. Creating Appeal
c. Execution
Media Strategy and Planning Pre Reading :
1. case study
11

Case study discussion

Advertising classification and 1. class room activity
Current Issues
a. Types of Advertising
12
b. Advertising and Law and
ethics

Sales Promotion
a) Consumer promotion
13 b) Trade promotions
Direct marketing

14
Advertising Campaign 1. Class room activity
Final Assignment/ Revision
15 session

Evaluation Schedule

3
 Evaluation Methodology % of marks assigned The Learning
Objective that it
will measure *
1. Surprise quizzes 10
2. Case evaluation 10
3. Group presentations 10
4. Project 10
5. End Term Exam 60
( For evaluation methodology 1- 6 maximum weightage can be 40 % , balance will be for
end term exam )
*Please specify which Learning Outcome goal will be measured by each evaluation
method. An evaluation method can measure one or more Learning Outcomes.

Approved By
TLP submitted Program Head Dean – Dean -
by Specialization Academics
Name of the Dr. Namrata
Faculty Singh

Signature

Date