School of Business and Management

CHRIST (Deemed to be University)

Course Plan

Program Master of Business Administration

Course Code & Name MBA 543M: Advertising and Public Relations

Trimester Fifth Trimester; August – October 2021

Hours & Credits (1 Credit
= 10 hours)
Course Anchor
Course Facilitators at –
Pune, Lavasa Campus
Course Anchor & Faculty
Contact information
30 hours, 3 Credits
Dr. Vasudevan M
Prof. Vineet Gupta
Prof. Vineet Gupta
School of Business and Management
Lavasa Campus,
Christ (Deemed to be University)
vineet.gupta@christuniversity.in

Course Name: Advertising and Public Course Code: MBA 543AM

Relations
Total number of hours: 30 Hrs Credits: 3
Course This paper is offered as a marketing elective in the fifth trimester. It gives an
Description insight into advertising and prepares students for decisions in advertising
and media in their respective roles in marketing. Students opting for this
elective gain an insight on the role and significance of public relations for
brand building and crisis management.
Course  To explain the basics of advertising with reference to technological,
Objectives ethical and regulatory aspects of business
 To apply multiple research methods pertaining to creative brief
 To analyse Ad appeals and copies for ad campaigns
 To examine media and sales promotion strategies for clients
 To illustrate ethics and values in communicating to stake holders
Terminology** AACSB NBA
Program Learning Goals (PLGs) Program Outcomes (POs)
Program Learning Objective (PLO)
Course Learning Outcomes (CLO) Course Outcomes (COs)
Course Learning Outcomes: On having completed this course student should be able to:

CO CLO Assessment DESCRIPTION REVISED

(NBA) (AACSB) BLOOM’S
TAXONOMY
CO1 CLO1 CIA I, Relate to the basics of advertising with L-2
CIA II technological, ethical and regulatory aspects
of business
CO2 CLO2 CIA I Construct a creative brief using multiple L-3
CIA II research methods
CO3 CLO3 CIA II Examine various Ad appeals that can be L-4
CIA III A suitably used in an Ad copy for marketing
decisions
CO4 CLO4 CIA IIIA List media and sales promotional strategies as L-4
per client requirements
CO5 CLO5 CIA III B Demonstrate ethics and values in L-2
communication for maintaining better public
relations

Programme Learning Goals –Course Outcome Matrix (AACSB)

CLO Corresponding Corresponding
PLO PLG
PLO 2.1 PLG 2
CLO1: Understand the context of
Relate the basics of Functional Knowledge and
business problem and suggest Application
advertising with reference solutions
to technological, ethical
and regulatory aspects of PLO 1.3
Recognize Social and Ethical PLG1 Social Responsibility and
business
issues in business Ethical Sensitivity

PLO 4.1
CLO2: Apply data-based decision PLG 4 Critical Thinking
Construct a creative brief making to address business
using multiple research problems
methods
 PLO 4.2
CLO3: Establish empirical evidence
Examine Ad appeals to support analysis PLG 4 Critical Thinking
appropriate to ad copies

CLO4: List media and PLO 4.3 PLG 4 Critical Thinking

sales promotional Develop ability to interpret
strategies as per client and infer from analysis
requirements

CLO5: PLG 1 Social Responsibility and

Demonstrate ethics and PLO 1.3 Ethical Sensitivity
values in communication Recognize Social and Ethical
for maintaining better issues in business
public relations

Course Vs PLG mapping (Curriculum Mapping) (AACSB)

PLG1 PLG2
Social Functional PLG4 PLG5
PLG3
Responsibility Knowledge Critical Global
Module Communication
and Ethical and Thinking awareness
Sensitivity Application
1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 5 1 2 3
UNIT I

UNIT II  
UNIT

III
UNIT

IV
UNIT V 
Assessment Mapping to Learning Goals and Outcomes (AACSB)

PLG1Social PLG2Functi
PLG4 PLG5
Responsibilit onal PLG3
Global
y and Knowledge Communicati Critical awarenes
Ethical and on Thinking
Assessment s
Sensitivity Application
1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 5 1 2 3
CIA I   
CIA II
(Embedded   
question)

CIA IIIA  

CIA IIIB 
 - Course Mapping
Pedagogy
(teaching
learning
Week
CLO & Exercise Hours methods Resource/
Unit (starting
Unit details PLO s per used)/ Reference
number and end
week activities and details
dates)
or class trips/
dates for
assessment
1.Sandra;
Mitchell,
Nancy; Wells,
Introduction to William
Advertising & Moriarty
Ethics and (2015),
Regulation Advertising &
Advertising, IMC:
Marketi
Advertising Principles and
ng Lecture &
campaigns, IMC; 1.5/We Practice, (10th
Commu Article
Roles and functions ek 1 Ed), New
nication Discussion
Advertising. Types Delhi: Pearson
s.
of advertising, Key CLO- 1, Education,
Players in the Week 1 PLO - India.
Advertising Process. 2.1
Brief History of Chapter 1
Indian Advertising &

HBR Article
I
Reading
Trends affecting Patanjal
advertising-Digital i’s
Age & Challenge of marketi
Sustainability; ng mix: 1.5/We Case Emerald Case
Artificial the ek 1 Discussion Reading
intelligence in monk’s
advertising new
(Self-Learning) Ferrari
Advertising
Regulation- Social
Role of Advertising;
Advertising to
CLO- 1,
Vulnerable sections 1.5/We
PLO - Discussion Chapter 3
of Society; Self- ek 2
1.3
Regulation (ASCI)
& Legal Regulation;
Week 2
Ethics in
Advertising
Research and
Planning in
CLO- 2,
Advertising 1.5/We Lecture &
II PLO - Chapter 6
ek 2 Discussion
4.1
Customer Insight
and use of Research;
 Strategic Planning
and Planning
Process; Brand
Communication
Plan; Target
Audiences
Ad Objectives-
Advertising as a
3/Wee Lecture &
Communication Week 3 Chapter 6
k3 Discussion
Model; Ad Exposure
Model
Maruti
Setting Advertising Suzuki
CLO- 2, Chapter 6 &
Objectives; Account India 3/Wee Case
Week 4 PLO - Emerald Case
Planning; Creative Limited: k 4 Discussion
4.1 Reading
Brief*** the
Celerio
Understanding
Segmentation,
Positioning, (Self-Study,
Chapter 7
Consumers and CCD Video)
Branding for better
advertising insights
Creative Advertising 1.5/We Lecture &
Chapter 12
and the Process ek 5 Discussion
Creating Effective
Chapter 12
Advertising Creative
Week 5
CLO- 3, that 1.5/We Article
&
Informational and PLO - cracks ek 5 Discussion
III HBR Article
Transformational 4.2 the code
Reading
Appeals
Copywriting; Ad 3/Wee Lecture &
Week 6 Chapter 13
Copy Testing; k6 Discussion
1.5/We Lecture &
Ad Production Week 7 Chapter 14
ek 7 Discussion
Effective
Advertising Media ‘‘Doing’
Media planning, ’ the act:
Media Terms; Media Lenovo 4.5/ Chapter 11
Plan & Media Week7 & and Week 7 Case &
Buying; Week 8 corporat & Discussion Emerald case
Effectiveness of e Week 8 Reading
Media and ROI*** CLO- 4, reputati
*Trends in Media & PLO - on
IV
Media Choices 4.3
*Sales promotion,
Point of Purchase,
Support media,
Chapter 16
Event Sponsorship,
*Self Learning
Product Placements,
Chapter 17
Branded
Entertainment,
Direct marketing,
 Personal Selling
(*Self –Study)

2. Public
Relations
Practices
Managerial
Public Relations Case Studies
Purpose of PR and Problems –
Stakeholders for PR 7th Ed – Allen H
3/Wee Lecture &
– Employees, Week 9 Center Et al
k9 Discussion
Investors
Community, Chapter
Customers 1,3,5&6
CLO- 5,
PLO - &
V
1.3 HBR Case
Reading
The
Pepsi
Refresh
Media; Public Issue 1.5/We
Project: Discussion Chapter 7
Campaigns ek 10
A Thirst
Week 10 for
Change
Debates and Crisis
Management; PR 1.5/We Lecture & Chapter 8,9 &
Ethics, Standards ek 10 Discussion 10
and Values