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MASTER OF ADVERTISING AND MARKETING MANAGEMENT

Programme 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

109

PROGRAM STRUCTURE

FIRST SEMESTER

Course Code Course Title Lectures Tutorial Practical Total Page
(L) Hours (T) Hours (P) Hours Credits No.
per week per week per week
MAMAD 10101 Advertising Concepts And 3 2 - 5
Principles
MAMMK 10101 Introduction to Marketing 3 1 - 4
MAMMK 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
Foreign Language-I 2 - - 2
MAMFR 10101 French
MAMGR 10101 German
MAMSH 10101 Spanish
MAMJP 10101 Japanese
MAMCE 10101 Chinese
TOTAL 29

SECOND SEMESTER

MAMMK 10201 Client Servicing and 3 - - 3
Account Planning
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 Media Planning & Buying 3 1 - 4
10201
MAMRM 10201 Market Research II 3 1 2 5
MAMBS 10201 Communication Skills-II 1 - - 1
MAMBS 10202 Behavioural Science - II 1 - - 1
Foreign Language-II 2 - - 2
MAMFR 10201 French
MAMGR 10201 German
MAMSH 10201 Spanish
MAMJP 10201 Japanese
MAMCE 10201 Chinese
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.

110

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 3 1 2 5
Advertising
MAMCM 20301 Corporate 2 1 - 3
Communication
MAMAD 30202 Advertising Research 3 1 2 5
MAMEM 20301 Media Production in 3 - 2 4
Advertising
MAMBS 20301 Communication Skills-III 1 - - 1
MAMBS 20302 Behavioural Science - III 1 - - 1
Foreign Language-III 2 - - 2
MAMFR 20301 French
MAMGR 20301 German
MAMSH 20301 Spanish
MAMJP 20301 Japanese
MAMCE 20301 Chinese
MAMSI 20350 Summer Project - - - 6
(Evaluation)
TOTAL 39

FOURTH SEMESTER
MAMME 20401 Event Management 3 1 - 4
MAMAD 20401 Issues in Advertising and 3 1 - 4
Marketing
(Any one)
MAMMK 20470 Specialization-Media 8
Marketing And Planning
Specialization-Client
MAMMK 20471 Servicing And Account 8
Planning

MAMMK 20470 Specialization-Public 8
Relations Events And
Sponsorship

MAMAD 20470 Specialization-Creativity 8
In Advertising

MJMBS 20401 Communication Skills-IV 1 - - 1
MJMBS 20402 Behavioural Science - IV 1 - - 1
Foreign Language-III 2 - - 2
MAMFR 20401 French
MAMGR 20401 German
MAMSH 20401 Spanish
MAMJP 20401 Japanese
MAMCE 20401 Chinese
MJMSI 20450 Internship - - - 9
TOTAL 29

111

SEMESTER -I 112 .

Introduction to top 10 advertising agencies in India. market share. Radio Advertising Brief Introduction. brand image and brand positioning. definition of brands and its relationships with advertising. Corporate. Public service. Review of latest campaigns and class discussions. 113 . tone of voice. Module 3: Advertising concepts Target Audience (demographic/psychographics). etc. revenue and functions of various departments. Course Content: Module 1: What is advertising? Need. TV. relationship with advertising. This subject marks the beginning and serves as an introduction to the Advertising strategic process in this particular programme. role of advertising in a marketing plan. Module 2: Advertising & Marketing What is a Marketing Plan. Trade. Creation of campaigns across print. Module 5: What is an Advertising Campaign. 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. terms used and process TV Advertising Introduction terms and process Outdoor Advertising Introduction terms and process Class discussions on recent advertising of each. Types of advertising and brief definition and understanding of each. FMCG. Launch. target segmenting and positioning. Public Issue. Module 4: Print Advertising Structure of a print ad: Headline. in the form of team presentations Module 6: Understanding advertising agencies Types. The modules given below will provide complete understanding of the functions of an advertising organization – different specialized functions. visual. procedure and models used for developing advertising. The modules will also give a complete understanding of the agency operations and specific industry norms used. structure. logo and tagline Types: Classified. radio and outdoor etc.

Nelson.C. Jethwaney. Aaker. Advertising. Phoenix Publishing House • Thomas C.A. Chris T. McGraw-Hill • Sean Brierley. Thomas Russell. K. Advertising. Ogilvy on Advertising. Advertising Procedure. John G. NTC Business Books • Roderick White. Allen. O'Guinn. Himalaya Publishing • Frank Jefkins.Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Rajeev Batra. Vintage Books • S. The Advertising Handbook. Advertising. Richard J. 2000. Prentice Hall • Dr. Semenik. Routldge 114 . Jaishri N. Prentice Hall of India • David Ogilvy. Handbook of Advertising. Advertising Management. South Western College Publishing • Herschell Gordon Lewis. Advertising. Sethia. Macmillan India Limited • J. Foundations of Advertising Theory & Practice. Chunawalla. Myers & David A.

Anderson Narus. Pearson Education • Principles of Marketing. Course Contents: Module – 1 Marketing Concepts What is marketing? Marketing Concepts – Production. Undifferentiated. Pitch. Philip Kotler. Creating and Delivering Value. Geographical. Prentice Hall • Magazines – Business World. Societal Concept Functions of Marketing Module – 2 Marketing Mix 4 Ps of Marketing – Product. Philip Kotler & Gary Armstrong. To make them understand the principles through real life case studies to build up their application skills. Place & Promotion Additional Ps of Service Marketing – Process. Product & Marketing customer. Price. Niche What is positioning? 7 Major Positioning Strategies Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Marketing Management. Time & 4Ps 115 . 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. Selling. Psychographic. Pearson Education • Business Market Management: Understanding. Behavioral Module – 4 Targeting & Positioning Targeting Strategies – Differentiated. Business Today. People & Physical Evidence Product Lifecycle Module – 3 Segmentation What is segmentation? Consumer Segmentation Variables – Demographic.

The following modules carry various factors that influence consumer’s choice of brands. CONSUMER BEHAVIOUR Course Code: MAMMK 10102 Credit Units: 04 Course Objective: The objective of the curriculum is to give an insight in to consumer’s decision-making process. b) Sub cultures. willingness to pay premium. 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 . 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: Components P A CT EE 116 .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. form attitudes and opinions on competitive brands.

leadership styles. need and importance of controls. Pearson Education Asia MG Parameswaran. Contribution of Taylor. Leading: Qualities of leadership. Tata McGraw Hill MG Parameswaran. Fayol. characteristics of management. K. Leslie Lazar Kanuk. benefits of planning. The 22 Immutable Laws of Branding. Tata McGraw Hill AL Ries and Laura Ries. functions. factors effecting morale. importance in planning. process of control. Organizing: Characteristics. Module IV: Morale & Motivation Morale: Definition. Tata McGraw-Hill Publishing Co. purpose & objectives of control.K. Likert’ s four systems of management. principles of planning. Srivastava. Consumer Behaviour. Module V: Management in Developed & Developing Countries Political Factor. The evolution of management thought in relation to the past as well as its significance in the present day context. Controlling: Characteristics. Theories of motivation: Herzberg. principles of management.Weightage (%) 10 5 15 70 Text & References: Subroto Sengupta. Galgotia Publishing Co Leon G. Sujata Khandai. nature and levels of management. Module II: Management Thoughts-Evolution. Consumer Behaviour. Course Contents: Module I: Introduction to Management Definition of management. elements of control system. They must understand the philosophy and the principles on which this universe stands. Schools & Functions Mckinsey’ s 7s approach. effective organizing and organizational culture. principles of control. Schiffman. Planning: Steps in planning. Theory Z. Social Factor. Japanese Management Theory and practice. measurement of morale Motivation: Theory of hierarchy of needs. formal & informal organization. principles. Understanding Consumers. features and their significance. and types of organization. 117 . components of management. and limitations of planning. Hygiene factors. Module III: Functions of Management Defining Management roles. 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. Brand Building Advertising Concepts and Cases. Brand Positioning. theories of organization. Economic Factor. Technological Factor and Legal Factor. Modern Era of Management. approaches to leadership.

Examination Scheme: Components P A CT EE Weight age (%) 10 5 15 70 Text & References: • P. Mary Coulter. Gilbert. Management. Vijay Govindarajan. R. Edward Freeman. Prentice Hall of India Pvt. Management.F. Ltd. Diwan. Pearson Education 118 . Jr. Daniel R. Management Principles & Practices. • James A. Prentice Hall • Stephen p. Management. Robbins. Excel Books • Stephen Robbins.. Mary Coulter. Stoner. The Many Facets of Leadership. Prentice Hall • Marshall Goldsmith.

Ordinal. Rank Order. Questionnaire V/s Observation Scales – Nominal. Choice of order & Expressive Depth Interview Focus Groups Interviews Slice of Life Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Marketing Management. Constant Sum Non-Comparative Scales – Continuous Rating Scale & Itemized Rating Scale – Likerts. To allow them to understand how marketing research comes in play in when laying the marketing strategies. Module -1 Intro 2 Marketing Research Defining Marketing Research Why Marketing Research is required? Application Areas of MR – Projection of demand. Ramanuj Majumdar. Philip Kotler. Staple Scale Module – 4 Qualitative Marketing Research Projection Techniques – Association. 119 . Construction. Manufacturer- dealer Research. sources & forms Design Sample & Collect Data Analyze & Interpret Report Presentation Module – 3 Construction of Questionnaire Guidelines to making a good questionnaire. 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 of Marketing Research. Completion. Advertising Research Module – 2 Marketing Research Process Identify the problem & formulate the objectives Determine Research Technique – Qualitative or Quantitative Determine Data Collection methods. Pearson Education • Marketing Research: Text Application & Case Studies. New Age International Publishers. Interval. Consumer Behavior Research. Semantic. Ratio Methods of scale construction – Comparative – Paired Comparison.

Adobe PageMaker. what are the design software’s? Students will study the design and layout of pages. creation of pages. How to work with computers. selection and cropping of photographs and graphics. picture management packages (e. DESIGN SOFTWARE Course code: MAMCS 10101 Credit Units: 04 Course Objective: This unit will give students a broad knowledge of the basics of computer usage in Adverting. Image resolution etc. various palettes. display. creation of headlines using appropriate font. N. newspaper. digital typesetting. QuarkXpress. Module IV: Processes and equipments. BPB Publication • Art and production. Daryl & Moen 120 . Images: choice of appropriate pictures/graphics. File Formats. After creating graphic files.g. use of text wrap.0 Classroom in a book.Ms Word. Adobe Illustrator is used for creating vector graphic images and typography. How elements and principles helps in design. taking into consideration the choice of typeface and positioning and choice of color. templates etc. Also file formats. showing how design elements combine to create an overall ‘look’ to the publication (Magazine. Design Principles. Module III: Typography History of fonts. electronic scanning and manipulation using proper resolutions. leaflet. the Hardware/Software required. Their work will include practical projects as well as investigations into current design and editing practices in a variety of print forms. Text: generation and preparation for use. importation and movement of copy and images. Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Adobe Page Maker 7. images and text. WAN concept. Sarkar. Windows. Ms Power Point. Networking: .LAN. Input devices/ Output devices. pamphlet etc). which format you are suppose to save and why? Colour Modes. Sizes of fonts. Module II: What is Design? Design Elements. Software: page design packages (e. master pages. Course Content: Module I: Basics of Computer What is a computer. Adobe Illustrator.g. MSOffice: . anchored graphics and rules. editing. Classification of fonts.N. Where and how these elements and principles are applicable. Ms Access. CorelDraw). poster. • Newspaper Layout & Design: A Team Approach. Adobe Photoshop).

SEMESTER -II 121 .

Credential.com 122 . Scope and Benefits Service Marketing. types of advertising brief The pitching process and its importance Presentations and Negotiations. and Creative Module IV. CLIENT SERVICING AND ACCOUNT PLANNING Course Code: MAMMK 10201 Credit Units: 03 Course Objectives: The course contents are objectively designed to cater the preliminary requirements of the changing business trends and make students familiar with the industrial dynamisms associated with the modern advertising tools and techniques. Module I – Introduction Client Servicing. need and importance of account planning Role of account planner Market oriented strategic planning Module V. USP.Segmentation. Advertising Strategies. Targeting.Definition.Chunnawala and Sethia Ogilvy on advertising. Positioning.Means to Approach Prospective Clients Importance of advertising brief.Types of appeals: Rational to emotional approaches. Positioning Approval Delivery Module III.Objectivity of Account Planning Evolution of account planning Structure of account department Scope.Appeals in Advertising Appeals and Advertising message. Importance. Importance Module II. Brand Image Approach Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text and Reference: Advertising management – J Jethwanee and Sarkar Foundations of advertising. Strategic.David Oglivy Websites: agencyfaqs.Relevance.Client servicing Components Client Brief Brainstorming Market Strategy.

Process colors. Magazine ad. Digital and print produces integrated design solutions. Business Card. How can one make design. graphics. Visuals. Module III: Concept of Advertising Campaign Advertising Campaign: Concept development for advertisements. Which software is to be used for making layouts. ADVERTISING DESIGN Course Code: MAMAD 10201 Credit Units: 04 Course Objective: The course provides students a broad knowledge of the skills required to combine all the elements necessary to create an attractive design for advertisements. taking into the consideration the choice of typeface and positioning and choice of colors. 123 . Course Contents: Module I: Building brand image Corporate Identity: Study and Usage of Types & Fonts. which will stand out from the rest? How relevant images are manipulated for making up of an effective design. Color Management for images.Tagline. Corel draw & Illustrator. images and text. Practical work on developing an advertising campaign involving various facets of all the mediums. from creative to presentation. Color schemes. Spot colors. Logotype. They will learn the terminology used in layout and design. Letterhead design. It is smarter and faster to execute layouts. Punch line and various forms of identities. Difference between Corporate and Personal stationary. Brochures. Copy. Danglers and Banners etc. Calendar Design. To provide the valuable experience of developing advertising campaigns. Module II: Communicating through multiple media Different types of advertising: Press ad. The concept of choice of smart fonts makes attractive and reader friendly advertisements. Module IV: Relevant Softwares of Computer Photoshop. Hoardings. Digital Posters. Their work will include practical project as well as investigations into current advertising design. How different choice of typography is useful in making of layout. Kiosks. To create any ad or design computer is a basic tool. Different softwares are used for different purpose with proper impact. Study of various existing campaigns. Catalogues. its relevant usage indifferent in different design forms. Envelop. The students will study the design for advertising layouts. creating vector graphics/images and raster images? Module V: Computer and Advertising How computer and advertising is synonym to each other. Interior & Exterior Signage. Working on campaign elements. Corporate Stationary: Logo. PageMaker. Choice and use of images and colors. Working examples of the same to be discussed.

N. • Newspaper Layout & Design: A Team Approach. Daryl & Moen 124 .Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Art and production. Sarkar.N.

Internal & External PR . M. Advertising and publicity campaign.R. Jethwaney. Cutlip. Black . N. Media relations and media planning. J. Public Relations and power.Political PR. S.Sam • Effective Public Relations. & Jackson. Definitions and concepts. Simon • Practical Public Relations.N. K. & Sarkar. H. Balan. Sailesh • Dynamic of public Relations. Arya. Moore. P. Ashok • Public Relation. Module 1: Public Relations Basics of Public Relations.N. Public Relations in India. • Public Relation Practices. Lobbying . Company profile. • Public Relations. Henry Jr. Press Conference. Frazier & Frank B. House Journals. • The Practice of Public Relations. Role and Objectives of PR. Globalisation & PR. Changing trends in PR. • Marketing Public Relations.K. Fraser P • News. Press Kits. Module 2: Public Relations & Media Affairs Planning Publicity campaign. & Rene. Case Studies. • Management of public relations & communication. Cottle.Allen H. Crisis management and minimization will also be discussed at length. Module 4: PR for social development Public Relations. Allen H. A. concepts and objectives of Public Relations. Special emphasis will be laid on the impact of globalisation on Indian and international scenario. PUBLIC RELATIONS Course Code: MAMPB 10201 Credit Units: 03 Course Objective: This unit provides an introduction to the principles. Seitel. Press release. Media handling and planning which are integral parts of successful Public Relations in today’s world will be explained. Public Relations Laws and Ethics Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Applied Public Relations And Communications. Leaflets & Brochures. Center. Newsletters. Sengupta. Module 3: PR Tools Writing for press. NGOs & socio-economic development. Pamphlets. 125 . Annual reports. Event & Crisis Management . & Center . The students will also be taught the techniques of effective PR Tools.

etc. Kogan Page • Merry Baskin and Mark Earls. • David A. Re-inventing the Brand. colours Brand extension (Relevant ways to extend the Brand) Brand loyalty . • Jean-Noel Kapferer. Aaker & Erich Joachimsthaler. marketers resorted to branding in order to distinguish their offerings from similar products and services provided by their competitors. logo. Aaker. • Subroto Sengupta. Additionally it carries an inherent assurance to the customers that the quality of a purchase will be similar to earlier purchase of the same brand. Managing Brand Equity. Brand Positioning. BRAND MANAGEMENT .How to create loyalty & retain consumers in this age of parity Brand transformation over time with examples like lifebuouy. Kogan Page 126 . Products are what companies make but customers buy the brands. Therefore. Brand Leadership. Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • David A. Farmers use to put some identification work on the body of the livestock to distinguish their possession.I Course Code: MAMGM 10201 Credit Units: 04 Course Objective: The word “brand” owes it origin to Norwegian word “brands” which means to burn. Simon & Schuster UK Ltd. Brand New Brand Thinking. Strategic Brand Management. Tata McGraw-Hill Publishing Co. Course Contents: Module 1: Concept of a Brand The concept of Brand as a mix of perception & associations a) What is perception in the context of marketing b) What are associations? Module 2:Brand Positioning a) The concept of positioning b) 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. • Jean-Noel Kapferer.

Tata McGraw Hill • Al Ries. Reuters • S. The Brand Management Checklist. Understanding Consumers. Pearson • Harsh Verma. Kogan Page • Vikas Publishing. Brand Management. Jack Trout. Strategic Brand Management. Brand Management.• Brad Vanauken. YLR Moorthi • Kevin Lane Keller. Excel Books • MG Parameswaran. Ramesh Kumar. Positioning The Battle for your Mind. Managing Indian Brands. Tata McGraw Hill • Kevin Drawbaugh. Vikas Publishing • Positioning by Jack Trout & Al Ries • Strategic Brand Management by Keller 127 . Brands in the Balance.

Module 1 Understanding Creative Brief and its format. Brainstorming and assignments on developing campaigns. Elements of a radio spot/jingle/slogan and writing for the same. Prentice Hall of India • John Paxton Sheriff. Study of Target Audience. short copy. Long copy vs. visual-led campaigns. Elements of a press ad and writing for the same. Elements of a TV commercial and script writing of the same. TV. Various approaches used in writing copy. How to Write Advertising Features. Copy-led campaigns. Big Idea. The lead to developing an aptitude for creative writing. Case study of current/landmark campaigns. Brand Image and Tone of Voice. Allison & Busby. 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: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Jim Aitchison. Module 3 Understanding the creative process for press. London 128 . In-shop. Elements of Outdoor advertising and writing for the same. Brand Positioning. Creative Strategy and Concepts. (Also providing a continuation from the subject of Advertising concepts and principles in Semester 1). Outdoor and PR. COPYWRITING Course Code: MAMAD 10202 Credit Units: 05 Course Objective: To develop an overall understanding of advertising and its types. Cutting Edge Commercials. Module 4 Making presentations of creative work Practice sessions in class through team presentations. Proposition. Briefly cover role of celebrity in advertising and surrogate advertising. Module 2 What is an advertising campaign? The process of developing advertising campaigns. radio.

Carter. The Craft of Copywriting. The Big Book of Logos. Valladares. PhD. What's in a Name (Advertising and the concept of Brand) . RC Publication June A. Response Books Rachel Ballon. Routldge Prentice Hall. Watson Guptil Prints Best Typography 2. Blueprint for Screenwriting.Sean Brierley. LEA MEDIA PLANNING AND BUYING 129 . The Advertising Handbook. Slater David E. John Philip Jones and Jan S.

Advertising Media Planning. Scissors.II 130 . Goodrich.. Media Planning Workbook ( 2 Photocopies). NTC Business Books • Jack Z. Difference between Old & new media. Module III: Media Planning Process Defining important terms reach. Factors influencing media strategies. . Scissors. media strategies . Objectives of Media Planning. Jugenheimer. Lincoln Bumba. frequency & GRP. Advertising Media Planning. Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • William B. Importance of Media Planning in the current scenario. print and outdoor Media. Kelley. Prentice Hall of India Market Research .New trends in media buying . merits and demerits of electronic. Module IV: Models of Media Planning & Media Buying. Media mix.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. Audience fragmentation .Media buying . NTC Business Books • Larry D. Internet –the next big medium. characteristics of major media forms. Media scheduling . Donald W. (BTL Media). etc. Recency model . Course Contents: Module I: Introduction to Media Planning Defining Media Planning. Budgeting & various budgeting techniques. Problems in media buying . Module II: Media & the Medium Types of Media (ATL Media). Media plan & strategy development . Bill Harvey’s expansion model. Jack Z.

Square Test. Sample Profile Methods of Sampling – Probability Sampling . Descriminant Analysis. Contents of MR Report & Presenting the Research Report Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Marketing Management. conjoint analysis. Philip Kotler. Module – 3 Testing of Hypothesis What is Hypothesis? Importance of testing a hypothesis Chi . Median and Mode Measures of Dispersion: Range. Ramanuj Majumdar. Judgment. f test. • Fundamentals of Applied Statistics. Course Contents: Module 1: Sampling Census V/s Sample Sample Frame. Sultan Chand Publications 131 . Clustered Non-Probability Sampling – Convenience. Systematic. Average Deviation. Analysis & Interpretation Over-view of Multivariate Techniques – Factor analysis. Pearson Education • Marketing Research: Text Application & Case Studies.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. New Age International Publishers. Standard Deviation. Anova. Stratified. Cluster analysis.Simple Random. SC Gupta. How to interpret the data? Module – 5 Formulating MR Report & Presentation Pre-Writing Considerations. Variance. This course will expose the students to the basic techniques and tools of marketing research. Sample Scheme. t test Module – 4 Data Tabulation. z test. Quota Module 2: Basic Statistics Measures of Central Tendency: Arithmetic Mean. Weighted Mean.

SEMESTER -III MEDIA MARKETING 132 .

Gyan Jyoti Publications. space selling Pareto optimality principles in media marketing Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Media Economics by Albaran.B. Course Contents: Module I: An introduction to media marketing Media Market: Concept Origin. M. • ‘Media Management’ by C. Chand Publications • ‘Consumer Economics of Media Industry’ by Charles Dickinson.Course Code: MAMMK 20301 Credit Units: 04 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. Sage Publications • Real life case studies from business journals MARKETING MANAGEMENT 133 .Padhy. • Advertising and Marketing Communications by Dr. Development. Memoria.Chand Publications • Managerial Economics by H L Ahuja. Ahuja.Nepal. Surjeet Publications. S.K. • Advanced Economics Theory by Prof. Surjeet Publications.L.Types Capital cost budgeting Production cost in media marketing Module III: Price-output determination in different media markets Perfectly competitive media market Monopoly media market Monopolistic media market Duopoly media market Oligopoly media market Module IV: Media marketing and Consumer behaviour analysis Consumer Behavior Analysis. • Media Economics: Understanding Marketing and Industrial Tools by Albaran.Kathmandu. H. market and its type and the scale of price determination. its importance for media marketing Media marketing & advertising Consumer Behavior models Time selling. S. Definition Need and importance of media marketing Module II: Business dimensions of media marketing Media as an industry Cost Benefit Analysis of media marketing Media Market.

Generic Strategies of Marketing. Porter’s Five Forces Model Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Marketing Management. Pearson Education • Business Market Management: Understanding. Anderson Narus. Course Contents: Module – 1 Marketing Environment Micro Environment – Customer. Business Today. Suppliers. Media. Prentice Hall • Magazines – Business World. Shareholders. Employees.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. Philip Kotler & Gary Armstrong. Philip Kotler. BCG Matrix. Pearson Education • Principles of Marketing. Diffusion of Innovation. Pitch.II 134 . Creating and Delivering Value. Value Chain Analysis. 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. 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. Time & 4Ps BRAND MANAGEMENT .

Tata McGraw Hill • Al Ries. Brand Positioning. Kogan Page • Brad Vanauken. Aaker & Erich Joachimsthaler. Product category extension MODULE IV: An overview of big product categories Telecom Retail FMCG Consumer Durable F&B MODULE IV: The relevance of brands Is the exposure justified? Brands vs short term sales The difficulties in creating long term brands Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • David A. • Jean-Noel Kapferer. Strategic Brand Management.Focus. MODULE III: Focus or Extension Ways to building Brands. Understanding Consumers. The curriculum contains reference to consumer psychology. • Subroto Sengupta. • Jean-Noel Kapferer. Strategic Brand Management. Kogan Page • Vikas Publishing. Kogan Page • Merry Baskin and Mark Earls. Pearson • MG Parameswaran. Brand Management. Simon & Schuster UK Ltd. YLR Moorthi • Kevin Lane Keller. Jack Trout. Positioning The Battle for your Mind. • David A. Tata McGraw Hill 135 . The Brand Management Checklist. Re-inventing the Brand. Managing Brand Equity. Aaker. which is used extensively by brand managers to get the appropriate desired response from the consumer Course Contents: MODULE I : Brands in the Indian Context How 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. Tata McGraw-Hill Publishing Co. Brand New Brand Thinking. Brand Leadership.Course Code: MAMGM 20301 Credit Units: 04 Course Objective: To understand the complex phenomenon of how brands and influence on consumers mind works.

Macmillan India Ltd. Brands in the Balance. Managing Indian Brands. The 22 Immutable Laws of Branding. Vikas Publishing • AL Ries and Laura Ries.• Kevin Drawbaugh. Branding. DIGITAL MEDIA AND ADVERTISING 136 . Ramesh Kumar. Reuters • S. Harper Collins • Debashis Pati.

.. P. Anime & CGI. K. McGuire. MP3. Donald (1982).. Webb. Maestri. design and statistical representation of ideas. Gerstein. Knott. This is primarily a technical unit where the student gets the opportunity to convert ideas into reality and get hands on experience.. Robinson. Onion Key-frame. (2004) Animation Art: From Pencil to Pixel.. ISBN 0-262-03083-7 137 .Course Code: MAMAD 20301 Credit Units: 05 Course Objective: In this module. Mayerson. The processes and practices of graphics and animation that help to translate creative imaginations into digital realities will be taught. Fulhamm London. Before Mickey. Importing sound Understanding sound and sound recording:... the students will learn the usage of graphics and animation as an integral element of packaging. G. A... G. & Webb. Multi-layering. H.. D. McCracken. Snyder. F. J. W. Scott... Acoustics and Sound editing will also be learnt during the process.. Ryan. R. Types of sound formats. Mono. Mallory. Gladstone. H. A. M. Mixing of Stereo. Pattern. Deneroff. Pointer. Nagel. Beck. D. J. Cambridge.. R. Course Contents: Module-I What is animation? History of animation Types of animation Different Techniques used for animation Module-II 2D and 3D animation Difference between 2D and 3D animation Computer animation Module-III Stop-motion animation and go-motion animation The difference between stop-motion and go-motion animation Scripting and modeling (sets) for animation Special effects for animation Understanding light Music and sound effect Module-IV Applications of Macromedia Flash –5: Key-frame. Importing BMP and JPG images. F. the History of Cartoon. Leal.. C.. and Multi-track sound... DeMott R.WAVE.: Flame Tree Publishing. M. Mixing the composed sound with the animation... Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Ball. ISBN 1-84451-140-5 • Crafton. T.: The MIT Press. Massachusetts.

Towers. Kelly L. '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. • Flash 5 Visual Jumpstart. Brian • Macromedia Flash 5 in 25 Hours. Cat & Bicalho. Kerman. Inc. A. Giambruno. Frank Thomas • ISBN-0-7868-607-7 • 3ds Max Animation & Visual Effects Techniques. Underdahl. The Animator's Survival Kit ISBN 0-5712-0228-4 • Bob Godfrey and Anna Jackson. Richard.• Solomon.Sanford • Macromedia Dreamweaver Mx advanced. Charles (1989). Murdock. ISBN 0-394-54684-9 • Williams. • 3ds Max 5 Bible. Phillip • 3D Graphics & Animation. Tarin • Micromedia Flash Mx: A Biggner's Gide. Woods. Enchanted Drawings: The History of Animation. Kennedy. Mark • 3ds Max 4. Patricia CORPORATE COMMUNICATION 138 . Hartman. J.: Random House. New York.

Vikas Publishing • Paul A. need and requirement . Management of Public Relations And Communication. Corporate Communication in Current scenario.Paul A. Mridula • Event Management. Various components like corporate philosophy. Advertising. Lynn Van Der Wagem • Sailesh Sengupta. • The power of corporate communication. Menon.& Forman. which is becoming the preferred career choice of many young mass communicators. McGraw-Hill ADVERTISING RESEARCH 139 . Argenti. Definition & Concepts.Philanthropy. S. MODULE II: Different aspects of Corporate Communication Image Management Crisis Management Media Management Market Management Case studies MODULE III: Introduction to Events Defining Event and Event Management Different Kinds of Events Relationship between-Events. citizenship and philanthropy will be learnt and discussed by the students. Janis • Development communication & Media Debate. Image and it’s 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 . Argenti.Subject Code: MAMGM 20301 Credit Units: 03 Course Objective: The sunrise arena of corporate communication. Corporate Communication. Corporate Culture Philosophy . Corporate Social Responsibility. will be taught in this module. identity. Kundra. and PR Module 2: Marketing of Different Kinds of Events Departments in an event Management company Marketing of an Event Brand Positioning through Events Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Media Management.Citizenship . Elements of Corporate Communication: Corporate Identity .

Methods to improve ethical standards. J. Farris • Measuring Advertising Effectiveness-Ward. Effectiveness. • Essentials of Advertising Research-Don Schltz. Measuring the effectiveness of Advertising. Media research Positioning research.Rosser Reeves • Advertising and Marketing Communication. Physiological tests: The eye camera test. Course Contents: Module I Advertising Research: Meaning and Definition.Course Code: MAMAD 30202 Credit Units: 05 Course Objective: The objective is to make the students well versed with the modern trends and tools of advertising research applied in studying consumer’s behavior. the tachisto scope test Consumer jury test.S. GSR test. Portfolio tests. Module II: Advertising Effectiveness Introduction to Ad. DAR testing Module V: Ethical Aspects of Advertising. Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Foundatations of Advertising. Process of effectiveness.David Ogilvy • Advertising Management.Dr. Introduction to Ethics.David Aker and Myers • Reality in Advertising. Ethics in Advertising. Module IV: Message Research: Pre testing Pre testing Methods: Direct ratings. Advertising research programmes. Limitations of ad. Jensson.Subhir Ghosh • Confessions of an Advertising Man.Audience research. Guidelines for message construction. • Appraising Research in Advertising.Mark. Module IV: Message Research Post testing Methods: Enquiry test Recall test Recognition test. MEDIA PRODUCTION IN ADVERTISING 140 .Jethwany and Sarkar • Advertising: Theory and Practise. opinions and attitudes. Mahendra Kumar Padhy.Albion and Paul W. research. Ethical considerations in Advertising. Guidelines for Advertising effectiveness.Chunnawalla and Sethia • Advertising Management. the pupillo-meter test. Market research. Research procedures.

producer & director Role of production manager Scheduling & Reece Casting and source of casting 141 . Types of TV commercial Scripting formats & shot breakdown Writing Proposals & Treatments Costing and Budgeting of Ad film Module 3: Camera & Lighting Types of camera formats Camera basic functions & operations Types of camera angles. Although they may be using film production houses for Ad Film production. jump cut. cut-in & cut-away Parallel cutting & inter-cutting Techniques 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 unit Role of Ad creative. shots & movements White balance & colour temperature Lighting equipments Three point lighting Butter paper. Course Contents: Module I: Production process of Ad Film Development Pre-production Production Post production Distribution Module 2: Writing for Ad film Scripts for AD Films Three point structure Nature of TV commercial. gel & filters Module 4: Editing techniques of Ad film Linear and Non-Linear Editing Digital & Analog editing systems Online and offline editing Technical Vs Creative editor Basic transitions Match cut.Course Code: MAMEM 20301 Credit Units: 04 Course Objective: To impart skills to students in order to become knowledgeable users of film making techniques. direct the whole operations or be an efficient Production Manager. it is imperative for them to know the medium well enough to write film scripts.

William H. An Introduction . Meeske 142 . Phillips • Copywriting for the Electronic Media Milan D. K.Bordwell.Stinson. David & Thompson. Jim • Film Art: An Introduction . • Film.Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • The videomaker Handbook: A comprehensive guide to making Video .

SEMESTER -IV EVENT MANAGEMENT 143 .

marketing and promotion. Course Contents: Module-I Activities in Event Management 5c’s of Event Designing Budgeting Scheduling Pre. Audio/Video 5w’s of Event Strategic Planning Module II: Event theme Venue Target Audience Layout Theme Backdrop. Wakhlu. With the traditional forms of communications becoming saturated. Savita Bhan 144 . event management has emerged as an effective alternate for brand awareness. stagecraft. Banner Décor Module III: Entertainment Various media for event promotion Understanding the relevance of each media to event promotion Comparison 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 Testing Establishing tangible objectives and sensitivity in evaluation Evaluation from Event Organizers’ Point of View Evaluation from Clients’ Point of View Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Managing Presentations.Course Code: MAMME 20401 Credit Units : 04 Course Objective: This course gives a further insight to the students. The students will essentially be taken through fundamentals of event management. concept and design. logistics. on the latest yet very important element of marketing communications – Event Management. During Post Event Activities Logistic Suppliers Technical requirements-Lighting.

Lighting and Sound. Angus. Sanjaya S. Palmer's • Stage Lighting step-by-step. Parker.• Stage Management.. Leonaed H.& Saggere. W. Gaur. Lynn Van Der Wagem • Planning. R.Craig • Event Marketing & Management.Oren & Wolf. Hoyle Jr. Performing & Controlling. • Event Marketing. ISSUES IN ADVERTISING AND MARKETING 145 . Walters.V. Robert B. • Event Management.S. Graham • Scene Design and Stage Lighting.

2000. Chunawalla. Also information will be imparted to students about the new trends introduced and the crucial issues and norms in advertising. intranet. Obscenity and Censorship Examination Scheme: Components P A CT EE Weightage (%) 10 5 15 70 Text & References: • Rajeev Batra. Advertising Management. extranet Online marketing Database marketing Catalogue marketing Module II: Advertising and Ethics ASCII’s code of Advertising Practice Truth in advertising Advertising to children Advertising controversial products Module III: Celebrity Endorsements Use of celebrity in advertising Advantages and disadvantages Media and Celebrity Module IV: Constitutional Framework Constitutional Restrictions on freedom of speech and expression Law on Morality. Aaker. Foundations of Advertising Theory & Practice. John G.internet. Myers & David A. Vintage Books • S. Himalaya Publishing • Advertising Management by Jaishree Jethwanee. Ogilvy on Advertising. Course Contents: Module I: New Trends In store marketing E commerce. K. Sethia. Prentice Hall of India • David Ogilvy.A.Course Code: MAMAD 20401 Credit Units: 04 Course Objective: The students will now be ready to understand the nitty gritty of advertising.C. Oxford publications • 146 .