Institute for Excellence in Higher Education (IEHE), Bhopal

Structure for UG Programme: UGC CBCS System for

Autonomous College( As per Ordinance 14-A)
Under 4 Yrs. CBCS Course of B.Com( Honours/Research)

PART-A:INTRODUCTION
Program: UG Class: B.Com ( Honours/Research) VI Session:wef2021-22

Subject: Commerce
1. Course Code ………………………… (To be filled by Exam Cell)

2. Course Title Advertisement and Sales Management

3. Course Type Major:- DSE-2 & DSE-3 (c)
4. Pre-Requisites (if any) No

5. Course Learning After the successful completion of the course ,the student
Outcomes(CLO) shall be able to-:
• develop an understanding of strategic and tactical level
decisions involved in development of an advertisement
and their application
• know about possible arrangements for organizing and
evaluating advertising efforts
• comprehend the ethical issues and social aspects of
advertising.
• understand the process involved in personal selling, its
management and implications for relationship
development.
• explain the decisions involved in planning and organizing
the sales efforts.
• explain the decisions involved in sales force management
and the related issues.
6. Credit Value 4

PART-B:CONTENT OF THE COURSE

Total No. of Lectures +Tutorials (in hours per week): L – 4 hrs
Total No. of Lectures: L – 60 (Lecture of one hour)
Module Topics No. of
Lectures
Advertising: 12
I
Importance and Nature; Advertising and Publicity; Advertising Management
Process; Advertising objectives; DAGMAR approach; Determination Of Target
Audience and Positioning; Advertising Budget – Factors Influencing Budget
Decision and Method.

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Date of BOS: ……………………Signature of the Chairman (BOS):
Subject: ……………………………………Name: ………………………………………
 Organization and Evaluation of Advertising Efforts: Centralized and Decentralized
Systems; In- house Agency Arrangements; Advertising Agencies – Selection,
Compensation and Appraisal of Advertising Agency; Managing Advertising Agency
Relations; IMC Services; Reasons for Evaluating Advertising Effectiveness;
Advertising testing process - Before and after advertising tests and techniques.
Keyword: publicity, DAGMAR approach, advertising budget, IMC services
Advertising Message and Media Decisions:
Creativity and advertising; Creative process; Creative strategy, creative appeals 12
II
and execution styles; Copywriting for print, radio, television and web ad Media
Decisions.
Types of media; Advertising through internet and interactive media; Developing
media plan; Media selection and scheduling.
Advertising and Society:
Ethical and social aspects of advertising; Regulation of advertising in India;
Recent developments and issues in advertising
Keyword; creative process, creative appeals, copywriting, web ad media
Sales Management - Personal Selling 12
III
Fundamentals of Personal Selling: Nature and importance of selling; Types of
selling; Personal selling, salesmanship and sales management; Process of effective
selling; Sales management process; Environmental factors impacting selling;
Managing ethics in selling environment; Role of personal selling in customer
relationship management
Keywords: personal selling, salesmanship, effective selling, ethics in selling
environment
Sales Planning and Organization: 12
IV
Market analysis and Sales Forecasting; Sales budget; Sales territory; Sales quota;
Role of IT in sales planning.
Sales Organization: Organization structure; Relationship of sales department with
other departments; Distribution networks relationship.
Keywords: sales forecasting, sales territory, sales quota, networks relationship
Sales Force Management: 12
V
Recruitment and Selection; Training and development- Objectives, techniques and
evaluation; Sales Persons Compensation and Techniques; Sales Contests; Rewards
and Expense Accounts; Motivating and Supervising Sales Personnel; Evaluation and
Control of the Sales Effort – Evaluation of Sales Personnel Performance, Sales and
Cost Analysis.
Keywords: recruitment, selection, training, compensation, motivation,
performance appraisal.

PART-C:LEARNING RESOURCES
Textbooks, Reference Books, Other Resources
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Date of BOS: ……………………Signature of the Chairman (BOS):
Subject: ……………………………………Name: ………………………………………
 .
Textbooks:
1Aakar, D. A., Batra, R. & Mayers, J. G. (1992). Advertising Management. Prentice-Hall International
2. Patel, V. N., & Sharma, S. (2011). Brand Management & Consumer Marketing. New Delhi: Oxford Book
Company.
3. Yadav Poonam And Singh Nishant Kumar, Sales Management, Vayu Education of India.
Reference Book;
1. Shimp, T. A. (2000). Advertising Promotion, Supplemental Aspect of Integrated Marketing Communication.
Harcourt College Publishers.
2. Sharma, K. (2011). Advertising: Planning and Decision Making. New Delhi: Taxmann .
3.Kotler Philip, Marketing Management, Pearson Education.

Suggestive digital platform web links

Suggested equivalent online courses
https://nptel.ac.in/courses/110/105/110105122/
https://onlinecourses.swayam2.ac.in/cec20_ge02/preview

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Date of BOS: ……………………Signature of the Chairman (BOS):
Subject: ……………………………………Name: ………………………………………