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MASTER OF ADVERTISING AND MARKETING MANAGEMENTProgramme 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
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PROGRAM STRUCTURE
FIRST SEMESTER
Course Code Course Title Lectures
(L) Hours
per week
Tutorial
(T) Hours
per week
Practical
(P) Hours
per week
Total
Credits
Page
No.
MAMAD 10101 Advertising Concepts And
Principles
3 2 - 5
MAMMK 10101 Introduction to Marketing 3 1 - 4MAMMK 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
MAMFR 10101
MAMGR 10101
MAMSH 10101MAMJP 10101
MAMCE 10101
Foreign Language-I
French
German
SpanishJapanese
Chinese
2 - - 2
TOTAL 29
SECOND SEMESTER
MAMMK 10201 Client Servicing and
Account Planning
3 - - 3
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
10201
Media Planning & Buying 3 1 - 4
MAMRM 10201 Market Research II 3 1 2 5
MAMBS 10201 Communication Skills-II 1 - - 1
MAMBS 10202 Behavioural Science - II 1 - - 1
MAMFR 10201
MAMGR 10201
MAMSH 10201
MAMJP 10201
MAMCE 10201
Foreign Language-IIFrench
German
Spanish
Japanese
Chinese
2 - - 2
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.
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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
Advertising
3 1 2 5
MAMCM 20301 Corporate
Communication
2 1 - 3
MAMAD 30202 Advertising Research 3 1 2 5MAMEM 20301 Media Production in
Advertising
3 - 2 4
MAMBS 20301 Communication Skills-III 1 - - 1
MAMBS 20302 Behavioural Science - III 1 - - 1
MAMFR 20301
MAMGR 20301
MAMSH 20301MAMJP 20301
MAMCE 20301
Foreign Language-III
French
German
SpanishJapanese
Chinese
2 - - 2
MAMSI 20350 Summer Project
(Evaluation)
- - - 6
TOTAL 39
FOURTH SEMESTER
MAMME 20401 Event Management 3 1 - 4
MAMAD 20401 Issues in Advertising and
Marketing
3 1 - 4
MAMMK 20470
MAMMK 20471
MAMMK 20470
MAMAD 20470
(Any one)
Specialization-Media
Marketing And Planning
Specialization-Client
Servicing And AccountPlanning
Specialization-Public
Relations Events And
Sponsorship
Specialization-Creativity
In Advertising
8
8
8
8
MJMBS 20401 Communication Skills-IV 1 - - 1
MJMBS 20402 Behavioural Science - IV 1 - - 1
MAMFR 20401
MAMGR 20401
MAMSH 20401MAMJP 20401MAMCE 20401
Foreign Language-III
French
German
SpanishJapaneseChinese
2 - - 2
MJMSI 20450 Internship - - - 9
TOTAL 29
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SEMESTER -I
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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. The modules given below will provide complete understanding of the
functions of an advertising organization different specialized functions, role of advertising in a
marketing plan, procedure and models used for developing advertising. The modules will alsogive a complete understanding of the agency operations and specific industry norms used. This
subject marks the beginning and serves as an introduction to the Advertising strategic process in
this particular programme.
Course Content:
Module 1: What is advertising?
Need, definition of brands and its relationships with advertising, Types of advertising and brief
definition and understanding of each.
Module 2: Advertising & MarketingWhat is a Marketing Plan, relationship with advertising, market share, target segmenting andpositioning.
Module 3: Advertising concepts
Target Audience (demographic/psychographics), tone of voice, brand image and brand
positioning.
Module 4: Print Advertising
Structure of a print ad: Headline, visual, logo and taglineTypes: Classified, FMCG, Trade, Public Issue, Public service, Launch, Corporate, etc.
Radio AdvertisingBrief Introduction, terms used and process
TV AdvertisingIntroduction terms and process
Outdoor Advertising
Introduction terms and processClass discussions on recent advertising of each.
Module 5: What is an Advertising Campaign,
Review of latest campaigns and class discussions. Creation of campaigns across print, TV, radio
and outdoor etc. in the form of team presentations
Module 6: Understanding advertising agencies
Types, structure, revenue and functions of various departments.
Introduction to top 10 advertising agencies in India.
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Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Rajeev Batra, John G. Myers & David A. Aaker, 2000, Advertising Management, PrenticeHall of India
David Ogilvy, Ogilvy on Advertising, Vintage Books
S.A. Chunawalla, K.C. Sethia, Foundations of Advertising Theory & Practice, Himalaya
Publishing
Frank Jefkins, Advertising, Macmillan India Limited
J. Thomas Russell, Advertising Procedure, Prentice Hall
Dr. Jaishri N. Jethwaney, Advertising, Phoenix Publishing House
Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik, Advertising, South Western
College Publishing
Herschell Gordon Lewis,Nelson, Handbook of Advertising, NTC Business Books
Roderick White, Advertising, McGraw-Hill
Sean Brierley, The Advertising Handbook, Routldge
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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. To make them understand the principles through real life case studies to build up their
application skills.
Course Contents:
Module 1 Marketing Concepts
What is marketing?
Marketing Concepts Production, Selling, Product & Marketing customer, Societal Concept
Functions of Marketing
Module 2 Marketing Mix
4 Ps of Marketing Product, Price, Place & PromotionAdditional Ps of Service Marketing Process, People & Physical Evidence
Product Lifecycle
Module 3 Segmentation
What is segmentation?
Consumer Segmentation Variables Demographic, Psychographic, Geographical, Behavioral
Module 4 Targeting & Positioning
Targeting Strategies Differentiated, Undifferentiated, Niche
What is positioning? 7 Major Positioning Strategies
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Marketing Management, Philip Kotler, Pearson Education
Principles of Marketing, Philip Kotler & Gary Armstrong, Pearson Education
Business Market Management: Understanding, Creating and Delivering Value, Anderson
Narus, Prentice Hall Magazines Business World, Business Today, Pitch, Time & 4Ps
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CONSUMER BEHAVIOUR
Course Code: MAMMK 10102 Credit Units: 04
Course Objective: The objective of the curriculum is to give an insight in to consumers
decision-making process. The following modules carry various factors that influence consumers
choice of brands, willingness to pay premium, form attitudes and opinions on competitivebrands. 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 - 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; b) Sub cultures; 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
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Weightage (%) 10 5 15 70
Text & References:
Subroto Sengupta, Brand Positioning, Tata McGraw-Hill Publishing Co.
K.K. Srivastava, Sujata Khandai, Consumer Behaviour, Galgotia Publishing CoLeon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson Education Asia
MG Parameswaran, Understanding Consumers, Tata McGraw Hill
MG Parameswaran, Brand Building Advertising Concepts and Cases, Tata McGraw HillAL Ries and Laura Ries, The 22 Immutable Laws of Branding, 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. They
must understand the philosophy and the principles on which this universe stands. The evolutionof management thought in relation to the past as well as its significance in the present day
context.
Course Contents:
Module I: Introduction to Management
Definition of management, components of management, nature and levels of management,features and their significance, characteristics of management, principles of management.
Module II: Management Thoughts-Evolution, Schools & Functions
Mckinsey s 7s approach, Japanese Management Theory and practice, Theory Z, Contribution of
Taylor, Fayol, Modern Era of Management.
Module III: Functions of Management
Defining Management roles,
Planning: Steps in planning, importance in planning, principles of planning, benefits of planning,and limitations of planning.
Organizing: Characteristics, principles, and types of organization, theories of organization,
formal & informal organization, effective organizing and organizational culture.
Controlling: Characteristics, elements of control system, need and importance of controls,purpose & objectives of control, principles of control, process of control.
Leading: Qualities of leadership, functions, approaches to leadership, leadership styles, Likert s
four systems of management.
Module IV: Morale & Motivation
Morale: Definition, factors effecting morale, measurement of moraleMotivation: Theory of hierarchy of needs, Theories of motivation: Herzberg, Hygiene factors.
Module V: Management in Developed & Developing Countries
Political Factor, Economic Factor, Social Factor, Technological Factor and Legal Factor.
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Examination Scheme:
Components P A CT EE
Weight age (%) 10 5 15 70
Text & References:
P. Diwan, Management Principles & Practices, Excel Books
Stephen Robbins, Mary Coulter, Management, Prentice Hall of India Pvt. Ltd.
James A.F. Stoner, R. Edward Freeman, Daniel R. Gilbert, Jr., Management, Prentice Hall
Stephen p. Robbins, Mary Coulter, Management, Prentice Hall
Marshall Goldsmith, Vijay Govindarajan, The Many Facets of Leadership, PearsonEducation
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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 ofMarketing Research. To allow them to understand how marketing research comes in play in
when laying the marketing strategies.
Module -1 Intro 2 Marketing ResearchDefining Marketing Research
Why Marketing Research is required?
Application Areas of MR Projection of demand, Consumer Behavior Research, Manufacturer-dealer Research, Advertising Research
Module 2 Marketing Research Process
Identify the problem & formulate the objectives
Determine Research Technique Qualitative or Quantitative
Determine Data Collection methods, sources & formsDesign Sample & Collect Data
Analyze & InterpretReport Presentation
Module 3 Construction of Questionnaire
Guidelines to making a good questionnaire, Questionnaire V/s Observation
Scales Nominal, Ordinal, Interval, RatioMethods of scale construction Comparative Paired Comparison, Rank Order, Constant Sum
Non-Comparative Scales Continuous Rating Scale & Itemized Rating Scale Likerts,
Semantic, Staple Scale
Module 4 Qualitative Marketing Research
Projection Techniques Association, Construction, Completion, Choice of order & ExpressiveDepth InterviewFocus Groups
Interviews
Slice of Life
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Marketing Management, Philip Kotler, Pearson Education
Marketing Research: Text Application & Case Studies, Ramanuj Majumdar, New AgeInternational Publishers.
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DESIGN SOFTWARE
Course code: MAMCS 10101 Credit Units: 04
Course Objective: This unit will give students a broad knowledge of the basics of computerusage in Adverting. How to work with computers, what are the design softwares? Students will
study the design and layout of pages, taking into consideration the choice of typeface and
positioning and choice of color, images and text. Their work will include practical projects as
well as investigations into current design and editing practices in a variety of print forms.
Course Content:
Module I: Basics of Computer
What is a computer, the Hardware/Software required, Input devices/ Output devices.
Windows, MSOffice: - Ms Word, Ms Power Point, Ms Access,Networking: - LAN, WAN concept.
Module II: What is Design?
Design Elements, Design Principles. How elements and principles helps in design. Where and
how these elements and principles are applicable. showing how design elements combine tocreate an overall look to the publication (Magazine, newspaper, leaflet, poster, pamphlet etc).
Module III: Typography
History of fonts, Sizes of fonts, Classification of fonts, Text: generation and preparation for use,
display, digital typesetting, editing, creation of headlines using appropriate font.
Module IV: Processes and equipments.
Images: choice of appropriate pictures/graphics, electronic scanning and manipulation usingproper resolutions.
Software: page design packages (e.g. Adobe PageMaker, QuarkXpress, Adobe Illustrator,
CorelDraw), picture management packages (e.g. Adobe Photoshop); creation of pages,importation and movement of copy and images, selection and cropping of photographs andgraphics, use of text wrap, anchored graphics and rules, various palettes, master pages, templates
etc. Adobe Illustrator is used for creating vector graphic images and typography. Also file
formats. After creating graphic files, which format you are suppose to save and why? ColourModes, File Formats, Image resolution etc.
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Adobe Page Maker 7.0 Classroom in a book; BPB Publication
Art and production; Sarkar, N.N.
Newspaper Layout & Design: A Team Approach; Daryl & Moen
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SEMESTER -II
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CLIENT SERVICING AND ACCOUNT PLANNING
Course Code: MAMMK 10201 Credit Units: 03
Course Objectives: The course contents are objectively designed to cater the preliminaryrequirements of the changing business trends and make students familiar with the industrial
dynamisms associated with the modern advertising tools and techniques.
Module I IntroductionClient Servicing- Definition, Importance, Scope and Benefits
Service Marketing- Relevance, Importance
Module II- Client servicing Components
Client Brief
BrainstormingMarket Strategy- Segmentation, Targeting, Positioning
Approval
Delivery
Module III- Means to Approach Prospective ClientsImportance of advertising brief, types of advertising brief
The pitching process and its importancePresentations and Negotiations- Credential, Strategic, and Creative
Module IV- Objectivity of Account Planning
Evolution of account planning
Structure of account department
Scope, need and importance of account planningRole of account planner
Market oriented strategic planning
Module V- Appeals in Advertising
Appeals and Advertising message- Types of appeals: Rational to emotional approaches,
Advertising Strategies, USP, Positioning, 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- Chunnawala and SethiaOgilvy on advertising- David Oglivy
Websites: agencyfaqs.com
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ADVERTISING DESIGN
Course Code: MAMAD 10201 Credit Units: 04
Course Objective: The course provides students a broad knowledge of the skills required tocombine all the elements necessary to create an attractive design for advertisements. They will
learn the terminology used in layout and design. The students will study the design for
advertising layouts, graphics, taking into the consideration the choice of typeface and positioning
and choice of colors, images and text. Their work will include practical project as well asinvestigations into current advertising design.
Course Contents:
Module I: Building brand image
Corporate Identity: Study and Usage of Types & Fonts, Color schemes, Punch line andvarious forms of identities.
Corporate Stationary: Logo, Logotype, Letterhead design, Business Card, Envelop,
Catalogues, Brochures. Digital Posters. Calendar Design.Difference between Corporate and Personal stationary.
Module II: Communicating through multiple media
Different types of advertising: Press ad, Magazine ad, Hoardings, Kiosks, Interior & ExteriorSignage, Danglers and Banners etc.
Choice and use of images and colors. Digital and print produces integrated design solutions.
How different choice of typography is useful in making of layout. The concept of choice ofsmart fonts makes attractive and reader friendly advertisements. How can one make design,
which will stand out from the rest?
How relevant images are manipulated for making up of an effective design.
Module III: Concept of Advertising Campaign
Advertising Campaign: Concept development for advertisements. To provide the valuableexperience of developing advertising campaigns, from creative to presentation. Study of variousexisting campaigns. Practical work on developing an advertising campaign involving various
facets of all the mediums. Working on campaign elements- Tagline, Visuals, Copy, Spot colors,
Process colors,Color Management for images.
Module IV: Relevant Softwares of Computer
Photoshop, PageMaker, Corel draw & Illustrator, its relevant usage indifferent in different designforms. Different softwares are used for different purpose with proper impact. Which software is
to be used for making layouts, creating vector graphics/images and raster images?
Module V: Computer and Advertising
How computer and advertising is synonym to each other. To create any ad or design computer isa basic tool. It is smarter and faster to execute layouts. Working examples of the same to be
discussed.
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Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Art and production; Sarkar, N.N.
Newspaper Layout & Design: A Team Approach; Daryl & Moen
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PUBLIC RELATIONS
Course Code: MAMPB 10201 Credit Units: 03
Course Objective: This unit provides an introduction to the principles, concepts and objectives
of Public Relations. Media handling and planning which are integral parts of successful Public
Relations in todays world will be explained. The students will also be taught the techniques of
effective PR Tools. Special emphasis will be laid on the impact of globalisation on Indian andinternational scenario. Crisis management and minimization will also be discussed at length.
Module 1: Public Relations
Basics of Public Relations, Definitions and concepts, Role and Objectives of PR, Public
Relations in India.
Changing trends in PR, Internal & External PR ,Political PR, Globalisation & PR, Lobbying .Event & Crisis Management . Case Studies.
Module 2: Public Relations & Media Affairs
Planning Publicity campaign, Media relations and media planning, Advertising and publicity
campaign.
Module 3: PR Tools
Writing for press, Press release, Press Conference, Press Kits, Company profile, Newsletters,
House Journals, Pamphlets, Leaflets & Brochures, Annual reports.
Module 4: PR for social development
Public Relations, NGOs & socio-economic development, Public Relations Laws and Ethics
Examination Scheme:
Components P A CT EEWeightage (%) 10 5 15 70
Text & References:
Applied Public Relations And Communications; Balan, K.R.
The Practice of Public Relations; Seitel, Fraser P
News, Public Relations and power; Cottle, Simon
Practical Public Relations; Black ,Sam
Effective Public Relations; Cutlip, S. M. & Center ,Allen H.
Public Relation Practices; Center, Allen H. & Jackson, P.
Marketing Public Relations; Henry Jr. & Rene, A.
Public Relations; Jethwaney, J.N. & Sarkar, N.N.
Management of public relations & communication; Sengupta, Sailesh
Dynamic of public Relations; Arya, Ashok
Public Relation; Moore, H. Frazier & Frank B.K.
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BRAND MANAGEMENT - I
Course Code: MAMGM 10201 Credit Units: 04
Course Objective: The word brand owes it origin to Norwegian word brands which meansto burn. Farmers use to put some identification work on the body of the livestock to distinguish
their possession. Products are what companies make but customers buy the brands. Therefore,
marketers resorted to branding in order to distinguish their offerings from similar products and
services provided by their competitors. Additionally it carries an inherent assurance to thecustomers that the quality of a purchase will be similar to earlier purchase of the same brand.
Course Contents:
Module 1: Concept of a Brand
The concept of Brand as a mix of perception & associationsa) What is perception in the context of marketing
b) What are associations?
Module 2:Brand Positioning
a) The concept of positioningb) 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, logo, coloursBrand extension (Relevant ways to extend the Brand)Brand loyalty - How to create loyalty & retain consumers in this age of parity
Brand transformation over time with examples like lifebuouy, etc.
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
David A. Aaker & Erich Joachimsthaler, Brand Leadership, Simon & Schuster UK Ltd.
Subroto Sengupta, Brand Positioning, Tata McGraw-Hill Publishing Co.
Jean-Noel Kapferer, Strategic Brand Management,
David A. Aaker, Managing Brand Equity,
Jean-Noel Kapferer, Re-inventing the Brand, Kogan Page
Merry Baskin and Mark Earls, Brand New Brand Thinking, Kogan Page
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Brad Vanauken, The Brand Management Checklist, Kogan Page
Vikas Publishing, Brand Management, YLR Moorthi
Kevin Lane Keller, Strategic Brand Management, Pearson
Harsh Verma, Brand Management, Excel Books
MG Parameswaran, Understanding Consumers, Tata McGraw Hill
Al Ries, Jack Trout, Positioning The Battle for your Mind, Tata McGraw Hill
Kevin Drawbaugh, Brands in the Balance, Reuters
S. Ramesh Kumar, Managing Indian Brands, Vikas Publishing Positioning by Jack Trout & Al Ries
Strategic Brand Management by Keller
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COPYWRITING
Course Code: MAMAD 10202 Credit Units: 05
Course Objective: To develop an overall understanding of advertising and its types. The lead to
developing an aptitude for creative writing. (Also providing a continuation from the subject of
Advertising concepts and principles in Semester 1).
Module 1
Understanding Creative Brief and its format. Study of Target Audience, Proposition, BrandPositioning, Brand Image and Tone of Voice.
Various approaches used in writing copy. Briefly cover role of celebrity in advertising and
surrogate advertising.
Module 2
What is an advertising campaign? The process of developing advertising campaigns, Big Idea,Creative Strategy and Concepts.
Long copy vs. short copy, visual-led campaigns. Copy-led campaigns.Case study of current/landmark campaigns.
Brainstorming and assignments on developing campaigns.
Module 3
Understanding the creative process for press, TV, radio, In-shop, Outdoor and PR.Elements of a TV commercial and script writing of the same.
Elements of a radio spot/jingle/slogan and writing for the same.
Elements of a press ad and writing for the same.Elements of Outdoor advertising and writing for the same.
Module 4Making presentations of creative work Practice sessions in class through team presentations.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, Cutting Edge Commercials, Prentice Hall of India
John Paxton Sheriff, How to Write Advertising Features, Allison & Busby, London
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Sean Brierley, The Advertising Handbook, Routldge
Prentice Hall, What's in a Name (Advertising and the concept of Brand) , John Philip Jones andJan S. Slater
David E. Carter, The Big Book of Logos, Watson Guptil
Prints Best Typography 2, RC PublicationJune A. Valladares, The Craft of Copywriting, Response Books
Rachel Ballon, PhD, Blueprint for Screenwriting, LEA
MEDIA PLANNING AND BUYING
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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.
Course Contents:
Module I: Introduction to Media Planning
Defining Media Planning, Objectives of Media Planning, Importance of Media Planning in thecurrent scenario.
Module II: Media & the Medium
Types of Media (ATL Media), (BTL Media), characteristics of major media forms, Internet the
next big medium, Difference between Old & new media, merits and demerits of electronic, print
and outdoor Media.
..
Module III: Media Planning ProcessDefining important terms reach, frequency & GRP. etc. Media mix, media strategies . Factors
influencing media strategies. Media scheduling . Audience fragmentation . Media plan &strategy development . Budgeting & various budgeting techniques.
Module IV: Models of Media Planning & Media Buying.
Bill Harveys expansion model, Recency model .Media buying ,New trends in media buying ,Problems in media buying .
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
William B. Goodrich, Jack Z. Scissors, Media Planning Workbook ( 2 Photocopies),NTC Business Books
Jack Z. Scissors, Lincoln Bumba, Advertising Media Planning, NTC Business Books
Larry D. Kelley, Donald W. Jugenheimer, Advertising Media Planning, Prentice Hall ofIndia
Market Research - II
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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. This course will expose the students to the basic techniquesand tools of marketing research.
Course Contents:
Module 1: Sampling
Census V/s SampleSample Frame, Sample Scheme, Sample Profile
Methods of Sampling Probability Sampling - Simple Random, Systematic, Stratified, ClusteredNon-Probability Sampling Convenience, Judgment, Quota
Module 2: Basic Statistics
Measures of Central Tendency: Arithmetic Mean, Weighted Mean, Median and Mode
Measures of Dispersion: Range, Average Deviation, Standard Deviation, Variance.
Module 3 Testing of Hypothesis
What is Hypothesis? Importance of testing a hypothesisChi - Square Test, f test, z test, t test
Module 4 Data Tabulation, Analysis & Interpretation
Over-view of Multivariate Techniques Factor analysis, conjoint analysis, Cluster analysis,
Descriminant Analysis, Anova. How to interpret the data?
Module 5 Formulating MR Report & Presentation
Pre-Writing Considerations, Contents of MR Report & Presenting the Research Report
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Marketing Management, Philip Kotler, Pearson Education
Marketing Research: Text Application & Case Studies, Ramanuj Majumdar, New Age
International Publishers.
Fundamentals of Applied Statistics, SC Gupta, Sultan Chand Publications
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SEMESTER -III
MEDIA MARKETING
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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, market and
its type and the scale of price determination.
Course Contents:
Module I: An introduction to media marketingMedia Market: Concept
Origin, Development, Definition
Need and importance of media marketing
Module II: Business dimensions of media marketing
Media as an industryCost Benefit Analysis of media marketing
Media Market- Types
Capital cost budgetingProduction cost in media marketing
Module III: Price-output determination in different media markets
Perfectly competitive media marketMonopoly media market
Monopolistic media market
Duopoly media marketOligopoly media market
Module IV: Media marketing and Consumer behaviour analysis
Consumer Behavior Analysis, its importance for media marketing
Media marketing & advertising
Consumer Behavior modelsTime selling, space sellingPareto optimality principles in media marketing
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Media Economics by Albaran, Surjeet Publications.
Media Economics: Understanding Marketing and Industrial Tools by Albaran, SurjeetPublications.
Advertising and Marketing Communications by Dr. M.K.Padhy, Gyan Jyoti
Publications,Kathmandu,Nepal.
Media Management by C.B. Memoria, S.Chand Publications
Managerial Economics by H L Ahuja.
Advanced Economics Theory by Prof. H.L. Ahuja, S. Chand Publications
Consumer Economics of Media Industry by Charles Dickinson, Sage Publications
Real life case studies from business journals
MARKETING MANAGEMENT
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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. 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.
Course Contents:
Module 1 Marketing EnvironmentMicro Environment Customer, Employees, Suppliers, Shareholders, Media, 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, Generic Strategies of Marketing, BCG Matrix, Value Chain Analysis, Diffusion of
Innovation, Porters Five Forces Model
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Marketing Management, Philip Kotler, Pearson Education
Principles of Marketing, Philip Kotler & Gary Armstrong, Pearson Education
Business Market Management: Understanding, Creating and Delivering Value, AndersonNarus, Prentice Hall
Magazines Business World, Business Today, Pitch, Time & 4Ps
BRAND MANAGEMENT - II
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Course Code: MAMGM 20301 Credit Units: 04
Course Objective: To understand the complex phenomenon of how brands and influence on
consumers mind works. The curriculum contains reference to consumer psychology, which is
used extensively by brand managers to get the appropriate desired response from the consumer
Course Contents:
MODULE I : Brands in the Indian ContextHow 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.
MODULE III: Focus or ExtensionWays to building Brands- Focus, Product category extension
MODULE IV: An overview of big product categories
TelecomRetail
FMCG
Consumer DurableF & B
MODULE IV: The relevance of brandsIs 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. Aaker & Erich Joachimsthaler, Brand Leadership, Simon & Schuster UK Ltd.
Subroto Sengupta, Brand Positioning, Tata McGraw-Hill Publishing Co. Jean-Noel Kapferer, Strategic Brand Management,
David A. Aaker, Managing Brand Equity,
Jean-Noel Kapferer, Re-inventing the Brand, Kogan Page
Merry Baskin and Mark Earls, Brand New Brand Thinking, Kogan Page
Brad Vanauken, The Brand Management Checklist, Kogan Page
Vikas Publishing, Brand Management, YLR Moorthi
Kevin Lane Keller, Strategic Brand Management, Pearson
MG Parameswaran, Understanding Consumers, Tata McGraw Hill
Al Ries, Jack Trout, Positioning The Battle for your Mind, Tata McGraw Hill
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Kevin Drawbaugh, Brands in the Balance, Reuters
S. Ramesh Kumar, Managing Indian Brands, Vikas Publishing
AL Ries and Laura Ries, The 22 Immutable Laws of Branding, Harper Collins
Debashis Pati, Branding, Macmillan India Ltd.
DIGITAL MEDIA AND ADVERTISING
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Course Code: MAMAD 20301 Credit Units: 05
Course Objective: In this module, the students will learn the usage of graphics and animation as
an integral element of packaging, design and statistical representation of ideas. This is primarily
a technical unit where the student gets the opportunity to convert ideas into reality and get handson experience. The processes and practices of graphics and animation that help to translate
creative imaginations into digital realities will be taught. Acoustics and Sound editing will also
be learnt during the process.
Course Contents:
Module-I
What is animation?
History of animation
Types of animationDifferent Techniques used for animation
Module-II
2D and 3D animation
Difference between 2D and 3D animationComputer animation
Module-III
Stop-motion animation and go-motion animation
The difference between stop-motion and go-motion animationScripting and modeling (sets) for animation
Special effects for animation
Understanding lightMusic and sound effect
Module-IVApplications of Macromedia Flash 5: Key-frame, Onion Key-frame, Importing BMP and JPGimages, Multi-layering, Importing sound
Understanding sound and sound recording:, Types of sound formats- WAVE, MP3, Mixing of
Stereo, Mono, and Multi-track sound, Mixing the composed sound with the animation.
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Ball, R., Beck, J., DeMott R., Deneroff, H., Gerstein, D., Gladstone, F., Knott, T., Leal,
A., Maestri, G., Mallory, M., Mayerson, M., McCracken, H., McGuire, D., Nagel, J.,Pattern, F., Pointer, R., Webb, P., Robinson, C., Ryan, W., Scott, K., Snyder, A. & Webb,
G. (2004) Animation Art: From Pencil to Pixel, the History of Cartoon, Anime & CGI.
Fulhamm London.: Flame Tree Publishing. ISBN 1-84451-140-5
Crafton, Donald (1982). Before Mickey. Cambridge, Massachusetts.: The MIT Press.
ISBN 0-262-03083-7
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Solomon, Charles (1989). Enchanted Drawings: The History of Animation. New York.:
Random House, Inc. ISBN 0-394-54684-9
Williams, Richard, The Animator's Survival KitISBN 0-5712-0228-4
Bob Godfrey and Anna Jackson, '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, Frank Thomas
ISBN-0-7868-607-7
3ds Max Animation & Visual Effects Techniques; Kennedy,Sanford
Macromedia Dreamweaver Mx advanced; Towers, J. Tarin Micromedia Flash Mx: A Biggner's Gide; Underdahl, Brian
Macromedia Flash 5 in 25 Hours; Kerman, Phillip
3D Graphics & Animation; Giambruno, Mark
3ds Max 4; Woods, Cat & Bicalho, A.
3ds Max 5 Bible; Murdock, Kelly L.
Flash 5 Visual Jumpstart; Hartman, Patricia
CORPORATE COMMUNICATION
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Subject Code: MAMGM 20301 Credit Units: 03
Course Objective:The sunrise arena of corporate communication, which is becoming the
preferred career choice of many young mass communicators, will be taught in thismodule. Various components like corporate philosophy, identity, citizenship and
philanthropy will be learnt and discussed by the students. Image and its
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 , Definition & Concepts, need and requirement .
Corporate Communication in Current scenario.Elements of Corporate Communication: Corporate Identity , Corporate Culture
Philosophy ,Citizenship ,Philanthropy, Corporate Social Responsibility.
MODULE II: Different aspects of Corporate Communication
Image ManagementCrisis ManagementMedia Management
Market Management
Case studies
MODULE III: Introduction to EventsDefining Event and Event Management
Different Kinds of EventsRelationship between-Events, Advertising, and PR
Module 2: Marketing of Different Kinds of EventsDepartments 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; Kundra, S.
The power of corporate communication; Argenti,Paul A.& Forman, Janis
Development communication & Media Debate; Menon, Mridula
Event Management; Lynn Van Der Wagem
Sailesh Sengupta, Management of Public Relations And Communication, VikasPublishing
Paul A. Argenti, Corporate Communication, McGraw-Hill
ADVERTISING RESEARCH
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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 consumers behavior, opinions and
attitudes.
Course Contents:
Module IAdvertising Research: Meaning and Definition. Research procedures.
Advertising research programmes. Market research, Media research
Positioning research,Audience research. Limitations of ad. research.
Module II: Advertising Effectiveness
Introduction to Ad. Effectiveness. Process of effectiveness.Guidelines for Advertising effectiveness, Guidelines for message construction.
Measuring the effectiveness of Advertising.
Module IV: Message Research: Pre testing
Pre testing Methods: Direct ratings, Portfolio tests,Physiological tests: The eye camera test, the pupillo-meter test, the tachisto scope testConsumer jury test, GSR test.
Module IV: Message Research
Post testing Methods: Enquiry test Recall test Recognition test, DAR testing
Module V: Ethical Aspects of Advertising.
Introduction to Ethics. Ethics in Advertising. Ethical considerations in Advertising.Methods to improve ethical standards.
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Foundatations of Advertising- Chunnawalla and Sethia
Advertising Management- Jethwany and Sarkar
Advertising: Theory and Practise- Subhir Ghosh
Confessions of an Advertising Man- David Ogilvy
Advertising Management- David Aker and Myers
Reality in Advertising- Rosser Reeves
Advertising and Marketing Communication- Dr. Mahendra Kumar Padhy.
Essentials of Advertising Research-Don Schltz.
Appraising Research in Advertising- Mark.S.Albion and Paul W. Farris
Measuring Advertising Effectiveness-Ward. J. Jensson.
MEDIA PRODUCTION IN ADVERTISING
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Course Code: MAMEM 20301 Credit Units: 04
Course Objective: To impart skills to students in order to become knowledgeable users of film
making techniques. Although they may be using film production houses for Ad Film production,it is imperative for them to know the medium well enough to write film scripts, direct the whole
operations or be an efficient Production Manager.
Course Contents:
Module I: Production process of Ad Film
DevelopmentPre-production
Production
Post productionDistribution
Module 2: Writing for Ad film
Scripts for AD Films
Three point structureNature of TV commercial, Types of TV commercial
Scripting formats & shot breakdownWriting Proposals & Treatments
Costing and Budgeting of Ad film
Module 3: Camera & Lighting
Types of camera formats
Camera basic functions & operationsTypes of camera angles, shots & movements
White balance & colour temperature
Lighting equipmentsThree point lightingButter paper, gel & filters
Module 4: Editing techniques of Ad film
Linear and Non-Linear Editing
Digital & Analog editing systems
Online and offline editingTechnical Vs Creative editor
Basic transitions
Match cut, jump cut, cut-in & cut-away
Parallel cutting & inter-cuttingTechniques 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 unitRole of Ad creative, producer & director
Role of production manager
Scheduling & ReeceCasting and source of casting
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Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
The videomaker Handbook: A comprehensive guide to making Video - Stinson, Jim
Film Art: An Introduction - Bordwell, David & Thompson, K.
Film, An Introduction - William H. Phillips
Copywriting for the Electronic Media Milan D. Meeske
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SEMESTER -IV
EVENT MANAGEMENT
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Course Code:MAMME 20401 Credit Units : 04
Course Objective: This course gives a further insight to the students, on the latest yet very
important element of marketing communications Event Management. With the traditionalforms of communications becoming saturated, event management has emerged as an effective
alternate for brand awareness. The students will essentially be taken through fundamentals of
event management, concept and design, logistics, marketing and promotion, stagecraft.
Course Contents:
Module-I Activities in Event Management
5cs of Event Designing
Budgeting
SchedulingPre, During Post Event Activities LogisticSuppliers
Technical requirements-Lighting, Audio/Video5ws of Event
Strategic Planning
Module II: Event theme
Venue
Target Audience
LayoutTheme
Backdrop, Banner
Dcor
Module III: Entertainment
Various media for event promotionUnderstanding the relevance of each media to event promotionComparison 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 TestingEstablishing 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; Wakhlu, Savita Bhan
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Stage Management, Lighting and Sound; Palmer's
Stage Lighting step-by-step; Walters, Graham
Scene Design and Stage Lighting; Parker, W.Oren & Wolf, R.Craig
Event Marketing & Management; Gaur, Sanjaya S.& Saggere,S.V.
Event Marketing; Hoyle Jr., Leonaed H.
Event Management; Lynn Van Der Wagem
Planning, Performing & Controlling; Angus, Robert B.
ISSUES IN ADVERTISING AND MARKETING
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Course Code:MAMAD 20401 Credit Units: 04
Course Objective: The students will now be ready to understand the nitty gritty of advertising.
Also information will be imparted to students about the new trends introduced and the crucialissues and norms in advertising.
Course Contents:
Module I:New TrendsIn store marketing
E commerce- internet, intranet, extranetOnline marketing
Database marketing
Catalogue marketing
Module II: Advertising and Ethics
ASCIIs code of Advertising PracticeTruth in advertising
Advertising to childrenAdvertising controversial products
Module III: Celebrity Endorsements
Use of celebrity in advertisingAdvantages and disadvantages
Media and Celebrity
Module IV: Constitutional Framework
Constitutional Restrictions on freedom of speech and expression
Law on Morality, Obscenity and Censorship
Examination Scheme:
Components P A CT EE
Weightage (%) 10 5 15 70
Text & References:
Rajeev Batra, John G. Myers & David A. Aaker, 2000, Advertising Management, PrenticeHall of India
David Ogilvy, Ogilvy on Advertising, Vintage Books
S.A. Chunawalla, K.C. Sethia, Foundations of Advertising Theory & Practice, HimalayaPublishing
Advertising Management by Jaishree Jethwanee, Oxford publications
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