Scribd
Upload
1K views1 page

MBA MAR 5-Advertising and Sales Promotion

This document outlines the course objectives and modules for an MBA course on Advertising and Sales Promotion. The course aims to provide an understanding of marketing communication processes and an in-depth view of sales promotion. The 5 modules cover topics like integrated marketing communications, consumer behavior and communication models, advertising principles and techniques, the importance and objectives of sales promotion, and the relevance of publicity and public relations. Recommended reading materials include 5 marketing and advertising books.

Uploaded by

deejayboy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
1K views1 page

MBA MAR 5-Advertising and Sales Promotion

This document outlines the course objectives and modules for an MBA course on Advertising and Sales Promotion. The course aims to provide an understanding of marketing communication processes and an in-depth view of sales promotion. The 5 modules cover topics like integrated marketing communications, consumer behavior and communication models, advertising principles and techniques, the importance and objectives of sales promotion, and the relevance of publicity and public relations. Recommended reading materials include 5 marketing and advertising books.

Uploaded by

deejayboy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
You are on page 1/ 1

UNIVERSITY OF CALICUT

MASTER OF BUSINESS ADMINISTRATION

MBA MAR- 5: ADVERTISING AND SALES PROMOTION

60 Hours 100 marks

Course objectives:
• To understand the process of marketing communication and,
• To gain an in-depth understanding about sales promotion.

Module I
Marketing communications: Introduction to integrated marketing communications; Advertising,
personal selling, sales promotion, publicity and public relations. Need and importance of
integrated marketing communications. Legal and regulatory aspects of integrated marketing
communications; Advantages and disadvantages of marketing communications to the producer,
consumer, advertising agencies and society.

Module II
Consumer behaviour and marketing communications; Communication process; Wilber
Schramam’s model, Two step Flow of Communication, Theory of cognitive dissonance and clues
for advertising strategists.

Module III
Advertising: Meaning; Definitions; importance and scope; Advertising agencies; functions of
advertising agencies; Building of advertising programme- Message, headlines, Copy, Logo,
illustration, Appeals, Layout; Creativity in advertising; Copy preparation and testing; Campaign
planning; Media planning; Budgeting; Evaluation; Timing of advertising; Selection,
Compensating and appraisal of advertising agency; Television advertising; News paper
advertising; Magazine and periodical advertising; Ethics in advertising; Regulatory framework for
advertising.

Module IV
Sales promotion: Importance and scope; Need and objectives of sales promotion; Consumer
promotion; channel promotion; Timing of sales promotion; Measurement of impact of sales
promotion; sales promotion budgeting.

Module V
Publicity and public relations: Relevance, scope and importance. Methods of publicity. Different
types of publics and their role in marketing; Managing publics; Methods of publicity; Publicity
materials; Public relations officer- role and functions; Personal selling strategy- importance and
role; Scope of personal selling.

Books:
1. Aaker, David A et. el.: Advertising Management, Prentice Hall of India, New Delhi 1985.
2. Belch, Geroge E. and Belch, Michael A: Advertising and Sales Promotion, Tata McGraw
Hill, New Delhi 2004.
3. Jones, John Philip: Behind Powerful Brands, Tata McGraw Hill, New Delhi 2000.
4. Hard, Norman: The Practice of Advertising, Butterworth Heinemann, Oxford 1995.
5. Sengupta, Subroto: Brand Positioning, Strategies for Competitive Advantages, Tata
McGraw Hill, New Delhi 1990.
6. Arean, William J.: Advertising,

47

You might also like