SEMESTER V-ADVERTISING

COURSE CODE CREDITS COURSE NAME

COMPULSORY-CORE 04X2=08 DRG(DISCIPLINE RELATED GENERIC)
BAMMC DRGA-501 04 1. COPY WRITING
BAMMC DRGA-502 04 2. ADVERTISING & MARKETING RESEARCH

DSE 1 A (DISCIPLINE SPECIFIC ELECTIVES-)

ELECTIVES- 03X04=12
(ANY FOUR COURSES)
BAMMC EAGI 1501 1. GLOBALIZATION & INTERNATIONAL ADVERTISING
BAMMC EABB 1502 2. BRAND BUILDING
BAMMC EAAM 1503 3. AGENCY MANAGEMENT
BAMMC EAAP 1504 4. ACCOUNT PLANNING & ADVERTISING
BAMMC EASM 1505 5. SOCIAL MEDIA MARKETING
BAMMC EADM 1506 6. DIRECT MARKETING & E-COMMERCE
BAMMC EACB 1507 7. CONSUMER BEHAVIOUR
BAMMC EADF 1508 8. DOCUMENTARY & AD FILM MAKING
TOTAL 20

COMPULSORY-CORE 04X2=08 DRG(DISCIPLINE RELATED GENERIC)

BAMMC DRGA-501 04 3. COPY WRITING

BAMMC DRGA-502 04 4. ADVERTISING & MARKETING RESEARCH

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 COMPULSORY 01
PROGRAM BAMMC
YEAR TYBAMMC-ADVERTISING
SEMESTER V
COURSE: COPYWRITING
COURSE CODE BAMMC DRGA-501
PAPER DRGA (COMPULSORY)
TOTAL MARKS 100 (75:25)
NO OF LECTURES 48

SEMESTER V
COURSE CODE COURSE NAME & DETAILED SYLLABUS
BAMMC DRGA-501 COPYWRITING
COURSE OUTCOME:
1. To familiarize the students with the concept of copywriting as selling through writing
2. To learn the process of creating original, strategic, compelling copy for various mediums
3. To train students to generate, develop and express ideas effectively
4. To learn the rudimentary techniques of advertising headline and body copywriting, the
economy of words and thought peculiar to this type of writing, and the necessity of creative
thinking in written expression.
5. In an ad agency, as a copywriter, one cannot “Just be creative and express self” – here one is
in a ‘creative professional’, and have to be able to use the power of creativity for a
commercial/business reason – as someone is paying you to get a problem solved, using
your creativity.
6. There are two basic disciplines through which we make our communication -
verbal/written and visual, and both need different skills-sets to master them. The structure
of the syllabus is designed to hone the necessary skills required for these two diverse
disciplines.
MODULE DETAILS LECTURES
1 MODULE I 10
1.INTRODUCTION TO a. Basics of copy writing
COPYWRITING b. Responsibility of Copy writer
2.CREATIVE a. How to inculcate a 'creative thinking attitude'.
THINKING b. The idea incubation process
c. What’s the Big Idea? - How to get to the ONE
BIG IDEA that will inspire creative
d. Crafting the reasons why consumers should
believe your brand and act
3.IDEA GENERATION Idea generation techniques:
TECHNIQUES eg. Brainstorming, Triggered brainwalking,
Questioning assumptions, Picture prompts,
Scamper, Observation, Referencing, Interaction,
Imagination, Dreams, and Creative Aerobics
4.TRANSCREATIVITY a. Introduction

97
 b. Purpose
2 MODULE 2 WRITING FOR ADVERTISING 08
1. BRIEFS a. Marketing Brief
b. Creative Brief
2.WRITING a. Tone of Voice
PERSUASIVE COPY b. What’s the Tone?
c. Tonality and character matters,
d. How to make your Writing, walk, Talk, and
breathe
e. Creating Breakthrough Writing
f. How to Control the “Command Center” in Your
g. Prospect’s Mind
h. How to Change Perception
i. Emotionality, Storytelling
3 MODULE 3 CURRENT ADVERTISING CAMPAIGNS 12
COPY WRITING STYLE Two current campaigns for each of the following
OF CURRENT agencies including TVC, Print, Outdoor and
ADVERTISING digital should be studied, and analyzed in the
CAMPAIGNS OF THE class room.
BEST ADVERTISING a. JWT
AGENCIES FOR THEIR b. Ogilvy
CLIENTS. c. Lowe Lintas
d. FCB Ulka
e. DDB Mudra
f. Publicize Worldwide
 At least three international awards winning
previous year campaign (one or two year
previous) should be analyzed and discussed in
the class room.
 Student to be taught the following when
discussing the Campaigns:
a. Copy writing style
b. Idea and concept
c. How copy is varied for differ media
d. Copy for children, youth, women, Senior citizens,
executives millianials, Baby Boomers, Gen X, Gen
Y, Gen Z
e. Advertising appeals
f. Tone of Voice
g. Story telling
4 MODULE 4 MEDIA AND AUDIENCES 10
1.WRITING COPY FOR a. Print: Headlines, sub headlines, captions, body
VARIOUS MEDIA copy, and slogans
b. Television: Storyboard, Storyboarding
Techniques, Balance between words and visuals
| Power of silence, formats of TVS’s
c. Outdoor posters
d. Radio
e. Digital copy for social media like facebook,

98
 Instagram etc
f. Copy for web page
2.WRITING COPY FOR a. Children,
VARIOUS AUDIENCES b. Youth,
c. Women,
d. Senior citizen and
e. Executives
f. Baby Boomers, Gen X, Gen Y (Millennials), Gen Z
5 WRITING COPIES, APPEALS, EXECUTION 08
MODULE 5
STYLES AND EVALUATION
1. HOW TO WRITE a. Direct mailer,
COPY FOR b. Classified,
c. Press release,
d. B2B,
e. Email copy
f. Advertorial,
g. Infomercial
2.VARIOUS TYPES OF a. Rational appeals
ADVERTISING b. Emotional appeals: Humor, Fear, Sex appeal,
APPEALS AND Music
EXECUTION STYLES c. Various advertising execution techniques
d. The techniques Evaluation of an Ad Campaign
3.THE TECHNIQUES a. Evaluate the ad in terms of its efficacy, that is, to
FOR EVALUATION OF what extent the campaign has achieved its set
AN AD CAMPAIGN objectives;
b. Learn to appreciate the aesthetic aspects of the
ad – how the ad looks, its layout, colour scheme,
typography, balance etc.
33. Corruption issues faced by the common man
34. Challenges faced by senior citizens and the
physically/ mentally challenged.
BOS SYLLABUS SUB-COMMITTEE MEMBERS
1. PROF.DR HANIF LAKDAWALA (CONVENER)
2. PROF. RANI D’SOUZA (SUBJECT EXPERT)
MANDATORY REQUIREMENT:
COPY WRITING LECTURES COMPULSORY SHOULD BE HELD IN AUDIO VIDEO ROOM WITH
PROPER PROJECTOR AND SOUND
INTERNALS (The objective of internal exercise is to help the learner acquire skills)
25 MARKS
Producing the following:
a. 30 secs to two mins TVC: Marks shall be assigned for quality of screenplay, content of
the film, narrative, preproduction and post-production quality.
b. A poster on any one social issue.
Every student should be instructed to maintain a scrap book where they write copy for one
brand every week.
Reference Book
1. Looking Away by Harsh Mandar
2. Copywriting By J.Jonathangabay Frsa
3. Copywriting: Successful Writing For Design, Advertising And Marketing
99
 Book By Mark Shaw
4. The Adweek Copywriting Handbook: The Ultimate Guide To Writing Powerful
Advertising And Marketing Copy From One Of America′S Top Copywriters Paperback –
By Joseph Sugarman
5. The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells Book By
Robert Bly
6. Hey, Whipple, Squeeze This: The Classic Guide To Creating Great Ads
7. By Luke Words That Sell: More Than 6000 Entries To Help You Promote Your Products,
Services, And Ideas Paperback – By Richard Bayan
Sullivan , Sam Bennett , Edward Boches

COMPULSORY 02
PROGRAM BAMMC
YEAR TYBAMMC -ADVERTISING
SEMESTER V
COURSE: ADVERTISING & MARKETING RESEARCH
COURSE CODE BAMMC DRGA-502
PAPER DRGA (COMPULSORY)
TOTAL MARKS 100 (75:25)
NO OF LECTURES 48

SEMESTER V
COURSE CODE COURSE NAME & DETAILED SYLLABUS
BAMMC DRGA-502 ADVERTISING & MARKETING RESEARCH
COURSE OUTCOME:
1. The course is designed to inculcate the analytical abilities and research skills among
the students.
2. To understand research methodologies – Qualitative Vs Quantitative
3. To discuss the foundations of Research and audience analysis that is imperative to
successful advertising.
4. To understand the scope and techniques of Advertising and Marketing research, and
their utility.
MODULE DETAILS LECTURES
I Fundamentals of What is Literature review 02
Research 2. Statement of the problem
3. Aims and objectives’ of the study
4. Relevant Research questions
2 Research design 1. Meaning, Definition, Need and Importance, 03

2. Scope of Research Design

3. 2. Types- Descriptive, Exploratory and Causal.
3 Preparing 1. Survey instruments 03
Questionnaire 2. Designing the questioning using projective
3. technique for Qualitative research
4. Designing the Questionnaire using attitude
5. measuring scale for Quantitative research
100
4 Sampling 1. Meaning of Sample and Sampling, 06
2. Process of Sampling
3. Methods of Sampling: Non Probability Sampling –
Convenient, Judgment, Quota, Snow Ball,
Probability Sampling – Simple Random,
systematic, Stratified, Cluster, Multi Stage.
5 Preparing data Preparation of data sheet in excels format and 03
sheet and data rearranging the data as per the requirement of the
processing Statistical software such as SPSS and the statistical tool.
6 Data Analysis Data collected are to be presented and analyzed. 03
Students will have to choose the methods that best
Suite the data collected. Data could be presented using
tables, pie charts, bar charts, histogram etc. Data
presented should be accompanied with the
interpretation of the associations and relationships
Among the data groups with the appropriate implication
to the study or the unit of study. The summary of
interpretation should provide answers to the research
Questions.
7 Methods of Data The interpretations based on Descriptive 04
Analysis statistics should include mode, mean, median,
Range, Variance, Standard deviation, Kurtosis, and
Skewness.
Any of the following multivariate analysis may
be used such as Regression, Correlation, t test,
factor analysis and discriminant analysis
8 Report Writing FORMAT OF RESEARCH REPORTS 06
The research report shall have the following
Components.
1. Title page
2. Index
3. Introduction and Research objective
4. Industry Overview
5. Literature Review
6. Statement of the Problem
7. Statement of Hypothesis (Min two hypothesis)
8. Research Methodology and Research Design
9. Data Analysis and Interpretations
10. Findings
11. Conclusion
12. Suggestions
13. Annexure (questionnaires)
14. Bibliography
9 Advertising 1. Introduction to Advertising Research 10
Research 2. Copy Research: a. Concept testing, b. Name
3. testing, c. Slogan testing
4. Copy testing measures and methods: a. Free
5. association, b. Direct questioning, c. Direct
6. Mail tests, d. Statement comparison tests, e.

101
 7. Qualitative interviews, f. Focus groups
8. Pretesting:
A. Print Pretesting: a. Consumer Jury Test,
B. Portfolio test,
C. Paired comparison test,
D. Order-of-merit test,
E. Mock magazine test,
F. Direct mail test.
G. Broad casting Pretesting:
a. Trailer tests,
b. Theatre tests,
c. Live telecast tests, d. Clutter tests
H. Challenges to pre-testing. Example: The
Halo effect
9. Post testing:
a) Recall tests,
b) Recognition test,
c) Triple association test,
d) Sales effect tests ,
e) Sales results tests,
f) Enquires test
Physiological 1.Pupil metric devices, 03
rating scales 2.Eye-movement camera,
3.Galvanometer,
4.Voice pitch analysis,
5. Brain pattern analysis
10 10. Marketing 1. Introduction to Advertising Research 8 05
Research 2. New product research,
3. Branding Research,
4. Pricing research,
5. Packaging research,
6. Product testing
TOTAL LECTURES 48
INTERNALS (The objective of internal exercise is to help the learner acquire skills)
25 MARKS
Sr. no. Project/Assignment
01 Print Media Content Analysis
02 Electronic Media Flip class presentation
03 Field work Feature based in Mumbai or vicinity on any one of the issues
of social justice
BOS SYLLABUS SUB-COMMITTEE MEMBERS
1. Dr. Hanif Lakdawala ( Convener)
2. Prof. Payal Agarwal (Subject Expert)
3. Prof Sangeeta Makkad (Subject Expert)
Guidelines for Internals:
a. Internals should focus on conducting field survey on either Marketing or Advertising research
with sample size not less than 125
Producing the following:
a. Complete Research report of the survey conducted

102
Reference Books and material
1. Research for Marketing Decisions Paul E. Green, Donald S. Tull
2. Business Research Methods – Donald Cooper and Pamela Schindler, TMGH, 9th edition
3. http://www.millwardbrown.com/docs/default-source/insight-documents/points-of-
view/MillwardBrown_POV_NeurosciencePerspective.pdf

ELECTIVE 01
PROGRAM BAMMC
YEAR TYBAMMC-Advertising
SEMESTER V
COURSE: GLOBALIZATION AND INTERNATIONAL ADVERTISING
COURSE CODE BAMMC EAGI 1501
PAPER 1 DSE 1A (Elective )
TOTAL MARKS 100 (75:25)
NO OF LECTURES 48

SEMESTER V
COURSE CODE Course Name & Detailed Syllabus
BAMMC EAGI 1501 Globalization and International Advertising
COURSE OUTCOME:
1. To introduce to media students about the concept of Globalization and its impact on Global
Media and International Advertising.
2. To help the student understand and practice Global Communication.
3. To develop media student’s understanding on Global Brands.
4. To introduce to media students about concept and process of International advertising.
5. To help students formulate international advertising campaign by identifying strategies,
barriers, challenges and steps to create international advertising.
6. Career opportunities: As Global Brand Managers, Global Content Writer for Ads and Ad
Campaigns, Global Market Communicators in Digital Media, career in ad agencies for Global
Market.

103
 MODULES DETAILS LECTURES
1. INTRODUCTION 8
1.Globalization Concept, meaning, a brief history on
Globalization, advantages and dis-
advantages of globalization.
2.Global and International A brief study on global and international
Market market, overview of global and
international marketing and the
differences between them.
3.Global Media Evolution of Global Media,
Globalization and Media, Evolution of
Free trades Across continents.
4.International Advertising Meaning, objectives, evolution of
International Advertising.
5.Globalization and Impact of Globalization on Indian
Advertising Advertising, Impact of Globalization on
International Advertising.
2 GLOBAL COMMUNICATION 8
1.Introduction to Concept and meaning, a brief note on
Globalization and world as a global village, cosmopolitan
International and importance of identifying local
Communication habitat to define identity, theory and
problems of Global Communication.
2.Flows of Global Content: Non-Western and Western Media
Contents, Compare and contrast between
Western and Non-Western Media
Content,
3.Popularity of Global Popularity of popular brands due to flow
Brands due to Content of Global content.
4.Culture and Global Cultural heterogeneity, Cultural Barriers.
Communication:
5.Culture and Social Cultural practices of different social
Groups groups globally
3 GLOBALIZATION & ITS IMPACT ON GLOBAL BRANDS 8
1.Immergence of Global Immergence of Global Brands, Global
Brands, trends Trends,
2.Local Going Global Globalizing Brands - Local going
Global, Advantage and Disadvantage of
Global Branding and Advertising,
3.Brand Awareness Brand Awareness Strategy
4.Global Brand Positioning Global Brand Positioning & Perception
and Perception
5.Regulations Global Advertising Regulations
4 CONCEPTUAL UNDERSTANDING OF INTERNATIONAL 12
ADVERTISING
1.Rise Rise of International Advertising,
International Advertising as an
Industry.

104
 2.Social Force International Advertising as a Social
Force,
3.Communication Process International Advertising as a
Communication Process
4.Promotion and International Advertising & Promotion,
Propaganda International Advertising and
Propaganda
5.Rationale,Standardisation Rationale for International
and Localization Advertising, Standardization visa a
vise Localization Adaptation (as a
general tendency of the Cross National
Advertising Literature), Evolution of
the impact of International brands on
Local Societies.
5 Insights of International 12
Advertising
1.International Advertising A Review, Reassessment &
Strategy - Recommendation
2.International Advertising Adaptation v/s Standardization
International Advertising & Global
Consumer.
3.The International Economic Environment, Demographic
Environment Environment, Cultural Environment,
Political / Legal Environment.
4.Steps for creating Conduct Market Research, Tailor your
Successful International website to your target market, Export
Advertising Campaign your experiences, Successes& Failures,
and Customize your campaigns,
Structuring your account: the most
common methods.
5.Barriers and Challenges Culture, Language, Education,
to International Government regulation, Media
Advertising limitation
Internal Challenges: Corporate
Mission, Managerial Attitude, Finance,
Scale of operations, Product Based
Challenges: Projection Based
Challenges, Execution Based
Challenges, Legal Consideration,
Cultural Diversity, Media Limitation
Total Lectures 48
BOS SYLLABUS SUB-COMMITTEE MEMBERS
1. Prof. Dr. Priyadarsini Poddar (Convener)
2. Prof. Harjeet Bhatia (Subject Expert)
References:
 Chowdhury, P. (2010) “Bollywood Babes: Body and Female Desire in the Bombay Films”
in Mehta B., and Pandharipande R., Bollywood and Globalization. Anthem Press, pp.51 -73.
 Ganti, T. (2002) “And Yet My Heart is still Indian”, in Ginsburg F. et. a l Media Worlds,
105
 Berkeley: UC Press, pp.281-300.
 Hafez, K. (2007), ‘Entertainment Culture as the Core of Media Globalization’, in Hafez, K.,
The Myth of Media Globalization, Polity, pp.82-99.
 Philip R Cateora and John L Graham, International Marketing_Irwin McGraw Hill 1999.
William F Arens and Courtland L Bovee, Contemporary Advertising-Irwin 1994. Philip
Kotler and Eduardo L Roberto, Social marketing strategies for changing public behaviour -
The free Press-1989. Jib Fowles, Advertising and popular culture-Sage Publications 1996
Mary Cross, Advertising and Culture-Prentice Hall 2001

ELECTIVE 02
PROGRAM BAMMC
YEAR TYBAMMC-ADVERTISING
SEMESTER V
COURSE: BRAND BUILDING
COURSE CODE BAMMC EABB 1502
PAPER 2 DSE 1A (ELECTIVE )
TOTAL MARKS 100 (75:25)
NO OF LECTURES 48

SEMESTER V
COURSE CODE COURSE NAME & DETAILED SYLLABUS
BAMMC EABB 1502 BRAND BUILDING
COURSE OUTCOME:
1. 1. To understand the awareness and growing importance of Brand Building
2. 2. To know how to build, sustain and grow brands
3. 3. To know the various new way of building brands
4. 4. To know about the global perspective of brand building.
MODULE DETAILS LECTURES
1 INTRODUCTION TO BRAND BUILDING, IDENTITY, PERSONALITY 10
AND POSITIONING
1. Introduction Meaning, Product v/s Brand. Why brand matters
to Brand Process of Branding, Types of brand - National,
Building Retail,
Flanker, Distributor, Luxury , Global brands)
Brand
building blocks, Guidelines for effective branding,
Brand Elements – types of brand elements
2. Brand Identity Consumer, Industrial, Retail, Classified, Corporate
and Brand ,Public service, ,Generic, National, Global,
personality International, Social ( CSR) and Advocacy

106
 3. Brand Product class, Consumer segmentation, Perceptual 02
Positioning mapping, Brand benefits and attributes, Corne
stones of positioning strategy Basis
2 BRANDING LEVERAGING ,STRATEGIES, EQUITY , MODELS 08
1. Brand Line, Brand extension, Types of Brand Extensions,
Leveraging their advantages and disadvantages, Moving up/
Down, Co- branding
2. Brand Multi- branding, Mix branding, Hierarchy-
Strategies Building
Equity at Different Hierarchy Levels, Brand
Product
Matrix, Brand Architecture- Breadth of a Branding
Strategy, Depth of a Branding Strategy.
3.Brand Equity Elements/ Sources. Measurement. (Brand
and Models awareness,
Brand loyalty) Models: Yand R – Graveyard model
Brand Asset Valuator, Brand Equity Ten, Inter
brand Equity brand
3 BRAND BUILDING THROUGH IMPERATIVE , GLOBAL AND 10
CORPORATE IMAGE
1. Brand Co-ordination across organization,. Co-ordination
Imperatives across geography, Re-branding, revitalizing, Rural
Advertising and brands.
2.Global Brands Emergence of global brands, Advantages and
Disadvantages, Global leadership brands and
position ,
Globalization
3.Corporate Corporate Image in Contemporary Management, ,
image Advertising and Corporate Image
Building through
brands
4 BRAND BUILDING THROUGH CSR ,BRANDS TO DIFFERENT 10
SECTORS, BRAND LIFE CYCLE
1.Brand CSR as part of business environment management,
Building How CSR activities can be used for Brand Building
though ,Social activities other than CSR to enhance the
Corporate brand
Social
Responsibility
2. Conception Important factors in conception and various
and stages of
Growth growth and maturity of brands with various case
studies
3.Branding in Customer, Industrial, Retail and Service Brands 02
Different
Sectors
TOTAL NUMBER OF LECTURES 48
INTERNALS (The objective of internal exercise is to help the learner acquire skills)
25 MARKS
107
Sr. no. Project/Assignment
01 Individual / Group – Presentation
Brand augmentation for a well-known brand and campaign planning -
market planning,
strategy, segmentation, selection, advertising objective, Creative
execution of the campaign,
Campaign evaluation and measuring effectiveness
BOS SYLLABUS COMMITTEE MEMBERS
1. PROF. SHOBHA VENKATESH (CONVENER)
2. PROF.DR. RINKESH CHHEDA (SUBJECT EXPERT)
3. PROF PAYAL AGARWAL (SUBJECT EXPERT)
4. PROF. CHETAN DUBEY (INDUSTRY EXPERT)
References :
1. 1. David, A Aker, Building strong brands, the free press, 1996
2. Al Ries and Laura Ries, the 11 Immutable Laws of internet branding, Harper Collins, 2001
3. Brand management – the Indian context – Y L R Moorthi
4. Strategic Brand Management by Kevin keller, M.G Parameshwaran,Issac Jacob
5. Brand positioning – Strategies for competitive advantage – SubrotoSengupta
6. Kumar, Ramesh S, Marketing and branding-Indian scenario,----, 2007
7. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
(Paperback) - Damian Ryan - Gives an overview
8. What great brands do Building Principles that Separate the ..Denise Lee yo hn .
9. John Philip Jones, what’s in a brand-building brand equity through advertising, Tata
McGraw Hill
10. Brand Equity: An Indian Perspective by SangeetaTrott (Author), Vinod V.
Sople (Author)

ELECTIVE 03
PROGRAM BAMMC
YEAR TYBAMMC-Advertising
SEMESTER V
COURSE: AGENCY MANAGEMENT
COURSE CODE BAMMC EAAM 1503
PAPER 3 DSE 1A (ELECTIVE )
TOTAL MARKS 100 (75:25)
NO OF LECTURES 48

SEMESTER V
COURSE CODE COURSE NAME & DETAILED SYLLABUS
BAMMC EAAM 1503 AGENCY MANAGEMENT
COURSE OUTCOME:
108
 c. Objectives of Trade-Oriented
Sales Promotion
d. Techniques of Trade-Oriented
Sales Promotion
e. Objectives of Consumer-
Oriented Sales Promotion
f. Techniques of Consumer-
Oriented Sales Promotion
Total Lectures 48
BOS SYLLABUS SUB-COMMITTEE MEMBERS
1. PROF. GAJENDRA DEODA (CONVENER)
2. PROF. DR.HANIF LAKDAWALA (SUBJECT EXPERT)
INTERNAL EVALUATION 25 MARKS
Starting and maintaining a blog –the learner shall make the blog after consultation with the
teacher concerned during the period of learning of the course and run the blog for the period
of the course. The subject of the blog should be any one social issue. The blog shall be
supervised by the concerned teacher and marks shall be assigned for quality of language,
design and layout, frequency of updating, the quality of comment by the blogger, interactivity
on the blog. The blog must be updated a minimum of twice a week.
2. The college should support the Incubation projects or the start up agency of their own
students
Mandatory Requirement:
1. Agency Management lectures compulsory should be held in audio video room with proper
projector and sound.
Suggested Reading:
1. Advertising and Promotion by G. Belch and M. Belch
2. Advertising Promotion and Other Aspects of Integrated Marketing Communications by
Terence A. Shimp

ELECTIVE 04
PROGRAM BAMMC
YEAR TYBAMMC-ADVERTISING
SEMESTER V
COURSE: ACCOUNT PLANNING & ADVERTISING
COURSE CODE BAMMC EAAP 1504
PAPER 4 DSE 1A (ELECTIVE)
TOTAL MARKS 100 (75:25)
NO OF LECTURES 48

SEMESTER V
COURSE CODE COURSE NAME & DETAILED SYLLABUS
BAMMC EAAP 1504 ACCOUNT PLANNING & ADVERTISING
COURSE OUTCOME:

111
 1. You will learn the skills of a strategist/planner, which include learning how to:
2. To familiarize the students with the concept of Account Planning
3. Provide students with an understanding of the discipline of account planning and
strategy development, and advertising research methods.
4. Think critically and analytically
5. Connect what a brand offers to what an audience wants
6. Persuade others to see what you see
7. Telling a compelling story, verbally and in writing (persuasive communications)
MODULE DETAILS LECTURES
1 Modules I 10
1.Introduction a. Definition 01
b. Various views and practice in account planning
2.What is Account a. Knowing the difference between facts and 02
Planning insights
b. The Creative Pursuit of Insights
c. Identifying the true problem
d. Asking the right questions, in the right ways.
e. Setting objectives
2 Module II 08
1. Where Does a. Consumer insights
Insights Come b. Cultural insights
From c. Future insights
d. Project insights
e. Brand insights
f. Market insights
g. Purchase insights
h. Usage insights
i. Owner insights
2.Study of insight of a. What kind of insight is been used by the
three awards campaign should be Discussed.
winning advertising
campaign of the
Previous two years.
3.Research In Accounts a. Techniques of In-depth
Planning interviews for discovering
consumer insights
b. Ethnography for in-depth
consumer insight
c. Google analytics for digital
account planning
3 Module III 10
1.The Account Planning a. Role of account planning in
Process advertising
b. Role of Account Planner
c. Account Planning Process
2.The Importance Of a. Why it’s so important to prepare
Preparation b. how to prepare
c. Why this skill is vital for planners and
strategists.

112
 3.Propogation Planning a. Definition
b. Adoption curve with
propagation
c. Propagation platforms
d. Propagation process
4.Transmedia Planning a. Definition
b. Who does trans media planning
c. Why trans media
d. How is trans media different
e. Elements of Trans media
Storytelling
4 Module IV 10
1.Review of different a. JWT
types of briefs b. Ogilvy and Mather
from – major agencies c. DDB
d. FCB
e. BBDO
f. YandR
the role of the briefing.
the hallmark that makes a brief
inspiring? Uninspiring? Pitfalls and how to avoid
them
5 Module V 10
1.Defining the Benefit a. What is an Attribute? 02
b. Attribute Versus Benefit
c. Attribute to Functional Benefit
d. Emotional Benefits
e. Plus or Minus Emotions
f. Benefit Laddering
g. Benefit Matrix
2.Developing a Brand a. The Story Problem
Story b. Elements of story
c. Building story brand
d. Crafting the Story
e. SB7 Frame work (CHARACTER,
PROBLEM, GUIDE, PLAN, CALLS
THEM TO ACTION, FAILURE, and SUCCESS).
Total Lectures 48
BOS SYLLABUS SUB-COMMITTEE MEMBER
1. Dr. Hanif Lakdawala ( Convener)
MANDATORY REQUIREMENT:
Account Planning and Advertising, lectures compulsory sho uld be held in audio video room
with proper projector and sound
Suggested reading:
Truth, Lies and Advertising: The Art of Account Planning by Jon Steel, John Wiley and Sons,
1998 The Practical Pocket Guide to Account Planning by Chris Kocek, Yellow Bird Press
Building a story brand by Donald Miller

113
 commerce on any product or
Service
References
1. Alan Tapp, Principles of Direct and Database Marketing - Financial Times - Prentice
Hall 2000
2. Drayton Bird, Commonsense Direct Marketing - Kogan Page 1996
3. Jim Sterne and Anthony Prior - E-mail Marketing - John Wiley and Sons 2000
4. Robin Fairlie, Database Marketing and Direct Mail - Exley Publications 1990
5. Successful Direct Marketing Methods Hardcover – ( 7th edition) by Bob
Stone (Author), Ron Jacobs (Author)
6. Direct Marketing: Strategy, Planning, Execution by Edward L Nash
7. The New Direct Marketing: How to Implement a Profitdriven Database, by Rajeev
Batra
8. Reinventing Interactive and Direct Marketing: Leading Experts Show How to ...by Stan Rapp
9. Digital marketing ( E commerce) – Vandana Ahuja.

ELECTIVE 07
PROGRAM BAMMC
YEAR TYBAMMC-Advertising
SEMESTER V
COURSE: Consumer Behaviour
COURSE CODE BAMMC EACB 1507
PAPER 7 DSE 1A (ELECTIVE)
TOTAL MARKS 100 (75:25)
NO OF LECTURES 48

SEMESTER V
COURSE CODE COURSE NAME & DETAILED SYLLABUS
BAMMC EACB 1507 CONSUMER BEHAVIOUR
COURSE OUTCOME:
1. To understand the sociological & psychological perspective of consumer behaviour.
2. To introduce students to the complexities of consumer behaviour, its importance in
marketing & advertising.
3. To sensitize students to the changing trends in consumer behaviour.
MODULE DETAILS LECTURES
1 Module I 10
1.INTRODUCTION 1. Need to study Consumer Behaviour.
TO CONSUMER 2. Psychological & Sociological dynamics of
BEHAVIOUR consumption.
3. Consumer Behaviour in a dynamic &
digital world
2.MARKETING & 1. Segmentation Strategies – VALS
CONSUMER 2. Communication process.
BEHAVIOUR 3. Persuasion - Needs & Importance.
ELM. Persuasive advertising appeals.
2 Module II 08
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 1.PSYCHOLOGICAL 1. Motivation – Types & Theories – Maslow.
DETERMINANTS & 2. Attitude – Characteristics – Theories
CONSUMER – Tricomponent.
BEHAVIOUR 3. Multiattitude Model.
4. Cognitive dissonance.
5. Personality - Facets of personality.
i. Theories – Freud & Jung.
ii. Personality traits &
consumer behaviour.
iii. Self-Concept.
Application of these theories in the
marketing and consumer behaviour.
3 Module III 10
1.RELEVANCE OF 1. Perception - Elements in perception.
LEARNING IN a. Subliminal perception.
CONSUMER b. Perceptual Interpretation –
BEHAVIOUR Stereotyping in advertising.
2. Learning – Elements in Consumer
Learning.
3. Behavioral & Classical Theory.
4. Cognitive Learning.
4 Module IV 10
1.SOCIO - 1. Family - Role of family in Socialization &
ECONOMIC& Consumption – FLC.
CULTURAL 2. Culture – Role & Dynamics.
DETERMINANTS OF i. Subculture & its influence
CONSUMER on consumption.
BEHAVIOUR ii. Changing Indian core
values.
iii. Cross culture consumer
perspective.
3. Social group- primary and secondary and
the role of Reference group & Consumer
Behaviour.
4. Economic- social class as the economic
5. determinants of consumer behaviour
5 Module V 10
1. CONSUMER a. Process of decision making.
DECISION MAKING. b. Models of decision making.
c. Opinion Leadership.
2. Diffusion & Adoption Process.
a. Process of decision making.
b. Models of decision making.
c. Opinion Leadership.
3. Diffusion & Adoption Process.
Total Lectures 48
BOS SYLLABUS COMMITTEE MEMBERS
1. PROF. PAYAL AGGARWAL (Convenor)
2. PROF.DR. PADMAJA ARVIND (Subject Expert)

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