SCHOOL OF DISTANCE EDUCATION (SDE)

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 1 of 16 BHARATHIAR UNIVERSITY SCHOOL OF DISTANCE EDUCATION (SDE) P.G DIPLOMA IN ADVERTISING MANAGEMENT REGULATIONS AND SYLLABUS (EFFECTIVE FROM ACADEMIC YEAR 2007 ONWARDS) 1. ELIGIBILITY FOR ADMISSION TO THE COURSE ANNEXURE : 54 I SCAA DT: 29.02.2008 Candidate for admission to the first year of the PG Diploma course shall be required to have completed the UG Degree (any discipline) of this University or any other University recognized by Bharathiar University. 2. DURATION OF THE COURSE The course shall extend over a period of one year. Examinations shall be conducted at the end of the year. 3. COURSE OF STUDY The course of study for the PG Diploma in Advertising Management shall consist of the following: 7 papers Examination shall be conducted at the end of the year 4. REQUIREMENT TO APPEAR FOR THE EXAMINATIONS: A candidate will be permitted to appear for the University Examination for the year if he / she secure not less than 75% of attendance in the number of instructional days during the year. A candidate may be permitted to appear for the University examinations even if he/she does not possess the minimum required attendance and allowed to continue to go for the subsequent year. 5. SCHEME OF EXAMINATIONS: Paper Name of the Paper Total Paper 1 Paper 2 Paper 3 Paper 4 Paper 5 Paper 6 Paper 7 Principles of Management Marketing Management Basics of Advertising Advertising Research Advertising and Creativity Advertising Media Management Integrated Marketing Communications 100 100 100 100 100 100 100

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 2 of 16 6. MEDIUM OF INSTRUCTION AND EXAMINATIONS The medium of instruction and examination for the all the papers shall be in English. 7. PASSING REQUIREMENTS (i) A candidate shall be declared to have passed the examination in a subject if he/she secured not less than 50%. in the University examinations. (ii) A candidate who successfully completes the course and passes the examinations prescribed in all the subjects of study shall be declared to have been qualified for the PG Diploma courses. 8. CLASSIFICATION OF SUCCESSFUL CANDIDATES (i) All the candidates securing not less than 75% of the aggregate marks shall be declared to have passed in FIRST CLASS WITH DISTINCTION provided they have passed the examination in every subject with in one year of joining the course. (ii) All the candidates securing not less than 60% of the aggregate marks shall be declared to have passed in FIRST CLASS provided they have passed the examination in every subject with in one year of joining the course. (iii) Other successful candidates shall be declared to have passed the examinations in SECOND CLASS. 9. CONFERMENT OF THE DIPLOMA No candidate shall be eligible for conferment of the Diploma unless he / she has undergone the prescribed course of study for a period of one year in an institution approved by / affiliated to the University or has been exempted there from in the manner prescribed and has passed the examinations as have been prescribed therefore. 10. SYLLABUS The syllabus for various subjects shall be clearly demarcated into five viable units in each paper / subject. 11. QUESTION PAPERS ---------------------------

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 3 of 16 Subject Title : Principles of Management Course Number : Number of Credit Hours : 3 (Three) Subject Description: This course presents the principles of management, emphasizing managerial functions. Goals: To enable the students to learn the basic functions, principles and concepts of management. Objectives: On successful completion of the course the students will be able to understand 1. the principles and functions of management. 2. the scientific decision making process and problem solving techniques. 3. modern management process. Contents: UNIT - I Management: Meaning definition - objectives and scope - types of management - Nature and Scope of Management process Management: Science or Art? - Development on Management - Scientific Managementfunctions of management. UNIT - II Planning: The meaning and purpose of planning - steps in planning - Types of planning. Objectives and Policies: Objectives, policies, procedures and methods - Nature and type of policies. Decision making: Process of Decision making - type of Decisions - Problems involved in decision making - Quantitative techniques. UNIT - III Organizing: meaning - objectives and scope - Types of organization - Organisational structure - span of control - use of staff units and committees organization chart UNIT - IV Delegation: Delegation and centralization - types of centralization and decentralization types of delegation of authority - Line and Staff relationship - Staffing: recruitment - Selection process training- job analysis- job description job evaluation job satisfaction. UNIT - V Directing: Nature and purpose of Directing types of directing - Controlling: Need for co-ordination - meaning and importance of controls - control process types of controlling -Budgetary and non-budgetary controls - case studies.

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 4 of 16 REFERENCE 1. Robbins & Decanzo, Fundamentals of Management, Pearson Education, Asia 3rd Edition, 2001. 2. Weihrich & Koontz, Management: A Global Perspective, 1993, McGraw Hill, New Delhi 3. Dale, Ernest - Management theory & practice 4. L.M.Prasad Principles & Practices of Management, Sultan Chand & Sons, New Delhi 5. VSP Rao, V Hari Krishna Management: Text and Cases, Excel Books, I Edition, 2004 Equipments/Softwares and other teaching aids and tools: Computer, LCD Projector, OHP, PowerPoint slides Preferable Method of Teaching: Lectures and Case Study Suggested components for evaluation for internal: Internal Test, Assignment and Seminar Suggested contact hours required for teaching: 45 Hours

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 5 of 16 Subject Title : Marketing Management Course Number : Number of Credit Hours : 3 (Three) Subject Description: This course presents the various concepts of marketing, buyer behaviour, marketing mix and the analysis of the market. Goals: To enable the students to learn the basic of marketing, process, product mix, marketing channels, product promotion and the market. Objectives: On successful completion of the course the students will be able to understand 1. the various concepts of marketing. 2. the buyer behaviour and market segmentations. 3. the product mix, channels of distribution and promotion of a product. 4. About the market and analyzing the market conditions. Contents: UNIT - I Marketing Concepts and Tasks, Defining and delivering customer value and satisfaction - Value chain - Delivery network, Marketing environment, Adapting marketing to new liberalised economy - Digitalisation, Customisation, Changing marketing practices, e-business - setting up websites; Marketing Information System, Strategic marketing planning and organization. UNIT - II Buyer Behaviour, Market Segmentation and Targeting, Positioning and differentiation strategies, Product life cycle strategies, New product development, Product Mix and Product line decisions, Branding and Packaging, Price setting - objectives, factors and methods, Price adapting policies, Initiating and responding to price changes. UNIT - III Marketing channel system - Functions and flows; Channel design, Channel management - Selection, Training, Motivation and evaluation of channel members; Channel dynamics - VMS, HMS, MMS; Market logistics decisions. UNIT - IV Integrated marketing communication process and Mix; Advertising, Sales promotion and Public relation decisions. Direct marketing - Growth, Benefits and Channels; Telemarketing; Salesforce objectives, structure, size and compensation.

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 6 of 16 UNIT - V Identifying and analysing competitors, Designing competitive strategies for leaders, challengers, followers and nichers : Customer Relationship marketing - Customer database, Data warehousing and mining. Attracting and retaining customers, Customerism in India, Controlling of marketing efforts. Global Target market selection, standardization Vs adaptation, Product, Pricing, Distribution and Promotional Policy. REFERENCE 1. Marketing Management - Philip Kotler - Pearson Education/PHI, 2003. 2. Marketing Management - Rajan Saxena - Tata McGraw Hill, 2002. 3. Marketing Management - Ramasamy & Namakumari - Macmilan India, 2002. 4. Basic Marketing - Perreault and McGarthy - Tata McGraw Hill, 2002. 5. Case and Simulations in Marketing - Ramphal and Gupta - Golgatia, Delhi. 6. Case Studies in Marketing - R.Srinivasan - PHI. 7. Marketing Management S.Jayachandran - TMH, 2003. 8. Marketing Management Indian Context Tapank Pande. Equipments/Softwares and other teaching aids and tools: Computer, LCD Projector, OHP, PowerPoint slides Preferable Method of Teaching: Lectures and Case Study Suggested components for evaluation for internal: Internal Test, Assignment and Seminar Suggested contact hours required for teaching: 45 Hours

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 7 of 16 Subject Title : Basics of Advertising Course Number : Number of Credit Hours : 3 (Three) Subject Description: This course presents the various classifications and functions of advertising, effects of Advertising Goals: To familiarize the student with the basic concept of advertising. Objectives: On successful completion of the course the students will be able to understand 1. the various classifications of advertising. 2. the functions of advertising. 3. the economic and social effects of advertising. 4. about the advertising market Contents UNIT - I Introduction to Advertising: Advertising Definition Importance Classification of advertisements Functions of Advertising Objectives DAGMAR. UNIT - II Economic Effects of Advertising: Explicit role of advertising Indirect role of Advertising Economic effects. UNIT - III Social Effects of Advertising: Benefits of Advertising Impact of Advertisements on children Women in Advertising. UNIT - IV Ethics in Advertising: Criticism of Advertising Controversial effects of advertising Puffery Shock advertisements Subliminal advertising Regulatory bodies in India. UNIT - V Advertising in Marketing Mix: Marketing concept Marketing mix, promotion mix Advertising as a tool for branding, product life cycle analysis and SWOT analysis. Advertising Agencies: Advertising agency Definition Full service agency Functions Boutique agencies Characteristics Advertising agency Selection criteria Agency relations Methods for gaining clients Loss of clients Reasons Payment to advertising agencies Departments of an advertising agency.

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 8 of 16 REFERENCE 1. Belch & Belch Advertising & Promotion Tata McGraw Hill. 2. Advertising Sontakki Himalaya Publishing House. 3. Advertising Planning and Implementation Sharma and Singh Prentice Hall 4. Advertising Management Concepts and Cases Manendra Mohan Tata McGraw Hill. 5. Burnelt Promotion Management Tata McGraw Hill. Equipments/Softwares and other teaching aids and tools: Computer, LCD Projector, OHP, PowerPoint slides Preferable Method of Teaching: Lectures and Case Study Suggested components for evaluation for internal: Internal Test, Assignment and Seminar Suggested contact hours required for teaching: 45 Hours

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 9 of 16 Subject Title : Advertising Research Course Number : Number of Credit Hours : 3 (Three) Subject Description: This course presents the various concepts of advertising, planning for advertising. Goals: To understand the importance of research and planning in advertising. Objectives: On successful completion of the course the students will be able to understand 1. the various concepts of advertising. 2. the consumer behaviour and market segmentations. 3. the advertising research. 4. about the advertising appropriation. Contents: UNIT - I Advertising and Consumer behaviour: Consumer Definitions Factors influencing Consumer behaviour Motives Emotions Learning Theories of learning Attitudes Consumer decision process. UNIT - II Planning for Advertising: Strategic planning Marketing plan Advertising plan Advertising objectives Communication response pyramid Advertising Department Organizing for advertising department Functions of advertising management. UNIT - III Market Segmentation, Positioning and Differentiation: Market segmentation Targeting Positioning Approaches Steps in positioning strategy Brand awareness Image Personality Equity. UNIT - IV Copy Testing and Advertising Campaign: Advertising research Objectives Components Copy testing Pretest Post tests Advertising campaign Steps. UNIT - V Advertising Appropriation: Appropriation Methods of determining appropriation Current practices Allocation of advertising budget.

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 10 of 16 REFERENCE 1. Advertising Sontakki Himalaya Publishing House. 2. Advertising Planning and Implementation Sharma and Singh Prentice Hall 3. Advertising Management Concepts and Cases Manendra Mohan Tata McGraw Hill. 4. Joel Davis, Advertising Research: Theory and Practice 5. Charles Young, The Advertising Research Handbook Equipments/Softwares and other teaching aids and tools: Computer, LCD Projector, OHP, PowerPoint slides Preferable Method of Teaching: Lectures and Case Study Suggested components for evaluation for internal: Internal Test, Assignment and Seminar Suggested contact hours required for teaching: 45 Hours

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 11 of 16 Subject Title : Advertising and Creativity Course Number : Number of Credit Hours : 3 (Three) Subject Description: This course presents the role, strategy of creativity in advertising Goals: To stress upon the significance of creativity in advertising. Objectives: On successful completion of the course the students will be able to understand 1. the various roles in creativity 2. the significance of creativity 3. the steps in developing an advertisement copy Contents: UNIT - I Role of Creativity: Understanding the concept of creativity Creativity and advertising Elements of creative advertising. UNIT - II Developing a creative strategy: Creative Strategy Challenges Creative process Steps Developing a creative strategy Approaches. UNIT - III Advertising copy: Elements and Types Forms of creative execution Copy writing Considerations Elements of advertising copy Effective copy Criteria Types of advertising copy. UNIT - IV Developing an Advertising copy: Making an advertising copy Steps Desired Effects Creative strategies Basic appeals Basic tactics Creative mix. UNIT - V Layout of an advertising copy: Advertising copy Structure Headlines Subheadlines Body of the copy Illustration Slogan Identification mark Keying the advertisement Print advertisement Radio advertisement TV advertisement. REFERENCE 1. Advertising Sontakki Himalaya Publishing House. 2. Advertising Planning and Implementation Sharma and Singh Prentice Hall 3. Advertising Management Concepts and Cases Manendra Mohan Tata McGraw Hill. 4. Stephen Baker, Systematic Approach to Advertising Creativity

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 12 of 16 5. John Philip Jones, The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications 6. James L. Marra, Advertising Creativity: Techniques for Generating Ideas Equipments/Softwares and other teaching aids and tools: Computer, LCD Projector, OHP, PowerPoint slides Preferable Method of Teaching: Lectures and Case Study Suggested components for evaluation for internal: Internal Test, Assignment and Seminar Suggested contact hours required for teaching: 45 Hours

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 13 of 16 Subject Title : Advertising Media Management Course Number : Number of Credit Hours : 3 (Three) Subject Description: This course presents the function, sources of media in the field of advertising. Goals: To enable the students to understand the various advertising media and recognize the advantages and disadvantages of each. Objectives: On successful completion of the course the students will be able to understand 1. the various functions of media advertisement. 2. the sources of media advertisement 3. the advantages and limitations of various advertising media Contents: UNIT - I Media Planning: Media planning Functions Objectives Target audience profile Sales geography Timing duration Media environment Staging media plan Determinants of media plan. UNIT - II Media Sources: Sources of information Marketing sources Media sources Main entries for selecting a specific source of medium. UNIT - III Print Media: Characteristics different categories of print media Newspaper Magazines Yellow pages Direct mail Outdoor advertising Transit advertising Advantages and disadvantages Evaluation of print media. UNIT - IV Radio advertising Advantages and limitations- Television advertising Advantages and disadvantages Media Evaluation. UNIT - V Web Advertising Objectives Importance Types of online advertising Banner Advertising Logos E-mail advertisements Keyword of search engines Classified advertisements Interstitials Websites Web casting Sponsored mail lists Laws of web marketing Integrating online advertising with traditional media Challenges of web advertising.

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 14 of 16 REFERENCE 1. Advertising Sontakki Himalaya Publishing House. 2. Advertising Planning and Implementation Sharma and Singh Prentice Hall 3. Advertising Management Concepts and Cases Manendra Mohan Tata McGraw Hill. 4. K. Sudhakar Reddy, Advertising management: Media management and audience behaviour 5. Larry D. Kelley and Donald W. Jugenheimer, Advertising Media Planning: A Brand Management Approach 6. Andrej Vizjak and Max Josef Ringlstetter, Media Management Equipments/Softwares and other teaching aids and tools: Computer, LCD Projector, OHP, PowerPoint slides Preferable Method of Teaching: Lectures and Case Study Suggested components for evaluation for internal: Internal Test, Assignment and Seminar Suggested contact hours required for teaching: 45 Hours

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 15 of 16 Subject Title : Integrated Marketing Communications Course Number : Number of Credit Hours : 3 (Three) Subject Description: This course presents the Integrated Marketing Communications, Advertising and Direct Marketing. Goals: To enable the students to understand integrated marketing communications and its tools. Objectives: On successful completion of the course the students will be able to understand 1. the importance of Integrated Marketing Communications. 2. the causes of advertisement failure. 3. the advantages and disadvantages of advertising and sales promotion. Contents: UNIT - I An overview of IMC: Integrated Marketing Communications Definition Growing importance The tool for IMC Promotional mix Elements of IMC. UNIT - II Advertising and Direct Marketing : Advertising Determinants of advertisability Causes for advertisement failure Direct marketing Definition Growth of direct marketing Causes Process of Direct marketing. UNIT - III Adverting & Sales Promotion: Sales Promotion Definition Types Features Increasing importance Reasons Advantages and disadvantages of the combination of advertising and sales promotion. UNIT - IV Advertising and Public Relations/Publicity: Public Relations Definition Publicity Meaning Advertising, PR and Publicity Advantages and Disadvantages. UNIT - V Global Advertising: International Advertising Evolution Effect of Socio Cultural environment Impact of Politico-legal factors Internet advertising Strength and limitations Rules and regulations Future of global advertising.

Annex.54.I -M PG Dip. in Advertising Mgt.- SDE Page 16 of 16 REFERENCE 1. Advertising Sontakki Himalaya Publishing House. 2. Advertising Planning and Implementation Sharma and Singh Prentice Hall 3. Advertising Management Concepts and Cases Manendra Mohan Tata McGraw Hill. 4. Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, Integrated Marketing Communications: Putting It Together & Making It Work 5. Robyn Blakeman, Integrated Marketing Communication: Creative Strategy from Idea to Implementation 6. Paul Russell Smith and Jonathan Taylor, Marketing Communications: An Integrated Approach Equipments/Softwares and other teaching aids and tools: Computer, LCD Projector, OHP, PowerPoint slides Preferable Method of Teaching: Lectures and Case Study Suggested components for evaluation for internal: Internal Test, Assignment and Seminar Suggested contact hours required for teaching: 45 Hours The pattern of question papers for all the subjects shall be as follows: QUESTION PAPER PATTERN Time : 3 Hours Max Marks : 100 Answer any five questions (5 X 20 = 100 Marks) 1. 2. 3. 4. 5. 6. 7. 8. -------------------------