Promotion Management Syllabus - MBA (PU)

Course objective

The objective of this course is to teach students to understand and apply theories in advertising and promotion management. This course gives students an opportunity to strengthen their knowledge and skills in the field through a profound understanding of the theory and practice of integrated communication strategies. Students will learn how to improve corporate and product image through advertising and promotion activities, and they will develop skills through the preparation of an advertising and promotion plan.

Course Description

Major topics that will be covered include: Advertising and promotion in the marketing process, Advertising, promotion, segmentation and positioning, the role of advertising agencies, Advertising, promotion and consumer behavior, the communication process, source, message and channel factors, objectives and budgets for IMC programs, creative strategies, media planning and strategies, Evaluation of broadcast media & print media, support media, and sales promotion.

Learning Outcomes

Upon completion of this course, you should be able to:

• Understand the concept and scope of Integrated Marketing communication
• Understand the role of IMC in the marketing process
• Analyze the perspective of consumer behavior in decision making process
• Gain knowledge about the role of Ad agency and other marketing communication organizations
• Develop skills in analyzing the communication process
• Discuss the objectives and budgeting of IMC programs.
• Familiar with the planning and development of creative strategies and also implementation and evaluation of creative strategies.
• Gain insight in the development of media planning and strategy
• Acquire in depth knowledge of the broadcast media, print media, and support media.

Learning Activities and Procedures

The instructors decide on the teaching methods for this course, which may include lectures, case study, practical problems exercises, article review, project report writing and students’ presentations. The learning activities will be centered on the following activities:

• Class lectures and discussion on specific study matters.
• Class presentation and discussion following the presentation.
• Review of articles and case study.
• As a major task of the trimester, students will be encouraged to develop a case in a group and make its presentation at the end of the trimester.
• Examination (Mid-term and final).

Course Outline

The classes will be organized into following sections and subsections Students are expected to read the topics prior to the class.

An introduction to integrated marketing communication

The role of IMC in the marketing process

The role of advertising agencies

Advertising, promotion and consumer behavior

Source, message and channel factors

Objectives and budgets

Creative strategies

Media planning and strategies

Evaluation of broadcast media and print media

Support media

1. Introduction to Integrated Marketing Communications

             What is marketing?

             Integrated Marketing Communications

            The promotion mix: the tools for IMC

            Promotional Management

            The IMC Planning Process

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 1)

Rajeev Batra, John G. Myers & David A. Aaker (Chapter 3)

2. The role of IMC in the marketing process

            Marketing strategy and analysis

           The target marketing process

•  Identifying markets
• Market segmentation
• Selecting the target market
• Marketing positioning

Developing the marketing planning program

The role of Advertising and Promotion

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 2)

Rajeev Batra, John G. Myers & David A. Aaker (Chapter 2 & 6)

3. The role of Ad agency and other marketing communication organizations

Participants in the IMC process

Organizing for advertising and promotion in the firm: The client’s role

Advertising Agencies

Agency Compensations

Evaluating Agencies

Specialized Services

Collateral Services

IMC Services

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 3)

4. Perspectives on Consumer Behavior

An overview of consumer behavior

The consumer decision making process

The consumer learning process

Environmental influences on consumer behavior

Alternative approaches to consumer behavior

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 4)

5. Source, Message and Channel factors

Promotional planning through the persuasion matrix

Source factors

Message factors

Channel factors

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 6)

6. Establishing objectives and budgeting for the promotional programs

The value of objectives

Determining promotional objectives

Sales versus communication objectives

DAGMAR: An approach to setting objectives

Problems in setting objectives

Establishing and allocating the promotional budgets

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 7)

7. Creative Strategy: Planning, Development, Implementation, & Evaluation

The importance of creativity in advertising

Planning creative strategy

The creative process

Creative strategy development

Appeal and execution styles

Creative tactics

Client evaluation and approval of creative work

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 8 & 9)

Rajeev Batra, John G. Myers & David A. Aaker (Chapter 12 &13)

8. Media Planning and strategy

An overview of media planning

Developing the media plan

Market analysis and target market identification

Establishing media objectives

Developing and implementing media strategies

Computers in media planning

Characteristics of media

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 10)

Rajeev Batra, John G. Myers & David A. Aaker (Chapter 17)

9. Evaluation of broadcast and print media

Television

Buying television time

Radio

The role of magazines and newspapers

Magazine

Newspapers

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 11 & 12)

Rajeev Batra, John G. Myers & David A. Aaker (Chapter 15

10. Support Media

The scope of support media industry

Out-of-home media

Promotional products marketing

Other media

Text and supplementary Reading:

George E. Belch & Michael A. Belch (Chapter 13)

Evaluation Criteria

Following is the break up of the internal assessment for this course. As per the rule of university, internal assessment has been given 60 percent weight in the final grading. The weight is distributed as follows: