The Advertising specialization focuses on the study of diverse aspects of marketing efforts to carry out a firm's strategy in its target markets. It will guide students through various approaches to understand the complexities and processes of marketing decision making and the role of advertising. This specialization prepares students for graduate study in any of the specialized fields of Advertising. It enables students to develop a critical understanding of the major concepts, themes, theoretical frameworks and methodology of the discipline.
This major covers a wide range of topics that enable students to develop a critical understanding of basic concepts and theories of the subject, leading to the study of specialized areas such as Marketing strategy, Consumer Behaviour, Brand Management, Integrated Marketing Communication, Advertising Creative, Idea Generation and Entrepreneurship among others. Students are trained in the Marketing research methods which help them grasp both qualitative and quantitative research traditions.
The specialization specific courses in the major introduce students to basic concepts and varied fields of Marketing, focusing mostly on the communication and advertising aspects. The course has a business orientation and prepares students to make creative decisions keeping in mind the strategic goals of the company. . The courses are geared towards in-depth study of specialized areas of the discipline focusing on aspects of targeting consumer segments with ethical and socially responsible advertising. The advanced courses train the students in digital and new media and its intersection with advertising and marketing strategy. The students are also trained in research methods that enable them to conduct research-oriented studies.
SPECIALIZATION AIMS
The Advertising specialization intends to:
- Inculcate in students an in-depth understanding of the theories, models and processes of Advertising·
- Inculcate skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion
- Develop skills in formulating and implementing marketing strategies for brands and businesses
- Enable students to understand concepts and theories underlying marketing decision making and provide them with a set of approaches to consider when faced with a decision involving understanding customer responses to marketing actions.
- Familiarize students with several types of managerial problems as well as data sources and techniques, commonly employed in making effective marketing decisions.
- Enable students to conceptualize and operationalize independent research projects
- Train students to use statistical methods to interpret empirical data and draw inferences. provides a research-based and framework-driven approach to understanding marketing
COURSES (CORE AND ELECTIVE) **
28 MAJOR COURSES
|
1. Quantitative Methods |
11. Digital Marketing |
21. Media Planning and Buying* |
|
2. Communication Theory |
12. Financial Management for Communication |
22. Innovative Marketing* |
|
3. Managerial Economics |
13. Brand & Product Management |
23. Marketing Research and Analytics* |
|
4. Advertising Strategy |
14. Social Media & Content Marketing |
24. Semiotics and Communications* |
|
5. Business Research Methods |
15. Operations Management |
25. Account Planning Models* |
|
6. Culture and Communication |
16. Advertising Creative |
26. Corporate Communications & Reputation Management* |
|
7. Retail Marketing and Communications |
17. Events, PR and Corporate Communications |
27. Rural Marketing and Communication* |
|
8. Consumer & Audience Behaviour |
18. Media Planning and Management |
28. Student Live Agency Project* |
|
9. People Management |
19. Graduation Project |
|
|
10. Marketing & Advertising |
20. Advertising Creativity and Execution* |
* 4th year undergraduate courses
1. Quantitative Methods
Modern management is increasingly adopting quantitative methods in making strategic decisions. Though the uncertainty in business environment is increasing, the available data for making decision is also increasing at an extremely high rate. Managers are required to collect, analyze and interpret mathematical output for making decisions. The course has been designed to develop familiarity with application of statistical methods in managerial problem solving and decision-making.
2. Communication Theory
The 20th century has been the century of massive communication systems. Cinema, radio, television and now the internet have fundamentally transformed the way in which human societies communicate. However, media is routinely treated as something non-serious or simply ‘entertainment’ or at worst, devious. These positions need to be examined more critically. To understand the way the world works today, it is very crucial to undertake a deeper study of the structures, paradigms and institutions of communication.
3. Managerial Economics
This course provides a solid foundation of economic understanding for use in managerial decision-making. The course provides students with a broad overview of both micro and macroeconomics and thus equips them with the knowledge, tools and techniques to make effective economic decisions under different business environments.
4. Advertising Strategy
The course aims to teach students identification of the role of advertising in marketing, enumerating the perils of not involving consumers in advertising planning, introducing students to concept of Account Planning, taking students through a planning model used in Advertising agencies, teaching students how to make an advertising campaign, training students to obtain consumer input for the purposes of brand planning, teaching students how to write creative briefs, practicing the skills needed by an account planner.
5. Business Research Methods
The objective of the course is to enable students to understand the role and importance of research in improving managerial decisions when faced with uncertainty. Statistical methods are applied in all functional areas of business: accounting, finance, management, and marketing. The issue facing managers is not a shortage of information but how to use the available information to make better decisions. Statistical thinking includes the recognition that data are inherently variable and that the identification measurement, control, and reduction of variation provide opportunities for quality improvement.
6. Culture and Communication
This course attempts to understand the pivotal role of culture and media in contemporary society. It looks at a variety of cultural practices through an interdisciplinary lens and in particular, through grounding in technologies, forms, institutions and effects of media.
7. Retail Marketing and Communications
Every part of marketing activity whether it is Sales, Research or Consumer Insight or Brand Management or pure Marketing involves interface and better understanding of Retail Programs at the outset. The course thus focuses on the retail industry and it’s cross functional involvement towards a dynamic future. This course tries to familiarize students with the decisions involved in running a retail firm and the concepts and principles for making those decisions.
8. Consumer & Audience Behaviour
This course aims to help students understand the socio-cultural factors which shapes consumption decision making process, the psychological factors which shapes consumption decision making process and utilize this understanding to develop consumer insight and make marketing related decisions on its basis. Apply knowledge of consumer behaviour to understand a variety of marketing and branding situations.
9. People Management
This course is an introduction to organizational behaviour and human resource management for undergraduates. It discusses behaviour in organizations at individual, group and organizational levels and the practices and tools for managing human resources effectively. It enables students to understand the underlying aspects that drive behaviour in organizations and what tools and practices can be employed to direct individual actions towards organizational objectives.
10. Marketing & Advertising
This course aims to explain the various factors influencing marketing decisions; to explain the concepts, tools and techniques of marketing; to teach the basic marketing mix; to showcase application of marketing concepts; to explain the importance and use of timely, accurate and actionable information on consumers and competitors; to develop basic skills in marketing analysis, decision and strategy formulation; to develop a managerial perspective and decision making ability for effective and efficient tackling of promotional situations; to provide an appreciation of the range of tools available for marketing communications; to provide an understanding of the basic principles of planning and execution in Marketing Communications; to appreciate different tools of communications and understand their integration and to discuss the effect of contemporary communication tools on target audience.
11. Digital Marketing
This course aims to outline the characteristics of the digital media and its utility in marketing; to develop an awareness of the various digital media options and outline approaches to using them in marketing brands; to take students through Google’s AdWords dashboard and guide them to make a basic search campaign using the AdWords Dashboard; to identify social media elements & show to use them in digital advertising; to explain commercial potential of social web & its integration into digital marketing strategy and to showcase advertising and marketing opportunities in social media and train to use them.
12. Financial Management for Communication
The main goal of this course is to develop a foundation of financial management concepts. It helps the student in understanding the framework of accounting and the process of preparation of financial statements. It helps the participants to analyse the company's financial statements and make relevant decisions. The course will enable to understand how corporations make important investment and financing decisions, and how they establish working capital policies. This course is aimed at providing a brief history of Finance, a framework of understanding financial markets, architecture and systems. The course lays a foundation for more complex financial topics that will come up in elective courses. It seeks to provide students approaches in Financial Analysis, the Finance function and its interrelatedness with other areas of Business.
13. Brand & Product Management
Effective brand management is the key to developing product and communication strategies which lead to marketing success. This course is designed to develop the necessary knowledge and skills for creating and managing brands which resonate with the TA and can create a loyal consumer base. The course introduces the students to the theories, concepts, strategies and practices of brand and product creation, maintenance and evolution. This will be addressed across a range of real world contexts, product types and industries
14. Social Media & Content Marketing
This course aims to explain the concept of brand and related concepts like theories, concepts, strategies and practices of brand and product creation, maintenance and evolution; to explain different aspects of a brand; to inculcate the practice of effective brand management and to explain the intricate relationship between branding and advertising which is the key to developing product and communication strategies which lead to marketing success.
The course aims to explain the development of media theories and how they link with historically important social and political events/issues. It seeks to acquaint students with the nature of communication processes; to develop a critical understanding of the strengths and limitations of basic theories of mass communication and the ability to apply those theories in research and everyday lives.
15. Operations Management
The aim of this course is to inculcate key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function. This course also helps students understand and appreciate the role of operations in the firm’s overall strategy and its interdependence with the other firm functions, learn the key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function in manufacturing and services firms and develop analytical and problem solving skills specific to operations area.
16. Advertising Creative
Creativity is the execution of activity and ideas in a manner beyond ritual actions or routine responses. Developing a creative thought process is crucial for problem solving, innovation, idea generation, across fields of strategy ,business, advertising, film and design just to name a few. This course aims to create a creative mindset by training the students to approach concepts and problems in an innovative and lateral fashion and to apply this creative thought process to creating effectively innovative advertising and communication.
17. Events, PR and Corporate Communications
This course aims to develop strategies and do the basic tasks of external and internal communications, explain key functions of organizational communication departments within a corporation, discuss the design of a corporate communication strategic planning model, showcase special communication functions, including government, investor, and consumer relations, define and identify the impact of communication technologies on reputation management and surveillance functions, explore problem solving strategies associated with crisis communication, provide an appreciation of the range of Public relations activities involved in corporate communications, provide an understanding of the basic principles of planning and execution of Public relations, and discuss the effect of contemporary communication tools on target audience.
18. Media Planning and Management
This course helps students understand and be able to apply the concepts of supply and demand, equilibrium, and the factors that shift supply and demand to analyse the behaviour of real markets when conditions change, analyse the impacts of restricting markets from reaching the competitive equilibrium through price controls, taxes, and subsidies . It also helps them understand the difference between monopoly markets and competitive markets, the nature of production in the modern economy. Be able to identify the profit maximizing price and the relationship between different types of cost and apply the basic concepts of macroeconomics including the principles of banking, money-creation, income-determination, inflation and unemployment.
19. Graduation Project
To be added soon
20. Advertising Creativity and Execution
This course is designed to enhance the skills of students in terms of creating advertising. By developing actual advertising campaigns from scratch, students will experience how all the functional areas of advertising (research, media, creative, and account management) work together in the process of creating an advertising plan. Students will analyze brands, decide communication strategy, and design creative works (e.g., preparing storyboard for TV commercials, writing scripts, and rough layout for print ads and the internet), and decide and implement IMC components for clients to solve any problems identified from their primary and secondary market research.
21. Media Planning and Buying
This course aims to provide an overview of electronic and digital media and to teach the students about different media measurement metrics/tools and how to use them. The course provides students with the ability to estimate broadcasting costs and marketing costs and to understand the different revenue streams in media.
22. Innovative Marketing
This course aims to acquaint students to innovative marketing practices and the latest in marketing techniques. It trains students to develop inexpensive yet reliable and valid approaches to identifying customer needs. It also enables students to conduct market research and develop insights about the use of viral marketing and other innovative marketing strategies like guerrilla marketing, subversive marketing, network marketing, etc. The course also trains students on brand building techniques to build a new brand from scratch, from naming to launching a campaign.
23. Marketing Research and Analytics
Businesses today have easy access to data directly from customers that are collected at point-of-purchase and through day-to-day course of business or through research based projects that collect primary data from customers and other stakeholders. While data has become more easily available, businesses struggle to make sense of it. This course in Marketing Research and Analytics will equip the learner with knowledge, skills and training in marketing intelligence and marketing research methods, tools and technology useful to data driven decision making. The focus of this course is to understand marketing problems and solve them using a mix of traditional and contemporary methods.
24. Semiotics and Communications
The subject helps understanding that the semiotic and linguistic effects which push our buttons and manipulate us as consumers also occur on all other levels of media from brand to colours to ads to everyday consumptions of brands conversations. It adopts a holistic and harmonious approach to determining how various sensory and emotional stimuli of a brand interact before rolling the marketing communication programs
25. Account Planning Models
This course aims to teach students various planning models used by advertising agencies to create brands and to provide a simulation of developing and executing an advertising campaign. The course also prepares students to become effective account planners by taking them through multiple campaign planning processes.
26. Corporate Communications & Reputation Management
This course help students learn how to develop strategies and do the basic tasks of external and internal communications. It explains key functions of organizational communication departments within a corporation. It discusses the design of a corporate communication strategic planning model. It showcases special communication functions, including government, investor, and consumer relations. It defines and identifies the impact of communication technologies on reputation management and surveillance functions. It explores problem solving strategies associated with crisis communication. Provides an appreciation of the range of public relations activities involved in corporate communications. Provides an understanding of the basic principles of planning and execution of Public relations and discusses the effect of contemporary communication tools on target audience.
27. Rural Marketing and Communication
This course tries to explain the scope of rural marketing in Indian context and its importance in terms of size and revenue generated. It helps students appreciate the differences between rural and urban markets. It helps elucidate rural marketing in terms of 4 Ps: product, promotion, price and place and also consumer behavior. It also tries to explain how the differences affect the marketing strategy in form of segmentation, targeting and positioning, communication strategy, creative strategy and distribution strategy. It also enables students explain rural research techniques.
28. Student Live Agency Project
This is an applied capstone course in which students apply their learning from the courses of earlier terms to effectively create and manage an integrated marketing communications campaign for a real client.
23 MINOR COURSES
|
1. Quantitative Methods |
9. Marketing & Advertising |
17. Media Planning and Management |
|
2. Communication Theory |
10. Digital Marketing |
18. Advertising Creativity and Execution* |
|
3. Managerial Economics |
11. Financial Management for Communication |
19. Media Planning and Buying* |
|
4. Advertising Strategy |
12. Brand & Product Management |
20. Innovative Marketing* |
|
5. Business Research Methods |
13. Social Media & Content Marketing |
21. Marketing Research and Analytics* |
|
6. Culture and Communication |
14. Operations Management |
22. Account Planning Models* |
|
7. Consumer & Audience Behaviour |
15. Advertising Creative |
23. Corporate Communications & Reputation Management* |
|
8. Retail Marketing and Communications |
16. Events, PR and Corporate Communications |
* 4th year undergraduate courses
1. Quantitative Methods
Modern management is increasingly adopting quantitative methods in making strategic decisions. Though the uncertainty in business environment is increasing, the available data for making decision is also increasing at an extremely high rate. Managers are required to collect, analyze and interpret mathematical output for making decisions. The course has been designed to develop familiarity with application of statistical methods in managerial problem solving and decision-making.
2. Communication Theory
The 20th century has been the century of massive communication systems. Cinema, radio, television and now the internet have fundamentally transformed the way in which human societies communicate. However, media is routinely treated as something non-serious or simply ‘entertainment’ or at worst, devious. These positions need to be examined more critically. To understand the way the world works today, it is very crucial to undertake a deeper study of the structures, paradigms and institutions of communication.
3. Managerial Economics
This course provides a solid foundation of economic understanding for use in managerial decision-making. The course provides students with a broad overview of both micro and macroeconomics and thus equips them with the knowledge, tools and techniques to make effective economic decisions under different business environments.
4. Advertising Strategy
The course aims to teach students identification of the role of advertising in marketing, enumerating the perils of not involving consumers in advertising planning, introducing students to concept of Account Planning, taking students through a planning model used in Advertising agencies, teaching students how to make an advertising campaign, training students to obtain consumer input for the purposes of brand planning, teaching students how to write creative briefs, practicing the skills needed by an account planner.
5. Business Research Methods
The objective of the course is to enable students to understand the role and importance of research in improving managerial decisions when faced with uncertainty. Statistical methods are applied in all functional areas of business: accounting, finance, management, and marketing. The issue facing managers is not a shortage of information but how to use the available information to make better decisions. Statistical thinking includes the recognition that data are inherently variable and that the identification measurement, control, and reduction of variation provide opportunities for quality improvement.
6. Culture and Communication
This course attempts to understand the pivotal role of culture and media in contemporary society. It looks at a variety of cultural practices through an interdisciplinary lens and in particular, through grounding in technologies, forms, institutions and effects of media.
7. Consumer & Audience Behaviour
This course aims to help students understand the socio-cultural factors which shapes consumption decision making process, the psychological factors which shapes consumption decision making process and utilize this understanding to develop consumer insight and make marketing related decisions on its basis. Apply knowledge of consumer behaviour to understand a variety of marketing and branding situations.
8. Retail Marketing and Communications
Every part of marketing activity whether it is Sales, Research or Consumer Insight or Brand Management or pure Marketing involves interface and better understanding of Retail Programs at the outset. The course thus focuses on the retail industry and it’s cross functional involvement towards a dynamic future. This course tries to familiarize students with the decisions involved in running a retail firm and the concepts and principles for making those decisions.
9. Marketing & Advertising
This course aims to explain the various factors influencing marketing decisions; to explain the concepts, tools and techniques of marketing; to teach the basic marketing mix; to showcase application of marketing concepts; to explain the importance and use of timely, accurate and actionable information on consumers and competitors; to develop basic skills in marketing analysis, decision and strategy formulation; to develop a managerial perspective and decision making ability for effective and efficient tackling of promotional situations; to provide an appreciation of the range of tools available for marketing communications; to provide an understanding of the basic principles of planning and execution in Marketing Communications; to appreciate different tools of communications and understand their integration and to discuss the effect of contemporary communication tools on target audience.
10. Digital Marketing
This course aims to outline the characteristics of the digital media and its utility in marketing; to develop an awareness of the various digital media options and outline approaches to using them in marketing brands; to take students through Google’s AdWords dashboard and guide them to make a basic search campaign using the AdWords Dashboard; to identify social media elements & show to use them in digital advertising; to explain commercial potential of social web & its integration into digital marketing strategy and to showcase advertising and marketing opportunities in social media and train to use them.
11. Financial Management for Communication
The main goal of this course is to develop a foundation of financial management concepts. It helps the student in understanding the framework of accounting and the process of preparation of financial statements. It helps the participants to analyse the company's financial statements and make relevant decisions. The course will enable to understand how corporations make important investment and financing decisions, and how they establish working capital policies. This course is aimed at providing a brief history of Finance, a framework of understanding financial markets, architecture and systems. The course lays a foundation for more complex financial topics that will come up in elective courses. It seeks to provide students approaches in Financial Analysis, the Finance function and its interrelatedness with other areas of Business.
12. Brand & Product Management
Effective brand management is the key to developing product and communication strategies which lead to marketing success. This course is designed to develop the necessary knowledge and skills for creating and managing brands which resonate with the TA and can create a loyal consumer base. The course introduces the students to the theories, concepts, strategies and practices of brand and product creation, maintenance and evolution. This will be addressed across a range of real world contexts, product types and industries
13. Social Media & Content Marketing
This course aims to explain the concept of brand and related concepts like theories, concepts, strategies and practices of brand and product creation, maintenance and evolution; to explain different aspects of a brand; to inculcate the practice of effective brand management and to explain the intricate relationship between branding and advertising which is the key to developing product and communication strategies which lead to marketing success.
The course aims to explain the development of media theories and how they link with historically important social and political events/issues. It seeks to acquaint students with the nature of communication processes; to develop a critical understanding of the strengths and limitations of basic theories of mass communication and the ability to apply those theories in research and everyday lives.
14. Operations Management
The aim of this course is to inculcate key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function. This course also helps students understand and appreciate the role of operations in the firm’s overall strategy and its interdependence with the other firm functions, learn the key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function in manufacturing and services firms and develop analytical and problem solving skills specific to operations area.
15. Advertising Creative
Creativity is the execution of activity and ideas in a manner beyond ritual actions or routine responses. Developing a creative thought process is crucial for problem solving, innovation, idea generation, across fields of strategy ,business, advertising, film and design just to name a few. This course aims to create a creative mindset by training the students to approach concepts and problems in an innovative and lateral fashion and to apply this creative thought process to creating effectively innovative advertising and communication.
16. Events, PR and Corporate Communications
This course aims to develop strategies and do the basic tasks of external and internal communications, explain key functions of organizational communication departments within a corporation, discuss the design of a corporate communication strategic planning model, showcase special communication functions, including government, investor, and consumer relations, define and identify the impact of communication technologies on reputation management and surveillance functions, explore problem solving strategies associated with crisis communication, provide an appreciation of the range of Public relations activities involved in corporate communications, provide an understanding of the basic principles of planning and execution of Public relations, and discuss the effect of contemporary communication tools on target audience.
17. Media Planning and Management
This course helps students understand and be able to apply the concepts of supply and demand, equilibrium, and the factors that shift supply and demand to analyse the behaviour of real markets when conditions change, analyse the impacts of restricting markets from reaching the competitive equilibrium through price controls, taxes, and subsidies . It also helps them understand the difference between monopoly markets and competitive markets, the nature of production in the modern economy. Be able to identify the profit maximizing price and the relationship between different types of cost and apply the basic concepts of macroeconomics including the principles of banking, money-creation, income-determination, inflation and unemployment.
18. Advertising Creativity and Execution
This course is designed to enhance the skills of students in terms of creating advertising. By developing actual advertising campaigns from scratch, students will experience how all the functional areas of advertising (research, media, creative, and account management) work together in the process of creating an advertising plan. Students will analyze brands, decide communication strategy, and design creative works (e.g., preparing storyboard for TV commercials, writing scripts, and rough layout for print ads and the internet), and decide and implement IMC components for clients to solve any problems identified from their primary and secondary market research.
19. Media Planning and Buying
This course aims to provide an overview of electronic and digital media and to teach the students about different media measurement metrics/tools and how to use them. The course provides students with the ability to estimate broadcasting costs and marketing costs and to understand the different revenue streams in media.
20. Innovative Marketing
This course aims to acquaint students to innovative marketing practices and the latest in marketing techniques. It trains students to develop inexpensive yet reliable and valid approaches to identifying customer needs. It also enables students to conduct market research and develop insights about the use of viral marketing and other innovative marketing strategies like guerrilla marketing, subversive marketing, network marketing, etc. The course also trains students on brand building techniques to build a new brand from scratch, from naming to launching a campaign.
21. Marketing Research and Analytics
Businesses today have easy access to data directly from customers that are collected at point-of-purchase and through day-to-day course of business or through research based projects that collect primary data from customers and other stakeholders. While data has become more easily available, businesses struggle to make sense of it. This course in Marketing Research and Analytics will equip the learner with knowledge, skills and training in marketing intelligence and marketing research methods, tools and technology useful to data driven decision making. The focus of this course is to understand marketing problems and solve them using a mix of traditional and contemporary methods.
22. Account Planning Models
This course aims to teach students various planning models used by advertising agencies to create brands and to provide a simulation of developing and executing an advertising campaign. The course also prepares students to become effective account planners by taking them through multiple campaign planning processes.
23. Corporate Communications & Reputation Management
This course help students learn how to develop strategies and do the basic tasks of external and internal communications. It explains key functions of organizational communication departments within a corporation. It discusses the design of a corporate communication strategic planning model. It showcases special communication functions, including government, investor, and consumer relations. It defines and identifies the impact of communication technologies on reputation management and surveillance functions. It explores problem solving strategies associated with crisis communication. Provides an appreciation of the range of public relations activities involved in corporate communications. Provides an understanding of the basic principles of planning and execution of Public relations and discusses the effect of contemporary communication tools on target audience.