Course Code PM23GM6422
Course Title Advertising and Promotion
Program Code GM
Program Title MBA
Department School of Management
Faculty Code M
Faculty Title Faculty of Commerce and Management
Department offering the Course School of Management
Faculty Member Mr. Darshan B N
Semester Duration Weeks (1-16) -Teaching, Learning and Continuous Assessment
Weeks (17-18) -SEE
Weeks (19-20)- Announcement of Results
Assignment - 1
Course Objectives
The objectives of the Course are:
1. To "Attain a comprehensive grasp of Integrated Marketing Communication (IMC) in the
marketing process, incorporating planning models and the communication process for
seamless integration of marketing and promotional strategies
2. To develop proficiency in advertising principles, encompassing its purpose, role, functions,
and types, distinguishing it from the marketing mix.
3. To explore crafting compelling advertising appeals tailored to different stages of the Product
Life Cycle (PLC)
4. To evaluate various advertising agencies, their types, and the services they offer. Develop
criteria for selecting agencies and employing the DAGMAR approach for goal setting, along
with understanding diverse budgeting methods.
5. To develop skills in media planning, including the development of media plans and
strategies. Understand the challenges encountered in media planning, conduct evaluations
for print and broadcast media, and comprehend the significance of creativity in media
strategy.
6. To examine the elements of the promotional mix, delve into direct marketing features,
functions, and strategies. Understand the importance of co-operative advertising,
integration with advertising and publicity, and distinguish between public relations and
publicity.
7. To Explore the dynamics of advertising on the internet, digital media evolution, and the
convergence of digital media. Understand the roles of social media, mobile advertising,
digital public relations, influencer marketing, and blogger relations. Develop skills in
monitoring, evaluation, and control through various methods, including pre-testing and
post-testing.
8. To Assess and compare different media channels, both traditional and digital, for their
appropriateness and effectiveness in achieving specific IMC objectives.
9. To create and compel messages tailored to diverse target audiences, applying creativity and
effective communication strategies across various platforms.
10. To evaluate the effectiveness of IMC campaigns by analysing key performance indicators
(KPIs) and metrics, and make data-driven recommendations for optimization
2.3 Course Outcomes
After undergoing this course student will be able to:
Define the concepts, purpose, role, and functions of Integrated Marketing
Communication (IMC) within the marketing process, including the IMC planning
CO1
model, marketing and promotion process model, and the communication
process.
Explain the steps involved in developing IMC programmes, effectiveness of
CO2 marketing communications, the role of advertising within the marketing mix, and
advertising appeals across various stages of the product life cycle.
Apply media planning and strategy concepts by developing media plans,
addressing problems encountered, evaluating print, broadcast, and support
CO3
media, and designing creative strategies including headlines and body copy for
advertising campaigns
Analyse the structure, services, selection criteria, and evaluation of advertising
CO4 agencies, including advertising objectives, budgeting, the DAGMAR approach,
and various budgeting methods.
Evaluate the effectiveness of promotional mix elements including direct
CO5 marketing, sales promotion, public relations, publicity, corporate advertising, and
the integration of advertising with publicity using different tools and strategies.
Develop and measure digital and international advertising strategies, including
advertising on digital and social media, influencer marketing, digital public
CO6
relations, mobile advertising, and internet advertising, while evaluating their
advantages, limitations, and effectiveness.
Marks Distribution: Rubrics
Co’s 1 2 3 4 5
48 Marks 6 6 12 9 15
16 Marks 2 2 4 3 5
Conversion
Assignment – Advertising and Promotion
Course Code: PM23GM6422
Program: MBA (GM)
Department: School of Management
Total Marks: 48
1 Choose one brand/company/product (Indian or global) and use it consistently to answer
all 5 questions.
2 Each student must pick a different brand (no duplicates allowed).
3 Answers should demonstrate application of theoretical concepts to real-life brand
strategies.
4 Use campaign visuals, data, reports, and citations wherever relevant.
Q1 – Role of IMC in Marketing Strategy
(Marks: 6 | CO1)
Analyze the role of Integrated Marketing Communication (IMC) in the marketing strategy of
your selected brand.
How does the brand ensure integration across advertising, digital media, PR, sales
promotion, etc.?
How does it maintain message consistency and audience engagement across
channels?
Q2 – Advertising vs Marketing Mix Elements
(Marks: 6 | CO2)
Evaluate how advertising decisions align with the other elements of the marketing mix
(Product, Price, Place, Promotion).
How has advertising influenced or been influenced by pricing, product design, or
placement strategies?
Include examples from your brand’s campaigns.
Q3 – Designing an IMC Plan
(Marks: 12 | CO3)
Create a basic IMC plan for a new product or variant under your selected brand.
Include:
Target audience profile
Communication objectives
Choice of promotional tools
Message and media strategy
Key elements of campaign planning (timeline, estimated budget, etc.)
Q4 – Advertising Appeal at Different PLC Stages
(Marks: 9 | CO4)
Analyze how advertising appeals of your selected brand change across various stages of the
Product Life Cycle (PLC).
Identify major campaigns during Introduction, Growth, Maturity, and Decline stages.
Discuss the evolution in message tone, media, and appeal types (emotional, rational,
humorous, etc.).
Q5 – Evaluating IMC Campaign Effectiveness
(Marks: 15 | CO5)
Critically evaluate the effectiveness of a recent IMC campaign run by your selected brand.
How was the communication process executed?
Was the brand message clearly received by the target audience?
Support with campaign metrics like sales growth, brand recall, social media
engagement, etc.