Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials ]

Course No. MGT368 Course Title: FUNDAMENTALS OF PROMOTIONS MANAGEMENT L: 4 T: 1 P: 0 Cr: 5

Course Planner :- 14156 :: Kuljeet K.Minhas

TextBook

1. Advertising and Promotions An IMC perspective, Kruti Shah, Alan D’Souza, Tata McGraw Hill Publications, 2008

Other Specific Books

2. Clow & Baack, Integrated Advertising, Promotion, and Marketing Communications, Pearson Education, New Delhi, 3rd Edition, 2008
3. Belch & Belch, Advertising & Promotion an Integrated Marketing Communication Perspective, Tata McGraw Hill, New Delhi, 2008
4. Sangeeta Sharma & Raghuvir Singh, Advertising Planning & Implementation, Prentice Hall of India, New Delhi, 2008

Other Readings

Sr. No. Jouranls atricles as compulsary readings (specific articles, Complete reference)

5 Local Broadcasting TV & Radio, Katy Bachman, Adweek; Jan 4, 2010; 51, 1; ABI/INFORM Global

6 B2B marketing Strategies Link: http://www.customerparadigm.com/images/docs/Top_10_B2B_Internet_Marketing_Strategies.pdf

7 “Aflac's CEO Explains How He Fell for the Duck” by Daniel Amos HBR, Jan 2010

8 “Marketing Malpractise: The Cause and the Cure” by Scott Cook, HBR December 2005

9 “By Word of Mobile” by Sravanthi Challapalli, Business Line, September 10, 2009

10 “Absolut to Try Television Ads” by Stuart Ellioti Link- http://www.brandkeys.com/news/press/090304NYTimes.Absolut.pdf

11 “ The five platinum rules of online advertising” Link- http://www.marketingevolution.com/downloads/MarketingEvolution_FivePlatinumRules(Web).pdf

12 “ The Structure of Advertising” Link- http://xroads.virginia.edu/~CLASS/am485_98/graham/structure.html

13 “ How to Choose a Marketing Agency (Ad Agency)” Link-

http://webbiquity.com/outsourced-marketing-services/how-to-choose-a-marketing-agency-ad-agency/
14 “Advertising's 15 Basic Appeals” by Jib Fowles Link- http://www.frankwbaker.com/fowles

Page 1 of 9 Approved for Autumn Session 2010-11

Relevant Websites

Sr. No. Web adress (only if relevant to the courses) Salient Features

15 http://www.howstuffworks.com/web-advertising.htm Explains about web-Advertising

16 http://www.wisegeek.com/what-is-public-relations.htm Explains about PR

17 http://en.wikipedia.org/wiki/Publicity Explains about Publicity

18 http://www.wisegeek.com/what-is-corporate-advertising.htm Explains about Corporate Advertising

19 http://systematicdirectmarketing.com/ Explains about Direct Marketing

20 http://www.freecatalogmarketingtips.com/ Explains about Catalog Marketing

21 http://www.multimediamarketing.com/mkc/marketingcommunications/ Discusses about Barrier to IMC and Benefits of IMC

22 http://www.guwahatiyp.com/ad-dagmar.php Explains about DAGMAR

23 http://en.wikipedia.org/wiki/Advertising_research Explains about Advertising research

24 http://www.zeromillion.com/marketing/print-advertising.html Discusses about creativity in pint advertisements

25 http://www.marketresearchworld.net/index.php?option=com_content&task=view&i Discusses about the creativity in TV advertisements.

d=2547&Itemid=77

Detailed Plan For Lectures

Pedagogical tool
Chapters/Sections of
Homework to be Demonstration/case
Week No. Lecture No. Topic Textbook/other
Assigned to students study/images/anmation
reference
ctc. planned

Part 1
Week 1 Lecture 1 Introduction to marketing communication, the marketing Book :1,Chapter 1 Case -Cadbury,Page 59,
communication mix, Book 1

Lecture 2 IMC planning process, the marketing plan, the IMC plan Book :1,Chapter 1
->Reference :21,
Lecture 3 IMC an integral part of marketing, marketing mix strategies Book :1,Chapter 2 Case -VIP remains leader,
Page 115, Book 1

Lecture 4 Integrating IMC in the marketing mix Book :1,Chapter 2

Week 2 Lecture 5 Understanding the communication process. Book :1,Chapter 4 Term Paper 1 Allocation

Page 2 of 9 Approved for Autumn Session 2010-11

Part 1
Week 2 Lecture 6 Advertising Planning:,Structure of advertising and promotions world Book :1,Chapter 5 HomeWork 1 Allocation Case -Deshi Advertising
->Reference :13, agency, Page 237, Book 1
->Reference :14,
Lecture 7 Players in the advertising world Book :1,Chapter 5

Lecture 8 Research for advertising, Book :1,Chapter 6

->Reference :23,

Week 3 Lecture 9 Understanding consumer behaviour, Book :1,Chapter 3 Case - Preethi meets
venkat through
shadi.com, Page 175,
Book 1
Lecture 10 The buying decision process Book :1,Chapter 3

Lecture 11 Promotion objectives, setting communication objectives

Lecture 12 Budget determination, arriving at the marketing communication budget Book :1,Chapter 22

Week 4 Lecture 13 DAGMAR Approach to setting objectives and measuring advertising Book :1,Chapter 22
effectiveness ->Reference :22,
Part 2
Week 4 Lecture 14 Advertising Strategy, choice of strategic approaches Book :1,Chapter 7 HomeWork 1 Case - Tata salt, Page 282,
->Reference :15, Submission Book 1

Lecture 15 Idea generation , finding the Big Idea Book :1,Chapter 8

->Reference :8,
Lecture 16 Idea generation and conception. Book :1,Chapter 9 HomeWork 2 Allocation Case -Tata Salt-II , Page
->Reference :8, 310, Book 1

Week 5 Lecture 17 Media planning and strategy, Introduction to media planning, Types Book :1,Chapter 21
of Media;
Lecture 18 Developing the Media plan Book :1,Chapter 21 Case- Champion: the
premium milkfood drink,
Page 820, Book 1
Lecture 19 Media Planning - Print Book :1,Chapter 18 Case-Divya Bhaskar,
->Reference :24, Page 721, Book 1

Lecture 20 Media Planning - Broadcast Book :1,Chapter 19 Case-SET boost

->Reference :6, viewership with Jassi jaisi
koi nahin, Page-771, Book
1

Page 3 of 9 Approved for Autumn Session 2010-11

Part 2
Week 6 Lecture 21 Media Planning - out of home media Book :1,Chapter 20 Case-Amul:the taste of
India, Page-793 , Book 1

Lecture 22 Media budgets Book :1,Chapter 21

Lecture 23 Creative execution in advertising Book :1,Chapter 9 HomeWork 2 Case-Tata salt-III,

->Reference :11, Submission Page-367 , Book 1

Lecture 24 Celebrity support in execution Book :1,Chapter 9 Case-Santro remains

exiting through out the
year, Page-372 , Book 1

Week 7 Lecture 25 Creative execution in print Book :1,Chapter 10 Quiz 1

Lecture 26 Creative execution on radio Book :1,Chapter 11

Lecture 27 Creative execution on television Book :1,Chapter 12 Case-Lifebuoy captures

->Reference :25, audience its gandh,
Page-5 Book 1
Lecture 28 Creative execution online. Book :1,Chapter 13
->Reference :12,

MID-TERM
Part 3
Week 8 Lecture 29 Sales promotions, Sales promotions objectives, Types of sales ->Reference :1,Chapter-14
promotion
Lecture 30 Budgeting and Developing a Sales Promotion Programme Book :1,Chapter 14 HomeWork 3 Allocation Case-Rasna Prankees
Promotion, Page-600 ,
Book 1
Lecture 31 Budgeting and Developing a Sales Promotion Programme Book :1,Chapter 14

Lecture 32 Unconventional Promotional Media: Sponsorships, Merchandising, Book :1,Chapter 17

Van promotions

Week 9 Lecture 33 Mobile advertising and word-of-mouth Advertising and World wide ->Reference :10,
web communications
Lecture 34 Direct Marketing: Introduction, Elements of Direct marketing Book :1,Chapter 15
->Reference :19,
Lecture 35 Direct marketing media, Book :1,Chapter 15

Page 4 of 9 Approved for Autumn Session 2010-11

Part 3
Week 9 Lecture 36 Personal selling and Business-to-Business Personal selling Book :1,Chapter 17

Week 10 Lecture 37 Catalogue marketing, telemarketing Book :1,Chapter 17 HomeWork 3

->Reference :20, Submission

Lecture 38 M-commerce and E-commerce- an overview ->Reference :15,

Lecture 39 Public Relations: an Introduction, Types Book :1,Chapter 16 HomeWork 4 Allocation Case Study-Can this
->Reference :16, restraint be saved,
Book-2
Part 4
Week 10 Lecture 40 Tools of PR, managing public relations Book :1,Chapter 16

Week 11 Lecture 41 Publicity, Corporate advertising Book :1,Chapter 16

->Reference :17,
->Reference :18,
Lecture 42 Measuring communication effectiveness Book :1,Chapter 23 Case Study-Wicks and
More, Book-2

Lecture 43 Conducting research to measure performance Book :1,Chapter 23

Lecture 44 Advertising testing process, Pretesting Book :1,Chapter 23

Week 12 Lecture 45 Post testing tools Book :1,Chapter 23 HomeWork 4

Submission

Lecture 46 Evaluating other promotional tools and IMC Book :1,Chapter 23

Lecture 47 Regulations in advertising: Legislations affecting advertising, code of Book :1,Chapter 24 Term Paper 1
conduct in advertising ->Reference :9, Submission

Lecture 48 Regulations Governing sales promotion Book :1,Chapter 24 Quiz 2

Week 13 Lecture 49 Regulations Governing Packaging and labelling Book :1,Chapter 24

Lecture 50 Regulations Governing: Direct marketing and Internet marketing. Book :1,Chapter 24

Lecture 51 Global perspective of Advertising-an overview, and contemporary

issues of Advertising and promotions

Page 5 of 9 Approved for Autumn Session 2010-11

Part 4
Week 13 Lecture 52 Global perspective of Advertising-an overview, and contemporary
issues of Advertising and promotions

Spill Over
Week 14 Lecture 53 International Advertising and Promotion ->Reference :3,Chapter-20

Lecture 54 International Advertising and Promotion ->Reference :3,Chapter-20

Details of homework and case studies plan

Nature of homework
Homework No. Topic of the Homework (group/individuals/field work

Homework 1 A student will be required to choose a brand in the assigned product category and the student Group
will have to analyse the promotion mix strategies

Homework 2 Students will be provided with a set of 8 cases to be analyzed and submitted in the form of an Group
assignment.Marks will be assigned on the basis of score in the presentation.

Homework 3 Each student will be allotted an advertisement and he/she will have to analyze the message Individual
strategy in the advertisement.

Homework 4 To design a print advertisement for a specific company, which will cover the whole Individual
Components of print Add (Use of headings, sub headings, body, captions, colors, Font size,
font style, foot notes etc.)
*Normally all the homeworks shall be submitted online but in special courses where homeworks cannot be submited online , the insructor can edit the mode of submission while
entering the IP Details

Scheme for CA:out of 100*

Component Frequency Out of (If any) Marks for each Total Marks

Homework 3 4 15 45

Term Paper 1 25 25

Quiz 2 15 30

Total :- 100

* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the UMS

Page 6 of 9 Approved for Autumn Session 2010-11

 List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper)
Sr. No. Topic
1 The purpose of the term paper “IMC comprehensive project” is to make every student develop an
integrated marketing communications plan for a product or service as they proceed through the course. This
will encourage the students to apply the course text and develop an appreciation for the process that a
marketing communications manager goes though in developing a promotional plan. Every student will choose
a particular brand for a different product or service category assigned by the teacher and will prepare
integrated marketing communications plan. The tentative (suggestive ) list of product / service category is as
follows:
2 Biscuit
3 Branded Clothing
4 Car
5 Chocolate
6 Coaching Institutes
7 Deodrant
8 Digital Cameras
9 Edible oils
10 Education
11 Energy Drinks
12 Hair Colors
13 Hair Oil
14 Hotels
15 Ice cream
16 Immigration Service Providers

Page 7 of 9 Approved for Autumn Session 2010-11

 Plan for Tutorial: (Please do not use these time slots for syllabus coverage)

Tutorial No. Topic Type of pedagogical tool(s) planned

(case analysis,problem solving test,role play,business game etc)

Tutorial 1 Marketing mix strategies Discussion

Tutorial 2 Advertising Planning Case analysis

Tutorial 3 Advertising Strategy Case analysis

Tutorial 4 Creativity in Advertisement Discussion

Tutorial 5 Indian Airlines change of Identity to Indian Case analysis

Tutorial 6 Promotional strategies of the Pharmaceutical Industry Case analysis

Tutorial 7 Doubt clearing before Examination Discussion

After Mid-Term
Tutorial 8 Indian Advertising: Turning Global Case analysis

Tutorial 9 Direct Marketing / Tele Marketing Case analysis

Tutorial 10 Selling skills and negotiation skills - Wizer Technologies Case analysis

Tutorial 11 Evaluating an IMC Program- Cruising for increased profits Case analysis

Tutorial 12 Future of Advertising Discussion

Tutorial 13 Doubt clearing before Examination Discussion

Page 8 of 9 Approved for Autumn Session 2010-11

Page 9 of 9 Approved for Autumn Session 2010-11