SCHOOL OF MEDIA & COMMUNICATIONBachelor of AdvertisingDuration 3 year Full TimeSyllabus Outline2013
Bachelor in AdvertisingName and Duration of the CourseThis is a Three year course and the name of the course shall be Bachelor in Advertising.Course DescriptionThe course provides students with the necessary conceptual, technical and analytical skillsin Advertising & Marketing Communications. It also enhances soft skills in leadership,organizational behavior, decision making, business communication, etc.The three Specializations offered are: Marketing Management, Media Management andAdvertising Management.The students will undergo an industry internship for 3 months to get a better understandingof business and real organizational problems.The students will be undertaking a dissertation which will help them to specialize in theirchosen area.ObjectivesThe objective of this course is to create future leaders in Advertising and Marketing Communication.The course seeks to groom students as brand strategists. The students will learn to build brandsfrom the consumer’s perspectives using communication media such as digital technologies,advertising and corporate communications.The present global order has witnessed the rapid strides made in the communication sector.Communication is also one of the fastest growing sectors of the Indian economy.Of the several sectors of the economy that have changed dramatically in the recent past, there isone where such change has been manifested profoundly – Advertising and Media. We havewitnessed in our lifetime not only an overwhelming increase in the number of media, but emergenceof new media and an almost simultaneous convergence between them.The booming Indian Media and Marketing industries requires trained and qualified workforce in evergreater numbers. At the same time, a growing number of students seek high-quality education fromreputed institutes that render them employable.
It prepares students for a wide range of careers. As a graduate of the program, the studentswill be prepared to: Client Servicing Copywriter Media Marketing Digital Marketing Public Relation Media Planner Creative / Visualizer Event Marketing Brand ManagerAfter completing the course one can pursue Masters in Advertising, MarketingCommunication or MBA.
SYLLABUS OUTLINECourseCodeModule Lectures TutorialTotalCreditsFIRST SEMESTERBAMC101 Advertising Concepts and Principles 3 1 4BAMC102 Introduction to Marketing 3 1 4BAMC103 Principles of Management 3 1 4BAMC104 History & Evolution of Advertising 3 1 4BAMC105Introduction of Visualization andConceptualization3 1 4BAMC106 Organizational Behaviour 3 1 4BAMC107 Career Enhancement Program -I 2 - 2TOTAL26SECOND SEMESTERBAMC201Marketing CommunicationManagement3 1 4BAMC202 Advertising Design and Copy Writing 3 1 4BAMC203 Consumer Insights 3 1 4BAMC204 Brand Management 3 1 4BAMC205 Public Relations 3 1 4BAMC206 Media Industry Overview 3 1 4BAMC207 Career Enhancement Program -II 2 - 2TOTAL 26THIRD SEMESTERBAMC301 Basic Research 3 1 4BAMC302 Account Planning 3 1 4BAMC303 Service Marketing 3 1 4BAMC304 CRM 3 1 4BAMC305 Media Marketing 3 1 4BAMC306 Advertising Media Laws & Ethics 3 1 4BAMC307 Career Enhancement Program -III 2 - 2TOTAL 26
Course Code Module Lectures TutorialTotalCreditsFOURTH SEMESTERBAMC401 Direct Marketing 3 1 4BAMC402 Digital Marketing 3 1 4BAMC403Advertising Design, Direction andSoftwares3 1 4BAMC404 Entrepreneurship and Innovation 3 1 4BAMC405 Marketing Research 3 1 4BAMC406 Social Marketing 3 1 4BAMC407 Career Enhancement Program -IV 2 - 2TOTAL26FIFTH SEMESTERBAMC501 Media Management 2 1 3BAMC502Integrated MarketingCommunications2 1 3BAMC503 Strategic Marketing 2 1 3BAMC504 Retail Management 2 1 3Two Elective Each for Advertising, Marketing and MediaBAMC505 Client Servicing (Advertising) 2 - 2BAMC506 Advertising Production (Advertising) 2 - 2BAMC507 Media Planning & Buying (Media) 2 - 2BAMC508 Media Research (Media) 2 - 2BAMC509Distributions and LogisticsManagement (Marketing)2 - 2BAMC510Strategic Brand & ProductManagement (Marketing)2 - 2BAMC511 Career Enhancement Program -V 2 2 4BAMC512 Summer Internship (Three Months) - - 6TOTAL26
CourseCodeModule Lectures TutorialTotalCreditsSIXTH SEMESTERBAMC601 Account Management 2 - 2BAMC602 Knowledge Management 2 - 2Two Elective Each for Marketing, Media and AdvertisingBAMC603 Sales and Promotions (Marketing) 2 - 2BAMC604Retail Marketing Communication(Marketing)2 - 2BAMC605 Social Media (Media ) 2 - 2BAMC606Media Rating and Audience Measurement(Media )2 - 2BAMC607Campaign Planning & Management( Advertising)2 - 2BAMC608 Corporate Communication (Advertising) 2 - 2BAMC609 Career Enhancement Program -VI 2 2 4BAMC610Dissertation/Specialization Project( Any One)1. Marketing2. Media3. Advertising8Total 20Total= 150 Credits