This post explains about Gauhati University’s B.Com syllabus under the new NEP FYUGP system for 2024-25. It focuses on the 3rd-semester course, "Advertising(Major 1) Subject," which is part of the "Marketing Management" specialization. The course is worth 4 credits and follows the UGCBCS system. If you're a student of GU BCom 3rd Sem, this syllabus will help you understand what to expect from this subject.
[Guahati University Advertising Syllabus B.com 3rd sem FYUGP Syllabus As Per New NEP Pettern.]
Specialization:Marketing Management
Course Name: Advertising (Major 1) 3rd Semester Credit: 4
Total Marks: 100
Existing based syllabus: UGCBCS
Course Level: 300 to 399
Unit 1: Introduction: (12 classes) (20 Marks) Communication Process; Advertising as a tool of communication; Meaning, nature and importance of advertising: Types of advertising; Advertising objectives. Audience analysis; Setting of advertising budget: Determinants and major methods
Unit 2: Media Decisions: (12 classes) (20 Marks) Major media types - their characteristics, internet as an advertising media, merits and demerits; Factors influencing media choice; media selection, media scheduling, Advertising through the Internet-media devices.
Unit 3: Message Development; (12 classes) (20 Marks) Advertising appeals, Advertising copy and elements, Preparing ads for different media
Unit 4: Measuring Advertising Effectiveness: (12 classes) (20 Marks) Evaluating communication and sales effects; Pre- and Post-testing techniques.
Unit 5: (12 classes) (20 Marks)
a) Advertising Agency: Role, types and selection of advertising agency.
b) Social, ethical and legal aspects of advertising in India.
Suggested Readings:
1. George E Belch, Michael A Belch, Keyoor Purani, Advertising and Promotion:
An Integrated Marketing Communications Perspective (SIE), McGraw Hill Education.
2. S. Wats Dunn, and Arnold M. Barban. Advertising: Its Role in Marketing. Dryden Press
3. Burnett, Wells, and Moriatty. Advertising: Principles and Practice. 5th ed. Prentice Hall of India, New Delhi.
4. Batra, Myers and Aakers. Advertising Management. PHI Learning.
5. Terence A. Shimp. Advertising and Promotion: An IMC Approach. Cengage Learning.
6. Sharma, Kavita. Advertising: Planning and Decision Making, Taxmann Publications
7. Jaishree Jethwaney and Shruti Jain, Advertising Management, Oxford UniversityPress, 2012
8. Chunawala and Sethia. Advertising, Himalaya Publishing House
9. Ruchi Gupta, Advertising, S. Chand & Co.
10.O'Guinn, Advertising and Promotion: An Integrated Brand Approach, Cengage Learning.
Course objective: To introduce students to the principles, theories, and practices of advertising and develop their understanding of effective advertising strategies and techniques.
Learning outcome: By the end of the course, students will be able to analyze target markets, develop creative advertising campaigns, utilize various advertising media channels, and evaluate the effectiveness of advertising efforts in achieving marketing communication objectives.
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