Advertising and Media Management syllabus for BBA 5th sem

 

DSC 2F (MM):  Advertising and Media Management

 

Unit-I: Concept of Public Relations - Working definitions - Nature and scope of public relations.

 

Unit-II: Four elements of Public Relations : Public Relations as a Social Philosophy of Management - Public Relations as Policy Decisions – Public Relations as Action - Public Relations as communication.

 

Unit-III: Advertising and Marketing: Marketing Mix -Brand Management and Market Segmentation - Brand Positioning: Strategies for competitive advantages - components of positioning - consumer segmentation - perceptual Mapping - Brand benefits and attributes, positioning with Non-Functional values - Self Concept and Preferred Brand – Brand Personality - Image Versus Personality - Positioning Successes.

 

Unit-IV: Types of Advertising: Classified - Display - Political advertising - public service ads - radio and television spots.

 

Unit-V: Media Planning: Research, Frequency and Continuity, Media information and selection, media plan frame work - Media Mix - Computerized media selection - determining the size and timing of insertion -determining the reach and frequency and GRP goals - creativity in media planning – scheduling and patterns of scheduling.

 

References:

 

1. Jack G. Wiechmann, N.T.C’s Dictionary of Advertising, NTC Publishing Group Lincolnwood, Illinois, U.S.A. 1998.

2. D.B. Taraporevala : Advertising Management – Selected Readings, D.B. Taraporevala& Sons Co. Private Ltd., Bombay,1965.

3. J.S. Chandan, Jaggit Singh, P.N. Malhan, : Essentials of Advertising, Oxford & IBH Publishing Co. Pvt. Ltd, Calcutta,1990.

4. Rajeev Batra, John G. Myers, David A. Aaker: Advertising Management, Prentice Hall of India Pvt. Ltd., New Delhi, 1997.

5. William F Arens, Irwin : Contemporary Advertising, MC Graw Hill, Boston.

6. Paul Winner: Effective PR Management - A Guide to Corporate Survival, Jaico Publishing House, Bangalore, 2001.

7. Alison Theaker: The PR Hand Book, Routledge Publishers New York, 2001.

 

E-commerce syllabus for BBA 5th sem

 

DSC 1E: e-Commerce

 

Unit-I: Electronic Commerce: Definition, types, advantages and disadvantages, E-Commerce transaction on World Wide Web. Electronic Market-Online shopping, Three models of Electronic Market - E-Business.  

 

Unit-II: Supply Chain Management: Definition, Benefits, goals, functions, characteristics, Strategies of SCM, Electronic Logistics and its implementation in business houses Electronic Data Interchange (EDI): Definition, benefits of EDI, applications, advantages and limitations, EDI Model.  

 

Unit-III: Electronic Payment Systems: Types of EPS- traditional payment system and modern payment system, electronic cash, steps for electronic payment, payment security - E-Security- cryptography, hacker, secure electronic transaction, secure-socket layer.

 

Unit-IV:Customer Relationship Management: Definition, Components of CRM, CRM Architecture, architectural components of a CRM solution, Electronic CRM, Need for Electronic CRM, E-CRM applications 

 

Unit-V: HTML- Navigating the World Wide Web, Preparing to Publish on the Web, HTML and XHTML, Learning the Basics of HTML, structure of HTML, Creating simple web pages, formatting text with HTML, adding images, color and background, table creation, designing forms.  

 

References:

 

1. CSV Murthy, E-Commerce: Concepts, Models, Strategies, Himalaya Publishing House.

 

2. Laura Lemay; Rafe Colburn, Teach Yourself Web with HTML in 24 Hours,Sams Publishing

 

3. Steven Holzner, HTML Black Book, Dream Tech Press.