UNDERGRADUATE PROGRAMS

Laying the foundation for the future

The Advertising program focuses on the study of diverse aspects of marketing efforts to carry out a firm's strategy in its target markets. It will guide students through various approaches to understand the complexities and processes of marketing decision making and the role of advertising. This program prepares students for graduate study in any of the specialized fields of Advertising. It enables students to develop a critical understanding of the major concepts, themes, theoretical frameworks and methodology of the discipline.

This major covers a wide range of topics that enable students to develop a critical understanding of basic concepts and theories of the subject, leading to the study of specialized areas such as Marketing strategy, Consumer Behaviour, Brand Management, Integrated Marketing Communication, Advertising Creative, Idea Generation and Entrepreneurship among others. Students are trained in the Marketing research methods which help them grasp both qualitative and quantitative research traditions.

The program specific courses in the major introduce students to basic concepts and varied fields of Marketing, focusing mostly on the communication and advertising aspects. The course has a business orientation and prepares students to make creative decisions keeping in mind the strategic goals of the company. . The courses are geared towards in-depth study of specialized areas of the discipline focusing on aspects of targeting consumer segments with ethical and socially responsible advertising. The advanced courses train the students in digital and new media and its intersection with advertising and marketing strategy. The students are also trained in research methods that enable them to conduct research-oriented studies.

Program Aims

The Advertising program intends to:

  • Inculcate in students an in-depth understanding of the theories, models and processes of Advertising·
  • Inculcate skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion
  • Develop skills in formulating and implementing marketing strategies for brands and businesses
  • Enable students to understand concepts and theories underlying marketing decision making and provide them with a set of approaches to consider when faced with a decision involving understanding customer responses to marketing actions.
  • Familiarize students with several types of managerial problems as well as data sources and techniques, commonly employed in making effective marketing decisions.
  • Enable students to conceptualize and operationalize independent research projects
  • Train students to use statistical methods to interpret empirical data and draw inferences. provides a research-based and framework-driven approach to understanding marketing

19 MAJOR COURSES

1. Quantitative Methods

8. Consumer & Audience Behaviour

15. Operations Management

2. Communication Theory

9. People Management

16. Advertising Creative

3. Managerial Economics

10. Marketing & Advertising

17. Events, PR and Corporate Communications

4. Advertising Strategy

11. Digital Marketing

18. Media Planning and Management

5. Business Research Methods

12. Financial Management for Communication

19. Graduation Project

6. Culture and Communication

13. Brand & Product Management

 

7. Retail Marketing and Communications

14. Social Media & Content Marketing

 

 

1. Quantitative Methods

Modern management is increasingly adopting quantitative methods in making strategic decisions. Though the uncertainty in business environment is increasing, the available data for making decision is also increasing at an extremely high rate. Managers are required to collect, analyze and interpret mathematical output for making decisions. The course has been designed to develop familiarity with application of statistical methods in managerial problem solving and decision-making.

2. Communication Theory

The 20th century has been the century of massive communication systems. Cinema, radio, television and now the internet have fundamentally transformed the way in which human societies communicate. However, media is routinely treated as something non-serious or simply ‘entertainment’ or at worst, devious. These positions need to be examined more critically. To understand the way the world works today, it is very crucial to undertake a deeper study of the structures, paradigms and institutions of communication.

3. Managerial Economics

This course provides a solid foundation of economic understanding for use in managerial decision-making. The course provides students with a broad overview of both micro and macroeconomics and thus equips them with the knowledge, tools and techniques to make effective economic decisions under different business environments.

4. Advertising Strategy

The course aims to teach students identification of the role of advertising in marketing, enumerating the perils of not involving consumers in advertising planning, introducing students to concept of Account Planning, taking students through a planning model used in Advertising agencies, teaching students how to make an advertising campaign, training students to obtain consumer input for the purposes of brand planning, teaching students how to write creative briefs, practicing the skills needed by an account planner.

5. Business Research Methods

The objective of the course is to enable students to understand the role and importance of research in improving managerial decisions when faced with uncertainty. Statistical methods are applied in all functional areas of business: accounting, finance, management, and marketing. The issue facing managers is not a shortage of information but how to use the available information to make better decisions. Statistical thinking includes the recognition that data are inherently variable and that the identification measurement, control, and reduction of variation provide opportunities for quality improvement.

6. Culture and Communication

This course attempts to understand the pivotal role of culture and media in contemporary society. It looks at a variety of cultural practices through an interdisciplinary lens and in particular, through grounding in technologies, forms, institutions and effects of media.

7. Retail Marketing and Communications

Every part of marketing activity whether it is Sales, Research or Consumer Insight or Brand Management or pure Marketing involves interface and better understanding of Retail Programs at the outset. The course thus focuses on the retail industry and it’s cross functional involvement towards a dynamic future. This course tries to familiarize students with the decisions involved in running a retail firm and the concepts and principles for making those decisions.

8. Consumer & Audience Behaviour

This course aims to help students understand the socio-cultural factors which shapes consumption decision making process, the psychological factors which shapes consumption decision making process and utilize this understanding to develop consumer insight and make marketing related decisions on its basis. Apply knowledge of consumer behaviour to understand a variety of marketing and branding situations.

9. People Management

This course is an introduction to organizational behaviour and human resource management for undergraduates. It discusses behaviour in organizations at individual, group and organizational levels and the practices and tools for managing human resources effectively. It enables students to understand the underlying aspects that drive behaviour in organizations and what tools and practices can be employed to direct individual actions towards organizational objectives.

10. Marketing & Advertising

This course aims to explain the various factors influencing marketing decisions; to explain the concepts, tools and techniques of marketing; to teach the basic marketing mix; to showcase application of marketing concepts; to explain the importance and use of timely, accurate and actionable information on consumers and competitors; to develop basic skills in marketing analysis, decision and strategy formulation; to develop a managerial perspective and decision making ability for effective and efficient tackling of promotional situations; to provide an appreciation of the range of tools available for marketing communications; to provide an understanding of the basic principles of planning and execution in Marketing Communications; to appreciate different tools of communications and understand their integration and to discuss the effect of contemporary communication tools on target audience.

11. Digital Marketing

This course aims to outline the characteristics of the digital media and its utility in marketing; to develop an awareness of the various digital media options and outline approaches to using them in marketing brands; to take students through Google’s AdWords dashboard and guide them to make a basic search campaign using the AdWords Dashboard; to identify social media elements & show to use them in digital advertising; to explain commercial potential of social web & its integration into digital marketing strategy and to showcase advertising and marketing opportunities in social media and train to use them.

12. Financial Management for Communication

The main goal of this course is to develop a foundation of financial management concepts. It helps the student in understanding the framework of accounting and the process of preparation of financial statements. It helps the participants to analyse the company's financial statements and make relevant decisions. The course will enable to understand how corporations make important investment and financing decisions, and how they establish working capital policies. This course is aimed at providing a brief history of Finance, a framework of understanding financial markets, architecture and systems. The course lays a foundation for more complex financial topics that will come up in elective courses. It seeks to provide students approaches in Financial Analysis, the Finance function and its interrelatedness with other areas of Business.

13. Brand & Product Management

Effective brand management is the key to developing product and communication strategies which lead to marketing success. This course is designed to develop the necessary knowledge and skills for creating and managing brands which resonate with the TA and can create a loyal consumer base. The course introduces the students to the theories, concepts, strategies and practices of brand and product creation, maintenance and evolution. This will be addressed across a range of real world contexts, product types and industries

14. Social Media & Content Marketing

This course aims to explain the concept of brand and related concepts like theories, concepts, strategies and practices of brand and product creation, maintenance and evolution; to explain different aspects of a brand; to inculcate the practice of effective brand management and to explain the intricate relationship between branding and advertising which is the key to developing product and communication strategies which lead to marketing success.
The course aims to explain the development of media theories and how they link with historically important social and political events/issues. It seeks to acquaint students with the nature of communication processes; to develop a critical understanding of the strengths and limitations of basic theories of mass communication and the ability to apply those theories in research and everyday lives.

15. Operations Management

The aim of this course is to inculcate key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function. This course also helps students understand and appreciate the role of operations in the firm’s overall strategy and its interdependence with the other firm functions, learn the key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function in manufacturing and services firms and develop analytical and problem solving skills specific to operations area.

16. Advertising Creative

Creativity is the execution of activity and ideas in a manner beyond ritual actions or routine responses. Developing a creative thought process is crucial for problem solving, innovation, idea generation, across fields of strategy ,business, advertising, film and design just to name a few. This course aims to create a creative mindset by training the students to approach concepts and problems in an innovative and lateral fashion and to apply this creative thought process to creating effectively innovative advertising and communication.

17. Events, PR and Corporate Communications

This course aims to develop strategies and do the basic tasks of external and internal communications, explain key functions of organizational communication departments within a corporation, discuss the design of a corporate communication strategic planning model, showcase special communication functions, including government, investor, and consumer relations, define and identify the impact of communication technologies on reputation management and surveillance functions, explore problem solving strategies associated with crisis communication, provide an appreciation of the range of Public relations activities involved in corporate communications, provide an understanding of the basic principles of planning and execution of Public relations, and discuss the effect of contemporary communication tools on target audience.

18. Media Planning and Management

This course helps students understand and be able to apply the concepts of supply and demand, equilibrium, and the factors that shift supply and demand to analyse the behaviour of real markets when conditions change, analyse the impacts of restricting markets from reaching the competitive equilibrium through price controls, taxes, and subsidies . It also helps them understand the difference between monopoly markets and competitive markets, the nature of production in the modern economy. Be able to identify the profit maximizing price and the relationship between different types of cost and apply the basic concepts of macroeconomics including the principles of banking, money-creation, income-determination, inflation and unemployment.

19. Graduation Project

To be added soon

17 MINOR COURSES

1. Quantitative Methods

7. Consumer & Audience Behaviour

13. Social Media & Content Marketing

2. Communication Theory

8. Retail Marketing and Communications

14. Operations Management

3. Managerial Economics

9. Marketing & Advertising

15. Advertising Creative

4. Advertising Strategy

10. Digital Marketing

16. Events, PR and Corporate Communications

5. Business Research Methods

11. Financial Management for Communication

17. Media Planning and Management

6. Culture and Communication

12. Brand & Product Management

 

 

1. Quantitative Methods

Modern management is increasingly adopting quantitative methods in making strategic decisions. Though the uncertainty in business environment is increasing, the available data for making decision is also increasing at an extremely high rate. Managers are required to collect, analyze and interpret mathematical output for making decisions. The course has been designed to develop familiarity with application of statistical methods in managerial problem solving and decision-making.

2. Communication Theory

The 20th century has been the century of massive communication systems. Cinema, radio, television and now the internet have fundamentally transformed the way in which human societies communicate. However, media is routinely treated as something non-serious or simply ‘entertainment’ or at worst, devious. These positions need to be examined more critically. To understand the way the world works today, it is very crucial to undertake a deeper study of the structures, paradigms and institutions of communication.

3. Managerial Economics

This course provides a solid foundation of economic understanding for use in managerial decision-making. The course provides students with a broad overview of both micro and macroeconomics and thus equips them with the knowledge, tools and techniques to make effective economic decisions under different business environments.

4. Advertising Strategy

The course aims to teach students identification of the role of advertising in marketing, enumerating the perils of not involving consumers in advertising planning, introducing students to concept of Account Planning, taking students through a planning model used in Advertising agencies, teaching students how to make an advertising campaign, training students to obtain consumer input for the purposes of brand planning, teaching students how to write creative briefs, practicing the skills needed by an account planner.

5. Business Research Methods

The objective of the course is to enable students to understand the role and importance of research in improving managerial decisions when faced with uncertainty. Statistical methods are applied in all functional areas of business: accounting, finance, management, and marketing. The issue facing managers is not a shortage of information but how to use the available information to make better decisions. Statistical thinking includes the recognition that data are inherently variable and that the identification measurement, control, and reduction of variation provide opportunities for quality improvement.

6. Culture and Communication

This course attempts to understand the pivotal role of culture and media in contemporary society. It looks at a variety of cultural practices through an interdisciplinary lens and in particular, through grounding in technologies, forms, institutions and effects of media.

7. Consumer & Audience Behaviour

This course aims to help students understand the socio-cultural factors which shapes consumption decision making process, the psychological factors which shapes consumption decision making process and utilize this understanding to develop consumer insight and make marketing related decisions on its basis. Apply knowledge of consumer behaviour to understand a variety of marketing and branding situations.

8. Retail Marketing and Communications

Every part of marketing activity whether it is Sales, Research or Consumer Insight or Brand Management or pure Marketing involves interface and better understanding of Retail Programs at the outset. The course thus focuses on the retail industry and it’s cross functional involvement towards a dynamic future. This course tries to familiarize students with the decisions involved in running a retail firm and the concepts and principles for making those decisions.

9. Marketing & Advertising

This course aims to explain the various factors influencing marketing decisions; to explain the concepts, tools and techniques of marketing; to teach the basic marketing mix; to showcase application of marketing concepts; to explain the importance and use of timely, accurate and actionable information on consumers and competitors; to develop basic skills in marketing analysis, decision and strategy formulation; to develop a managerial perspective and decision making ability for effective and efficient tackling of promotional situations; to provide an appreciation of the range of tools available for marketing communications; to provide an understanding of the basic principles of planning and execution in Marketing Communications; to appreciate different tools of communications and understand their integration and to discuss the effect of contemporary communication tools on target audience.

10. Digital Marketing

This course aims to outline the characteristics of the digital media and its utility in marketing; to develop an awareness of the various digital media options and outline approaches to using them in marketing brands; to take students through Google’s AdWords dashboard and guide them to make a basic search campaign using the AdWords Dashboard; to identify social media elements & show to use them in digital advertising; to explain commercial potential of social web & its integration into digital marketing strategy and to showcase advertising and marketing opportunities in social media and train to use them.

11. Financial Management for Communication

The main goal of this course is to develop a foundation of financial management concepts. It helps the student in understanding the framework of accounting and the process of preparation of financial statements. It helps the participants to analyse the company's financial statements and make relevant decisions. The course will enable to understand how corporations make important investment and financing decisions, and how they establish working capital policies. This course is aimed at providing a brief history of Finance, a framework of understanding financial markets, architecture and systems. The course lays a foundation for more complex financial topics that will come up in elective courses. It seeks to provide students approaches in Financial Analysis, the Finance function and its interrelatedness with other areas of Business.

12. Brand & Product Management

Effective brand management is the key to developing product and communication strategies which lead to marketing success. This course is designed to develop the necessary knowledge and skills for creating and managing brands which resonate with the TA and can create a loyal consumer base. The course introduces the students to the theories, concepts, strategies and practices of brand and product creation, maintenance and evolution. This will be addressed across a range of real world contexts, product types and industries

13. Social Media & Content Marketing

This course aims to explain the concept of brand and related concepts like theories, concepts, strategies and practices of brand and product creation, maintenance and evolution; to explain different aspects of a brand; to inculcate the practice of effective brand management and to explain the intricate relationship between branding and advertising which is the key to developing product and communication strategies which lead to marketing success.
The course aims to explain the development of media theories and how they link with historically important social and political events/issues. It seeks to acquaint students with the nature of communication processes; to develop a critical understanding of the strengths and limitations of basic theories of mass communication and the ability to apply those theories in research and everyday lives.

 

14. Operations Management

The aim of this course is to inculcate key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function. This course also helps students understand and appreciate the role of operations in the firm’s overall strategy and its interdependence with the other firm functions, learn the key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function in manufacturing and services firms and develop analytical and problem solving skills specific to operations area.

15. Advertising Creative

Creativity is the execution of activity and ideas in a manner beyond ritual actions or routine responses. Developing a creative thought process is crucial for problem solving, innovation, idea generation, across fields of strategy ,business, advertising, film and design just to name a few. This course aims to create a creative mindset by training the students to approach concepts and problems in an innovative and lateral fashion and to apply this creative thought process to creating effectively innovative advertising and communication.

16. Events, PR and Corporate Communications

This course aims to develop strategies and do the basic tasks of external and internal communications, explain key functions of organizational communication departments within a corporation, discuss the design of a corporate communication strategic planning model, showcase special communication functions, including government, investor, and consumer relations, define and identify the impact of communication technologies on reputation management and surveillance functions, explore problem solving strategies associated with crisis communication, provide an appreciation of the range of Public relations activities involved in corporate communications, provide an understanding of the basic principles of planning and execution of Public relations, and discuss the effect of contemporary communication tools on target audience.

17. Media Planning and Management

This course helps students understand and be able to apply the concepts of supply and demand, equilibrium, and the factors that shift supply and demand to analyse the behaviour of real markets when conditions change, analyse the impacts of restricting markets from reaching the competitive equilibrium through price controls, taxes, and subsidies . It also helps them understand the difference between monopoly markets and competitive markets, the nature of production in the modern economy. Be able to identify the profit maximizing price and the relationship between different types of cost and apply the basic concepts of macroeconomics including the principles of banking, money-creation, income-determination, inflation and unemployment.