*Objective*: Equip students with skills in media planning, advertising campaign design, digital marketing, consumer behaviour analysis, and brand management.

 

*Core Modules* 

1. *Introduction to Media and Advertising* 

   - Evolution of media and advertising. 

   - Types of media: Traditional (TV, radio, print) vs. digital (social, OTT, mobile). 

   - Role of advertising in marketing. 

 

2. *Principles of Marketing* 

   - Marketing mix (4Ps/7Ps). 

   - Market segmentation, targeting, and positioning (STP). 

   - Integrated Marketing Communications (IMC). 

 

3. *Media Planning and Buying* 

   - Media planning process: Budgeting, scheduling, and reach/frequency analysis. 

   - Media buying strategies (negotiations, rate cards). 

   - ROI measurement and media effectiveness. 

 

4. *Advertising Campaign Management* 

   - Campaign ideation, storytelling, and creative briefs. 

   - Copywriting and visual design principles. 

   - Campaign execution and evaluation. 

 

5. *Digital Advertising and Social Media* 

   - SEO/SEM, Google Ads, and programmatic advertising. 

   - Social media marketing (Facebook, Instagram, LinkedIn, TikTok). 

   - Content marketing and influencer collaborations. 

 

6. *Brand Management* 

   - Brand identity, equity, and positioning. 

   - Brand communication strategies. 

   - Crisis management in branding. 

 

7. *Consumer Behaviour and Market Research* 

   - Psychological factors influencing consumer decisions. 

   - Quantitative vs. qualitative research methods. 

   - Data-driven advertising strategies. 

 

8. *Legal and Ethical Aspects* 

   - Advertising laws (e.g., FTC guidelines, ASCI in India). 

   - Intellectual property rights. 

   - Ethical issues: Misleading ads, privacy concerns. 

 

9. *Media Analytics and Tools* 

   - Web analytics (Google Analytics, SEMrush). 

   - Social media insights (Meta Business Suite, Hootsuite). 

   - A/B testing and campaign optimization. 

 

10. *Emerging Trends* 

    - AI in advertising (chatbots, personalized ads). 

    - OTT platforms and streaming ads. 

    - Sustainability in advertising. 

 

*Practical Components* 

- *Projects*: Create mock media plans, ad campaigns, and brand strategies. 

- *Internship*: Industry placement with ad agencies/media firms. 

- *Software Training*: Tools like Google Ads, Canva, Adobe Creative Suite, or HubSpot. 

- *Case Studies*: Analyse successful campaigns (e.g., Coca-Cola, Nike). 

 *Electives (Optional)* 

- Political advertising and propaganda. 

- Global advertising strategies. 

- E-commerce and performance marketing. 

 

*Assessment Methods* 

- Exams (theory and case studies). 

- Campaign pitch presentations. 

- Portfolio submission (creative work, media plans). 

- Internship reports.