Advertising & Promotions Management

By Prof .Mrinalini Pandey | IIT - ISM Dhanbad

Learners enrolled: 2993 | Exam registration: 126

ABOUT THE COURSE:

Advertising and Promotions Management Course provides a comprehensive introduction to advertising, exploring its definition, role, and place within marketing mix and positioning decisions. It covers the classification and types of advertising, various models, and the process of setting advertising objectives. The course also delves into advertising budgets,media planning, copy decisions, and the evaluation of advertising campaigns. Additionally, it examines advertising research techniques, the function of advertising agencies, and the role of public relations as part of the marketing mix. Finally, it addresses the social, economic, and ethical implications of advertising

INTENDED AUDIENCE: Post Graduate Students, Ph D research Scholars and Professionals

PREREQUISITES: Intermediate

INDUSTRY SUPPORT: Course will prove to be valuable for all industries,governmental and non-governmental institutions

Summary

Course Status :	Upcoming
Course Type :	Elective
Language for course content :	English
Duration :	12 weeks
Category :	Management Studies Marketing
Credit Points :	3
Level :	Postgraduate
Start Date :	20 Jan 2025
End Date :	11 Apr 2025
Enrollment Ends :	27 Jan 2025
Exam Registration Ends :	14 Feb 2025
Exam Date :	04 May 2025 IST

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Introduction to Advertising. Definition of Advertising.

Week 2: The place and role of Advertising in Integrated Marketing Communications and positioning decisions

Week 3: Classification And Types Of advertising, Models of advertising

Week 4: Models of advertising

Week 5: Models of advertising

Week 6: Setting Advertising Objectives

Week 7: Advertising Budgets: Approaches,

Week 8: Media Planning, Copy Decisions, Copy Testing

Week 9: Evaluating Advertising Campaigns, Advertising Research Techniques

Week 10: Advertising Agencies

Week 11: PR as an element of Marketing Mix, Various PR tools,

Week 12: The Social and Economic effects of Advertising, Ethical issues in advertising

Books and references

Advertising and Promotion Management John R. Rossiter, Larry Percy McGraw-Hill,
Advertising Promotion and Other Aspects of Integrated Marketing Communications by Terence A. Shimp and J. Craig Andrews, Publisher: Cengage Learning
"Advertising Management with Integrated Brand Promotion" by Thomas O’Guinn, Chris Allen, and Richard Semenik, Publisher: Cengage Learning
Positioning: The Battle for Your Mind By Al Ries and Jack Trout Publisher: McGraw-Hill Education

Instructor bio

Prof .Mrinalini Pandey

IIT - ISM Dhanbad

Dr. Mrinalini Pandey is an Associate Professor in the Department of Management Studies and Industrial Engineering at the Indian Institute of Technology (ISM), Dhanbad. With over 22 years of academic experience, she has been dedicated to imparting managerial excellence to students at both postgraduate and undergraduate levels. Throughout her career, Dr. Pandey has delivered invited lectures at esteemed Public and Private Organizations Dr. Pandey holds a Ph.D. in Management, she holds an MBA with specializations in Marketing Management and Human Resource Management, and also a Master's degree in English. Dr. Pandey has authored several notable publications in journals of repute and books, including the second edition of "Disaster Management" by Wiley India Pvt Ltd., "Yoga Marketing in India" and "Celebrity Endorsements: The Name Game" by Himalaya Publications Pvt. Limited, and "Wake Up Dear Consumer: A Study of Awareness and Responsiveness of Indian Consumers Towards Their Rights." Her contributions to academia and industry have been recognized with numerous awards. She was honored with the Aparajita Award by Prabhat Khabar for her contributions to women empowerment in Jharkhand in 2024 and 2016. She won the Best Research Paper award at the ICSMS-2014 organized by IMT Nagpur and California State University and the Best-Case Award at Vishleshana 2013 by PES Institute of Technology. She was also awarded the Prof. Sourya Pattnaik Memorial Best Paper Award at the Icon-M’09 conference by the Rourkela Institute of Management Studies. Dr. Pandey has significantly contributed to academic literature by reviewing books for leading publishers like Oxford Publications, Tata McGraw Hill Publications and Pearson Publications. She has guided numerous Ph.D., MBA, and MTech students in their research projects. She has also evaluated PhD thesis of Various Private and Government Universities. As a Principal Investigator (PI) and Co-Principal Investigator (Co-PI), she has led several major research projects funded by the government of India and UGC. She has developed modules for online MBA programs of NIT Arunachal Pradesh. In addition to her academic roles, Dr. Pandey is the Coordinator MMTTC OF IIT(ISM) Dhanbad. Also, she has coordinated and consulted on various training programs, workshops, and seminars She is a member of several professional bodies.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.

The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).

Date and Time of Exams:May 4, 2025 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.

Registration url: Announcements will be made when the registration form is open for registrations.

The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.

Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.

CRITERIA TO GET A CERTIFICATE

Average assignment score = 25% of average of best 8 assignments out of the total 12 assignments given in the course.

Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

Please note that assignments encompass all types (including quizzes, programming tasks, and essay submissions) available in the specific week.

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Kharagpur .It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team