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Syllabus For Open Elective - 'Advertising and Public Relations' OE2

The document outlines the course structure for Advertising and Public Relations at SVKM’s NMIMS Deemed-to-be University, detailing the teaching and evaluation schemes. It specifies course objectives, outcomes, and a detailed syllabus covering communication, advertising concepts, planning, public relations, and case studies. Additionally, it lists required textbooks and reference materials for the course.

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15 views2 pages

Syllabus For Open Elective - 'Advertising and Public Relations' OE2

The document outlines the course structure for Advertising and Public Relations at SVKM’s NMIMS Deemed-to-be University, detailing the teaching and evaluation schemes. It specifies course objectives, outcomes, and a detailed syllabus covering communication, advertising concepts, planning, public relations, and case studies. Additionally, it lists required textbooks and reference materials for the course.

Uploaded by

pm.xvi.xii.mmiii
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CIV - 1

SVKM’s NMIMS Deemed-to-be University


Mukesh Patel School of Technology Management and Engineering

w.e.f. 2022-23
Program: B Tech and MBA Tech programs except B Tech CSBS Semester: V/VI
and B Tech CSE (DS)
Course: Advertising and Public Relations Code:
Teaching Scheme Evaluation Scheme
Lecture
Practical Tutorial Internal Continuous Term End
(Hours
(Hours (Hours Credit Assessment (ICA) Examinations (TEE)
per
per week) per week) (Marks - 50) (Marks- 100)
week)
3 0 0 3 Marks Scaled to 50 Marks Scaled to 50
Pre-requisite: NA
Course Objective
This course focusses on the fundamental principles of advertisement and public relations. It also aims
to develop the skills for preparing advertisements and planning for social & commercial PR
campaigns
Course Outcomes
After completion of the course, the student will be able to -
1. Demonstrate the concepts of advertising
2. Create an advertisement for commercial and social campaign
3. Explain the role and scope of public relations
Detailed Syllabus
Unit Description Duration
1 Communication 06
Need and importance of communication, types and importance, levels of
communication, Online Communication, Barriers to Communication, and use of
effective communication for content development for advertisements, Visual
Communication, Psychological and Emotional Aspects of Color, Shapes and
Forms.
2 Basic Concepts of Advertising 12
Need of advertising, concepts, Advertising as a tool of communication, Role of
advertising in marketing mix, public relations, types of advertising and
classification of advertising, Advertising Theories and Models- DAGMAR Model,
Ehrenburg Model, DRIP model, Maslow’s Hierarchy Model.
3 Planning and Development of Advertisement 12
Strategic planning and brand management, media planning, Difference between
print, electronic & digital media.
4 Public Relations: Definition, need and concepts for public relations, emerging 10
trends, PR process, types of PR, tools of media relations, planning for social and
commercial PR campaigns.
5 Case Studies 05
Total 45
CIV - 2
SVKM’s NMIMS Deemed-to-be University
Mukesh Patel School of Technology Management and Engineering
Text Books
1. Elliott Richard, Strategic Advertising Management, 6th Edition, Oxford University Press, 2017.
2. Theaker Alison, The Public Relations Handbook, 4th Edition, ROUTLEDGE Taylor and Francis
Group, 2012.
Reference Books
1. Stanley Baran and Dennis Davis, Mass Communication Theory, 6th Edition, Cengage Learning,
2012.
2. L‘etang Jacquie, Public Relations: Concepts, Practice and Critique, 1st Edition, SAGE Publications,
2008.

_______________________ _______________________
Signature Signature
(Head of the Department) (Dean)

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