Advertising, Sales Promotion and Sales Management
is offered as a Three-year Bachelor Degree (B.A.
Major) Course affiliated to the University of
Calcutta. This course is vocational and the primary
objective is to enable students to gain professional
training so as to attain jobs. There are in all 8
papers of 100 marks each.
The course aims at imparting knowledge on
Marketing Management from the perspective of
Marketing Communications. It explains the
fundamentals of Marketing and emphasizes on Consumer
Behaviour and the elements of Marketing Mix:
Product, Price, Place and Promotion, their nature,
characteristics, scope and strategies. The concepts
of segmenting, Targeting and Positioning are also
described along with the ethical and social
responsibility issues that marketing must address.
The course helps to develop an understanding on the
various aspects Advertising which includes its
objectives, classification, creative aspect, role in
the economy and society, functions of the
advertising agency and department, media strategies.
Detailed study on Personal Selling, Sales Promotion,
Public Relations, Sales Force Management and
Integrated Marketing Communication has considerable
detailing in the course.
Besides Marketing and Advertising Management, the
course also provides detailed learning on
Entrepreneurship Development which includes
Entrepreneurial, Financial, Technology and Marketing
Management, MIS, Statutory Provisions, Industrial
and Economic Policies of the Government of India.
Besides theoretical knowledge the course has a
compulsory On-job-training (1 month) and an In-House
field research based project which enhance their
analytical and communication abilities.
Program Outcomes
The program will allow graduates to:
understand the place and contribution of
marketing to the business enterprise
understand fundamental marketing concepts,
theories and principles in areas of marketing
policy; of market and consumer behavior; of
product, distribution, promotion and pricing
decisions
understand the role of marketing as a
fundamental organizational policy process
define primary and secondary sources of
information; give examples of methods used to
collect primary data; give examples of sources
for secondary data; compare and contrast the
advantages and disadvantages of both types of
data
describe major bases for segmenting consumer
and business markets; define and be able to
apply the three steps of target marketing:
market segmentation, target marketing, and
market positioning; understand how different
situations in the competitive environment will
affect choices in target marketing
describe the major types of consumer buying
behavior, the stages in the buyer decision
process and completely outline the components of
the marketing mix; identify how the firms
marketing strategy and marketing mix must evolve
and adapt to match consumer behavior and
perceptions of the product (e.g., classification
of products and services, brand image, price and
value), the stages in the product life cycle and
the competitive environment; summarize the
importance of measuring and managing return on
marketing
identify the costs and benefits of marketing
channels; discuss the firms and the functions
involved in typical channels
identify the roles of advertising, sales
promotion, public relations, personal selling,
and direct marketing in the promotion mix;
compare and contrast integrated marketing
communications with a non-integrated approach to
the promotional mix
understand the current market situation on
marketing and advertising related aspects
through In-house Project
exposure to the functional aspects of
Advertising Agencies, Newspaper houses, Media
and Production Houses. Operational knowledge of
Marketing& Sales department and Public Relations
department in corporate, private and public
sector organisations is obtained through their
On-job Training.
Program Specific Outcomes
After graduating in this Program the students
will be able to:
analyze the interaction of marketing and
environmental forces through an understanding of
marketing decisions and practices with social,
technological, economic, and political forces
evaluate results of marketing activities
using criteria related to budgeted sales, costs
and profits
prepare and deliver a sales presentation
communicate marketing information
persuasively and accurately in oral, written and
graphic formats
identify and respond to clients' advertising
and marketing communications objectives by
applying principles of marketing and
communications
perform a market segmentation analysis,
identify the organization's target
market/audience and define the consumer
behaviour of each segment
develop an advertising plan and present and
defend it persuasively
contribute to evaluating the effectiveness
of advertising and marketing communications
initiatives
participate in the development of creative
solutions to address advertising and marketing
communications challenges
to set up enterprise in related industry
complete all work in a professional, ethical
and timely manner
pursue MBA, Postgraduate Degree\Diploma in
Marketing, Advertising, Mass Communication,
Public Relations, Media Studies ,Graphic
Designing and other professional courses in this
field of study
seek jobs in marketing, sales, advertising,
public relations departments in corporate,
private and public sector organizations;
advertising agencies, newspaper and media
houses; production houses and event management
organizations.