To develop and empower women through education that fosters knowledge and skills, promotes values of equality, secularism and national integration, moulds character through discipline and rigour and creates an open mind capable of assimilating the best traditions of the East and the West.

ADVERTISING, SALES PROMOTION AND SALES MANAGEMENT

 

(A Three-year Major (Vocational) Course under the 1+1+1 New Regulations (2009) of University of Calcutta and confers both B.A. and B.Sc. degrees)

Course Outcomes

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.