Marketing

314 – ADVERTISING AND SALES PROMOTION MANAGEMENT

314 – ADVERTISING AND SALES PROMOTION

MANAGEMENT

Unit – I Introduction to advertising Evolution Types of advertising or classification of users Advertising process: Advertising Campaign

planning, Decision making and Organisation.

UNIT-II

Advertising creativity: - Planning Creative Strategies- The Creative Process- Creative Strategy Development- Creative Strategy Implementation and Evaluation- Media Planning and Strategy-Developing, Implementing and Evaluation of Media Strategies- Evaluation of Broadcast, Print Media and other Support Media.

UNIT-III

Establishing Objectives and Budgeting for Advertising - The Advertising Agency functions- Agency Compensation- Evaluating Agencies- Evaluating the Social, Ethical and Economic aspects of Advertising.

UNIT-IV

Sales promotion – Incentives to middlemen-Incentives to consumer –Design, implementation and evaluation of effectiveness of sales promotion.

UNIT-V

Consumer promotion tools Samples ‑ Coupons ‑ Rebates ‑ Price offs ‑

premiums (gifts) ‑ Prizes ‑ Contests ‑ sweepstakes ‑ Games ‑ Patronage awards ‑ Free trials ‑ Product warranties ‑ Tie‑in promotion ‑ Cross Promotion ‑ POP displays ‑ demonstrations. Trade Promotion tools ‑ Price offs ‑ Allowances ‑ Free goods: Business and Sales force promotion tools ‑ Trade Shows ‑ Conventions

References

1. Manendra Mohan : Advertising Management – Concepts and Cases (Tata McGraw Hill)

2. Rajiv Batra , John Myers and David Aaker : Advertising Management (Prentice Hall)

3. Robert C.Blattberg and Scott. A.Neslin : Sales Promotion Concepts, Methods and Strategies (Prentice Hall)

4. John.C.Totten and Martin P.Block: Analyzing Sales Promotion – Text and Cases

5. Kenneth E Clow & Donald Baack : Integrated Advertising , Promotion and Marketing Communications (Prentice Hall )

6. Ruchi Gupta : Advertising Principles and Practices: (S. Chand Publisher)

7. Pradip Kumar Mallik : Sales Management (Oxford University Press)

Human Resource Management

333 – HUMAN RESOURCE PLANNING

Unit–I

Introduction – Significance – HRP Process– Strategic Human Resource Planning –Macro and Micro Human Resource Planning – Labour Market Analysis – Human Resource Inventory.

UNIT-II

Human Resource Planning – Job Analysis – Human Resource Planning Models and Techniques – Analysis of Human Resource Supply – Wastage Analysis – Retention – Redeployment and Exit Strategies.

UNIT-III

Recruitment : Sources and Evaluation, Selection : Procedures –Techniques – Factors Influencing Recruitment and Selection – Placement – Induction –Training.

UNIT-IV

Career Planning and Development – Succession Planning – Performance Appraisal and Development – Transfer, Promotions and Job Rotation.

UNIT-V

Human Resource Information Systems – Human Resource Accounting and Audit – Emerging Trends and Issues in Human Resource Planning.

References Deepak Kumar Bhattacharya : Human

Resources Planning (Excel Books) Monica Belcourt and Kenneth J McBey :

Strategic Human Resource Planning (Thomson)

Gorden, Mc Beath : Effective Human Resource Planning (Infinity Books )

Gareth Stainer : Manpower Planning (Heinemann)

Thames H. Pattern : Manpower Planning and Development of Human Resources (John Wiley)