Primeasia University: of International Tourism and Hospitality Management Spring Semester-2021
Primeasia University: of International Tourism and Hospitality Management Spring Semester-2021
Primeasia University: of International Tourism and Hospitality Management Spring Semester-2021
Department of
International Tourism and Hospitality Management
• Work with department heads or staff to discuss topics such as budgets and
contracts, marketing plans, and the selection of advertising media
• Plan promotional campaigns such as contests, coupons, or giveaways
• Plan advertising campaigns, including which media to advertise in, such as radio,
television, print, online media, and billboards
• Negotiate advertising contracts
• Evaluate the look and feel of websites used in campaigns or layouts, which are
sketches or plans for an advertisement
• Initiate market research studies and analyze their findings to understand
customer and market opportunities for businesses
• Develop pricing strategies for products or services marketed to the target
customers
• Meet with clients to provide marketing or related advice
• Direct the hiring of advertising, promotions, and marketing staff and oversee
their daily activities
Lecture Schedule and Course Contents
Lecture- 1 Chapter 1: Fundamentals of Marketing, Advertising and Promotional
Management:
• Marketing, Principles of Marketing and Marketing Mix
Lecture- 2 • Theories around need, want and demands
Lecture- 3 • Advertising management
• Promotional management
Lecture- 4 Chapter 2: An Introduction to Integrated Marketing Communications
(IMC)
• The growth of advertising and promotion
Lecture- 5 • The promotional mix
Lecture- 6 Quiz-1 (Lecture 1 to 5)
Lecture- 7 Chapter 3: Role of IMC in the Marketing Process
• Target marketing process
Lecture- 8 • Market positioning
Lecture- 9 • Developing promotional strategies: push and pull
Lecture- 10 Industrial Visit - 1
Lecture- 11 Chapter 4: Organizing for Advertising and Promotions
• Participants in the IMC process: Advertising agency
Lecture- 12 • Evaluating ad agencies
Lecture- 13 • Specialised services
Lecture- 14 Quiz-2 (Lecture 7 to 13)
Lecture- 15 Review Class (Lecture 1 to 13)
Lecture- 16 Midterm Examination
Lecture- 17 Chapter 5: Source, Message, Channel Factors
• Source factors
Lecture- 18 • Message factors
Lecture- 19 • Channel factors
Lecture- 20 Industrial Visit - 2
Lecture- 21 Quiz-3 (Lecture 17 to 19)
Lecture- 22 Chapter 6: Establishing Objectives and Budgeting for the Promotional
program:
• Determining Promotional objectives - DAGMAR
Lecture- 23 • Establishing and allocating promotional budget
Lecture- 24 Chapter 7: Creative Strategies: Planning and Implementation
• Advertising creativity
• Planning creative strategy
Lecture- 25 • Appeals and execution styles
• Evaluating creative outputs
Lecture- 26 Industrial Visit - 3
Lecture- 27 Chapter 8: Media Planning and Strategies
• Developing media plan
Lecture- 28 • Market analysis and implanting media strategies
Lecture- 29 Chapter 9: Measuring the Effectiveness of the Promotional program
• Research on measuring ad effectiveness
Lecture- 30 • The testing process
Lecture- 31 Assignment Submission and Presentation
Lecture- 32 Review Class (Lecture 17 to 30)
Semester Final Examination
Text Book:
Advertising and Promotion: An Integrated Marketing Communications
Perspective
12th Edition
By George Belch and Michael Belch
Publisher: McGraw Hill