A market is a group of potential customers with similar needs who are willing to exchange something with sellers offering goods or services⸺that is, ways of satisfying those. This course offers students to identify the social, ethical and legal responsibilities of advertising. Main objective of this course are to: make students understand the manipulation of target population’s psychographics in advertising, encourage further interest in advertising studies, familiarize students with basic types and skills in marketing research and appreciate the diversity of modes of advertising and the corresponding manipulation of psychographics

Contents

1. An orientation towards marketing research
2. Research designs in marketing:Qualitative Techniques; Quantitative Techniques; Cross-sectional; Longitudinal
3. Market Segmentation: Demographic Segmentation; Psychographic Segmentation; Implications of Market Segmentation
4. Promotional Strategies: Selection of Media; Types of Promotional Strategies; Mode of Advertisement; Publicity
5. Psychology of Advertisement&Creating Effective Advertisement

Learning Outcomes

• To make students understand the manipulation of target population’s psychographics in advertising.
• To familiarize students with basic types and skills in marketing research.
• To make students appreciate the diversity of modes of advertising and the corresponding manipulation of psychographic

Recommended Books

1. Fennis, B. M. &Stroebe, W. (2015). The Psychology of Advertising 2nd Edition. Routledge
2. McDaniel, C. Jr., & Gates, R. (2012). Marketing research essentials.(8th Ed.)New Jersy: John Wiley & Sons.

System of Evaluation 

Mid-term = 30

Final-term = 50

Sessional = 20 (5 class participation, 5 assignment, 10 project)

Total = 100