Budgeting and Event Management

Paper Code: 
DMC 323
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -                                                              

  • Understand the advertisement budget in detail. 
  • Create deep understanding of budgeting and sales forecasting.
  • Understand the event marketing and planning

 

10.00

Budget - Need and Purpose, Advertising Budget- Considerations, Process and Presentation, Reorganizing Key-Profit Indicators

 

15.00

Methods of Budgeting- Affordable, Arbitrary, Market Share, Percentage of Sales, Fix Sum Per Unit, Competitive and Return on Investment. Factors influencing Budget, Monetizing Digital Efforts 

15.00

Sales Forecasting, Methods of Forecasting- Composite Sales Opinion, Executive Opinion, User Expectation, Experts Opinion, Past Trends Sales, Market Text Test and Market Factors Analysis. Factors Governing Sales Forecasting

 

10.00

Events: Nature, Characteristics, and Utility, Importance, Types of Events. Event Planning, Budgeting, Target Audience, Permissions and Management

 

10.00

Event Marketing and Event Promotion, Event Management Agencies- Private and Public, Crisis Management, Indicators of Crisis in an Event, Handling Crisis

 

Essential Readings: 
  1. Advertising Management, Batra ; Myers ; Aaker, D.A., 1997, Delhi : Prentice Hall of India, 1997
  2. Advertising and Brand, Pongiannan, 2012, Delhi : New Century Building: Principles and Case Studies,  Publications, 2012
  3. Global Brand Strategy(Branding), Steenkamp, 2017, New York : Palgrave, 2017
  4. How brands grow, Sharp,Byron, 2016, Oxford University Press

 

References: 
  1. Global Brand Strategy(Branding), Steenkamp, 2017, New York : Palgrave, 2017
  2. How brands grow, Sharp,Byron, 2016, Oxford University Press

 

Academic Year: 
2022-2023
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