Budgeting and Execution of Digital Campaigns

Paper Code: 
25DMC323
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objective

This course will enable the students to master the art of budgeting in advertising and event management, utilising various methods and techniques to forecast sales accurately and effectively manage events.

Course Outcomes: 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course

Code

Course

Title

25DMC

323

Budgeting and Execution of Digital Campaigns (Theory)

CO100:Analyse advertising budgeting methods and their implications.

CO101:Examine various factors influencing budgeting decisions in advertising and events.

CO102:Synthesize sales forecasting techniques to develop effective forecasting models.

CO103:Explore comprehensive event management strategies.

CO104: Assess the impact of crisis management strategies on the success of events and marketing campaigns.

CO105: Contribute effectively in course-specific interaction.

Approach in teaching:

Lecture cum Discussion

Tools (Power Point Presentation)

Case study methodology can be applied

Learning activities for the students:

Self-learning assignments, Simulation, Seminar presentation, Field work, Industry visits and workshops

Class test Continuous Assessment Test Semester end examination Assignments Presentation

 

12.00
Unit I: 
Budgeting in Advertising

  • Understanding the Need and Purpose of Budgets

  • Advertising Budget Considerations: Process and Presentation

  • Key Profit Indicators and Budget Reorganisation

12.00
Unit II: 
Methods and Factors in Budgeting

  • Various Methods of Budgeting: Affordable, Arbitrary, Market Share, etc.

  • Factors Influencing Budgets, including Monetising Digital Efforts and Platforms

 

12.00
Unit III: 
Sales Forecasting Techniques

  • Sales Forecasting Methods: Composite Sales Opinion, Executive Opinion, etc.

  • Factors Governing Sales Forecasting and Market Analysis

12.00
Unit IV: 
Event Planning and Management

  • Understanding Events: Nature, Characteristics, and Utility

  • Event Planning: Budgeting, Target Audience, Permissions, and Management

12.00
Unit V: 
Event Marketing and Crisis Management

  • Event Marketing and Promotion Strategies

  • Event Management Agencies: Private and Public, Crisis Management, and Handling Crisis Indicators

Essential Readings: 

Essential Readings:

 

  • Batra, R., Myers, J., & Aaker, D. A. (1997). Advertising Management. Delhi: Prentice Hall of India.

  • Pongiannan. (2012). Advertising and Brand: Principles and Case Studies. Delhi: New Century Building Publications.

  • Steenkamp, J.-B. E. M. (2017). Global Brand Strategy. New York: Palgrave.

  • Sharp, Byron. (2016). How Brands Grow. Oxford University Press.

References: 

Suggested Readings:

 

  • Kotler, P., & Armstrong, G. (2020). Principles of Marketing. Pearson.

  • Duncan, T., & Moriarty, S. (2019). Advertising & IMC: Principles and Practice. Pearson.

  • Wilson, D. T., & Gilligan, C. (2019). Strategic Marketing Management: Planning, Implementation and Control. Routledge.

  • Allen, J., & O'Toole, W. (2018). Events, Feasts, and Celebrations. Routledge.

  • Bowdin, G., Allen, J., O'Toole, W., & Harris, R. (2020). Events Management. Routledge.

E-Resources:

 

Academic Year: 
2025-2026
  • Printer-friendly version
  • PDF version