Media Planning and Campaign Strategies - Practical

Paper Code: 
25DMC125
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objective:

This course will enable the students to master advanced media planning and advertising strategies, equipping them to create impactful campaigns for successful brand management.

Course Outcomes: 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25DMC125

Media Planning and Campaign Strategies- Practical

CO25: Analyse the principles of media planning.

CO26: Assess the concepts of reach, frequency, and exposure to devise strategies for maximizing advertising impact.

CO27:Evaluate digital campaigns using advanced tracking methods to identify success metrics.

CO28:Assess campaign objectives and develop comprehensive media briefs 

CO29: Integrate media planning into brand management strategies.

CO30: 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, Case study presentation, Giving task, Industry visits and workshops

Class test Continuous Assessment Test Semester end examination Assignments Presentation

 

12.00
Unit I: 
Foundations of Media Planning and Strategy

  • Understanding Media Planning and Target Audience Mapping

  • Marketing within Media Strategy Framework

  • Pitching Media Proposals and Slot Slaying Techniques

 

12.00
Unit II: 
Maximizing Advertising Exposure and Budgeting

  • Knowing Reach, Frequency, and Maximising Exposure

  • Media Briefings and Scheduling (Flight, Pulsing, Continuity)

  • Media Budgeting and Presentation Planning

12.00
Unit III: 
Digital Media Tools and Analysis

  • Creating Digital Tools for Analysis of Reach and Impact

  • Tracking Success and Evaluating Digital Campaigns

  • Placing Advertisements on Online Platforms and Understanding Creative Strategies

12.00
Unit IV: 
Campaign Planning and Media Mix

  • Understanding Campaign Planning and Media Briefs

  • Crafting Media Proposals and Selecting Media Vehicles

  • Exploring Media Mix, Class, and Units

 

12.00
Unit V: 
Integrated Campaign Design and Brand Management

  • Designing Campaigns for PR and Advertising

  • Incorporating Media Planning into Brand Management

  • Creative Exposition, Budgeting, and Presentation in Campaign Design

Essential Readings: 

Essential Readings:

 

  • Kelley, L. D., & Sheehan, K. B. (2015). Advertising Media Planning: A Brand Management Approach (4th ed.). Routledge.

  • Sharma, T. (n.d.). Advertising Management. Centrum Press.

  • Leiss, W., Kline, S., Jhally, S., & Botterill, J. (2013). Social Communication in Advertising: Consumption in the Mediated Marketplace (3rd ed.). Routledge.

  • Kaptan, S. S. (2003). Social Dimensions of Advertising. Sarup & Sons.

Kotler, P., Keller, K. L., Ang, S. H., Leong, S. M., & Tan, C. T. (2008). Marketing Management

(5th ed.). Pearson Ed Asia.

 
References: 

 

Suggested Readings:

 

  • Surmanek, J., & Baetz, L. (2005). Media Planning: A Practical Guide. McGraw-Hill Education.

  • Leiss, W., Kline, S., & Jhally, S. (2005). Media Planning Workbook. Rowman & Littlefield Publishers.

  • Sissors, J. Z., & Baron, R. B. (2018). Advertising Media Planning. McGraw-Hill Education.

  • Batra, R., Ray, M. L., & Myers, J. G. (2016). Successful Advertising Research Methods. Pearson.

  • Barker, M., Barker, D. I., & Bormann, N. F. (2019). Social Media Marketing: A Strategic Approach. Cengage Learning.

  • Hemann, C., &Burbary, K. (2013). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. Que Publishing.

  • Barry, P. (2008). The Advertising Concept Book: Think Now, Design Later. Thames & Hudson.

  • Sharp, B. (2010). How Brands Grow: What Marketers Don't Know. Oxford University Press.

  • Schultz, D., Kotler, P., & Bush, R. P. (2019). Integrated Marketing Communications: Putting It Together & Making It Work. Routledge.

  • Neumeier, M. (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Peachpit Press.

 

E-Resources:

 

Academic Year: 
2025-2026
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