PR, Advertising Agencies Exposure and Business Dealings

Paper Code: 
DMC224
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives

 

This course will enable the students to equip with the skills to analyze agency-client dynamics, proficiently interact with key PR bodies, craft and evaluate digital advertisements, manage internal communications, and design impactful business collateral.

 

Course Outcomes (COs):

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24DMC224

PR, Advertising Agencies Exposure and Business Dealings 

(Practical)

CO58: Analyse dynamics between advertising and PR agencies and their clients. 

CO59: Enhance oral communication skills- Develop proficiency in navigating interactions with key PR professional bodies.

CO60: Craft impactful digital advertisements and analyze their effectiveness and reach.

CO61: Enhance written communication skills- Develop and manage internal communication through the creation of house journals, press notes and press releases. 

CO62: Design impactful business collateral such as business cards and pamphlets.

CO63: Contribute effectively in course-specific interaction.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Designing pamphlets, brochures, house journals,  Giving tasks, Field practical

Class test, 

Semester end examinations, 

Quiz, 

Solving problems in tutorials, Assignments, Presentation, Individual and group projects, Case Studies

 

12.00
Unit I: 
Roles and Relationships in Advertising and PR
  • Understanding Roles and Functioning of an Advertising and PR Agency
  • Agency Client Relationship
12.00
Unit II: 
PR Professional Bodies: Ethics, Awards, and Recognition
  • Interaction with IPRA, PRCI, PRC, PRCAI bodies
  • Awards and Recognition in the field of PR
  • Understanding Ethics in PR 
12.00
Unit III: 
Digital Ad Design: Metrics and Optimisation
  • Designing Digital Advertisements and Measuring Effectivity and Reach 
12.00
Unit IV: 
Organisational Narratives: House Journals and Press Releases
  • Creating a House Journal for an organisation
  • Writing Press Note and Press Releases
12.00
Unit V: 
Professional Branding Essentials
  • Designing Business Card and Pamphlets, Writing Business Letters and Reports. Creating Resumes and Online Portfolios 
Essential Readings: 
  • Baisya, R. K. (2013). Branding in a Competitive Marketplace. SAGE Publications.
  • Varma, A. (2007). Advertising Industry: Trends and Regulations. Hyderabad: The ICFAI University Press.
  • Sandra, O. (2010). Public Relations Strategy. Kogan Page.
  • Vilanilam, J. V. (2011). Public Relations in India. Sage Publications.
References: 

Suggested Readings:

 

  • Writing That Works: How to Communicate Effectively in Business" by Kenneth Roman and Joel Raphaelson
  • The Elements of Style" by William Strunk Jr. and E.B. White
  • Knock 'em Dead Resumes: A Killer Resume Gets More Job Interviews!" by Martin Yate
  • The Non-Designer's Design Book" by Robin Williams
  • Logo Design Love: A Guide to Creating Iconic Brand Identities" by David Airey
  • The Elements of Graphic Design" by Alex W. White

 

E-Resources:

 

Academic Year: 
2024-2025
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