Principles and Practice of PR, Advertising and Digital Marketing

Paper Code: 
DMC122
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives

 

This course will enable the students to examine the fundamentals of public relations, advertising strategies, and journalistic practices, while also understanding the implementation of paid marketing strategies across various platforms.

 

Course Outcomes (COs):

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24DMC122

Principles and Practice of PR, Advertising and Digital Marketing 

(Theory)

CO7: Examine principles of public relations. 

CO8: Analyse engagement with media, adeptness in building relationships, and mastering strategic networking.

CO9: Explore understanding of advertising's significance and scope. 

CO10:  Critically evaluate digital marketing concepts, trends, diverse channels, and analytics tools like Google Analytics. 

CO11: Explain utilizing paid marketing strategies including Google Ads, social media, and affiliate marketing. 

CO12: 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, Giving tasks, Field practical

Class test 

Continuous Assessment Test 

Semester end examination

Assignments

Presentation,

Individual and group projects

 

12.00
Unit I: 
Foundations of Public Relations
  • Introduction to Public Relations, Basic Concept of PR
  • Setting PR Objectives, Understanding Target Audience
  • Creativity and Digital Approaches in Public Relations 
12.00
Unit II: 
Media Relations and PR Tactics
  • Media Relations - Engaging with Media, Building Relationship and Networking
  • PR Tactics, Influences, Identifying Analyst Relations, Hosting Events
  • Strategic PR Planning and Implementation 
12.00
Unit III: 
Unlocking the World of Advertising
  • Advertising: Meaning, Importance and Scope
  • Classification, in Content Advertising Segmentation, Targeting and Positioning
  • Advertising in Digital Age
  • AIDA and DAGMAR Approaches
12.00
Unit IV: 
Exploring Trends and Analytics in Digital Marketing
  • Digital Marketing- Concept and Trends, Channels of Digital Marketing, Google Analytics, Conversion Rate
12.00
Unit V: 
Paid Marketing Strategies and Digital Planning Proficiency
  • Paid Marketing, Google Ads, Social and Affiliate Marketing, Tools and Techniques
  • Digital Marketing: Planning and Strategy
Essential Readings: 
  • Sontakki, C. N. (n.d.). Advertising. Kalyani Publishers.
  • Wright, J. S., Winter, W. L., & Zeigler, S. K. (n.d.). Advertising. Delhi: Bharat Prakashan.
  • Ahuja, V. (2006). Digital marketing. Oxford University Press.
  • Vilanilam, J. V. (2011). Public relations in India. New Delhi: Sage Publications.
References: 

Suggested Readings:

 

  • Wilcox, D. L., & Cameron, G. T. (2023). Public relations: Strategies and tactics (12th ed.). Pearson.
  • Scott, D. M. (2022). The new rules of marketing & PR (8th ed.). Wiley.
  • Henslowe, P. (2003). Media relations in practice. Kogan Page.
  • Smith, R. D. (2017). Strategic planning for public relations (5th ed.). Routledge.
  • Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.
  • Deiss, R., & Henneberry, R. (2020). Digital marketing for dummies (3rd ed.). For Dummies.
  • Hemann, C., & Burbary, K. (2018). Digital marketing analytics: Making sense of consumer data in a digital world (2nd ed.). Que Publishing.
  • Teal, R. (2020). Google Ads for dummies. For Dummies.
  • McDonald, J. (2023). Social media marketing workbook. CreateSpace Independent Publishing Platform.

 

E-Resources:

 

Academic Year: 
2024-2025
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