Principles and Practice of PR, Advertising and Digital Marketing Credits: 4

Paper Code: 
DMC 122
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -                                                              

  • Understand the concept of  PR, Advertising and Digital Marketing.
  • Create deep understanding of the tools of Digital Marketing, Planning and Strategy.
  • Understand Search Engine Optimization and Tools.

 

10.00

                                                                                                                                       Introduction to Public Relations, Basic Concept of PR, Setting PR Objectives, Understanding Target Audience, Creativity and Digital Approaches in Public Relations

 

 

10.00

                                                                                                                               Media Relations - Engaging with Media, Building Relationship and Networking, PR Tactics, Influences, Identifying Analyst Relations, Hosting Events, Strategic PR Planning and Implementation

 

15.00

                                                                                                                                  Advertising: Meaning, Importance and Scope, Classification, in Content Advertising Segmentation, Targeting and Positioning, Advertising in Digital Age, AIDA and DAGMAR Approaches

 

 

15.00

Digital Marketing- Concept and Trends, Channels of Digital Marketing, Google Analytics, Conversion Rate

                                                                                                                                                     

 

10.00

Paid Marketing, Google Ads, Social and Affiliate Marketing, Tools and Techniques, Digital Marketing: Planning and Strategy

 

Essential Readings: 
  1. Advertising, Sontakki, , Kalyani Publishers
  2. Advertising, Wright,John S. ; Winter,Willis L ; Zeigler,Sherilyn K., , Delhi : Bharat Prakashan
  3. Digital Marketing, Ahuja,Vandana, 2006, Oxford University Press
  4. Vilanilam, J.V. (2011). Public Relations in India. New Delhi. Sage Publications.
References: 
  1. Digital Marketing, Ahuja,Vandana, 2006, Oxford University Press
  2. Vilanilam, J.V. (2011). Public Relations in India. New Delhi. Sage Publications.
Academic Year: 
2022-2023
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