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Principles and Practice of PR, Advertising and Digital Marketing [1]

Paper Code: 
25DMC122
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objective:

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: 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25DMC

122

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, Simulation, Seminar presentation, Field work

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: 

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: 
2025-2026 [8]

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Links:
[1] https://journalism.iisuniv.ac.in/courses/subjects/principles-and-practice-pr-advertising-and-digital-marketing-1
[2] https://egyankosh.ac.in/bitstream/123456789/7678/1/Unit-1.pdf
[3] https://egyankosh.ac.in/handle/123456789/7740
[4] https://egyankosh.ac.in/handle/123456789/72010
[5] https://egyankosh.ac.in/bitstream/123456789/95735/1/Unit-5.pdf
[6] https://egyankosh.ac.in/bitstream/123456789/93280/1/Block-1.pdf
[7] https://egyankosh.ac.in/bitstream/123456789/35917/5/Unit-13.pdf
[8] https://journalism.iisuniv.ac.in/academic-year/2025-2026