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

Paper Code: 
DMC 122
Credits: 
4
Contact Hours: 
60.00
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.

Learning Outcome:

1. Students would be able to acquaint themselves with the basics of PR, Advertising, Digital Marketing- 

2. Students would get acquainted with the basics of Paid Marketing, Google Ads, Social and Affiliate Marketing, Tools and Techniques, Digital Marketing: Planning and Strategy

3.Students would be able to understand the Concept, Trends, Channels of Digital Marketing and Google  Analytics.

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies 

Paper Code

Paper Title

DMC

I22

Principles and Practice of PR, Advertising and Digital Marketing

CO04:Students would be able to acquaint themselves with the basics of PR, Advertising, Digital Marketing- 

CO05:Students would get acquainted with the basics of Paid Marketing, Google Ads, Social and Affiliate Marketing, Tools and Techniques, Digital Marketing: Planning and Strategy

CO06:Students would be able to understand the Concept, Trends, Channels of Digital Marketing and Google  Analytics.

Approach in teaching:

Lecture cum Discussion

Tool(Power Point Presentation)

Case study methodology can be applied

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical, Industry visits  & workshops 

Class test Continuous Assessment Test Semester end  examination

Assignments

Presentation.

 

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
References: 
  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.
Academic Year: 
2023-2024 [2]

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Source URL: https://www.journalism.iisuniv.ac.in/courses/subjects/principles-and-practice-pr-advertising-and-digital-marketing

Links:
[1] https://www.journalism.iisuniv.ac.in/courses/subjects/principles-and-practice-pr-advertising-and-digital-marketing
[2] https://www.journalism.iisuniv.ac.in/academic-year/2023-2024