Session Plan-PGDM
Session Plan-PGDM
Session Plan-PGDM
Mapping with PILO*: Upon completion of the programme every student shall be able to develop a managerial perspective and an
informed decision making ability to enable the marketing executives tackle the marketing communication situations successfully.
CLG: This course will enable the student to uunderstand, through a mix of theory and cases, the fundamentals of
Marketing Communications and contemporary trends and challenges in the rapidly changing environment. This will
also help students to distinguish between different tools of marketing communication and their necessary application
to organizations in addition to identifying the most relevant and cost effective communication mix targeted to the
company’s audience that provides efficiency and effectiveness of the marketing program. The final purpose is that
students should know to apply tools in an integrated way so that each tool of communication has a complimentary
effect for all communications from the company, both in the light of Indian and global context.
Assessment
Actual CILO
CIL Course Intended Learning Blooms Tools Expected CILO*
Attainment
O Outcomes Taxonomy Direct / Attainment Level
Level
Indirect
Identify the elements of
Class
marketing communication
Participation
1 process and understand the Remember
and Listening
concepts of communication (Level 1)
assessment
Instructor’s Contact
Email: [email protected]
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Session Plan, Greater Noida
Recommended Text Book: Shah, D’Souza: Advertising & Promotions, An Integrated Marketing
Communications Perspective, Tata McGraw Hill, 2009
Case Studies
1. Chicken of the Sea Case
2. Gateway Case
3. Grey for Amrutanjan
4. Benetton Case
5. Bahubali Case
6. Case on Ramdev
Group Assignment
Pedagogy
Teaching pedagogy will be a mix of Lectures, Tutorials, Class discussions, Class Exercises, Cases & Assignments
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Session Plan, Greater Noida
Learning the
Perspectives on
Consumer
Behaviour
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Session Plan, Greater Noida
Understanding
Selection of a
source for
promotional
messages and
message
structures/appeals
used to develop a
message including
choice of medium
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Session Plan, Greater Noida
Understanding
media
characteristics and
its implementation
Understanding
Types of consumer
and trade oriented
sales promotion
tools, its
coordination with
Advertising
Familiarising with
Challenges in Sales
Promotions
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Session Plan, Greater Noida
Understanding
Methods of
measurement.
Knowing the
Different forms of
Corporate
Advertising
Scope and
Effectiveness.
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Session Plan, Greater Noida
The class will start exactly as per the time given in the time table. The doors will be closed after I have entered the
classroom and no student will be permitted to enter thereafter.
Attendance will only be marked for actual physical presence in the complete class.
Receiving and making phone calls during the class is strictly banned. Please keep your cell phones on silent mode during the
class.
You are required to bring your laptop fully charged in every class. However, working on the laptop will only be permitted
when specifically asked to do so.
There will be some study material sent to you well before every class. You are expected to read each of them very carefully
before coming to the class. In class discussion will be on ‘Learning Objectives’ and ‘questions/ exercises’ spelt out with
every article. Any student in the class may be called upon to answer a question given with the article. Every module will also
be covering a Case Study which will be discussed by way of presentations made by groups. Any group/s may be called upon
to present an answer to the question/s mentioned at the end of the case. Class room participation will be monitored and
appropriately given marks.
Every class will also devote time to questions/ explanations students may seek on the book chapter/s marked as a part of a
module. Students will be expected to read the chapter before coming to the class.
All field and class assignments are to be submitted on time as stipulated in class.
Program learning Goals (PLGs): PLGs can be defined as the knowledge, skills, or behaviors that a program’s students should be
able to demonstrate upon program completion. Program learning goals are framed broadly to encompass the complex conceptual
aspects of the degree. These are derived from the Institute’s mission statement.
Program intended Learning Objectives (PILOs): A set of measurable learning objectives for each PLG. One PLG can have more
than one measurable PILO.It represent broad statements that incorporate many areas of inter-related knowledge and skills
developed over the duration of the program through a wide range of courses and experiences. They represent the big picture,
describe broad aspects of behavior, and encompass multiple learning experiences.
Course Learning Goals (CLGs): Course learning goals are broad statements of what the students will be able to do when they
have completed the course. These Learning goals are broad, general statements of what we want our students to learn and provide
direction, focus, and cohesion.
Course Intended Learning Outcomes (CILOs): CILOs are set of measurable learning objectives for each course. Course
IntendedLearning outcomes describe the learning that is expected to take place across the curriculum through concise statements,
made in specific and measurable terms, of what students will know and/or be able to do as the result of having successfully
completed a course.
Rubrics
Excellent Very Good Good Satisfactory Unsatisfactory
Criteria/
Skills 70% and above 60-69% 50-59% 40-49% below 40%
Clarity of
concept Shows a excellent Shows a good Shows a Shows a average Does not understand
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Session Plan, Greater Noida
* Group Project:
Mapping Brand-Contact Points for a Product/ Service Offering
Objective:
To integrate the class discussion with real life market conditions, Live Case assignments have
been designed. This assignment is about identifying the brand contact points for a pre identified
product or service class.
Background:
As discussed in class, brands and customers (or prospects) communicate with each other (it’s a
two-way process) in hundreds of ways (some are structured, many not controlled and structured
by marketer like Word-of-mouth, website- auctions). As a marketer (or marcom professional)
starting point of any communication exercise must be mapping Customer-Brand Contact
Points. Once these channels/ points are identified, we can plan to tap these channels of
communication to meet marketing/IMC objectives.
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Session Plan, Greater Noida
Imp: As you carry out research, RECORD (take pictures, record voice, scan ads, photocopy other
material etc) ALL EXAMPLES that you come across where brands and customers are talking to
each other.
Take pictures of Mall, sampling exercise, Flea market, Cinema Halls, local Kiranawallah,
Posters on wall, SMS/ Emails/ pop ups/ banners etc by brands on Internet, Door to Door sales
man, Delivery wan, Delivery Boy/ Girl, virtually anything where brand and customers are
getting in touch.
Sample size should be close to 100 customers. Give their contact details.
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