B.A. (Film, Television and New Media Production) Basics of Marketing and Publicity Design for Films and TV Syllabus - Mumbai University
This is the third year of the pre-NEP scheme, the one the University is still examining. Her Summer 2026 third-year timetable sets these papers under "(CBSGS) (60:40) (R-2019)", and the syllabus is the circular of 11 May 2017, item 4.129, in force from 2017-18. The University has not yet published a Semester V and VI syllabus under NEP 2020 for this degree, so if you began the course in 2024-25 or later, check with your college before revising from this year.
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Syllabus for Basics of Marketing and Publicity Design for Films and TV
The University prints this paper as “Basics of Marketing and Publicity”, paper BAFTNMP 529.
The University’s programme structure table sets this paper as a choice — "Trends and Technology in Film & Television … / Basics of Marketing and Publicity Design for Films & TV" — and heads the syllabus below with the second of the two, shortened to "Basics of Marketing and Publicity". Her Summer 2026 timetable sets paper 90308, "Basics of Marketing & Publicity Design for Films and T.V.".
Course objectives
- To introduce the basics of marketing and publicity design
- To educate about the importance of marketing in today’s world
- To help understand the various tools needed for marketing and publicity design
- To learn about the marketing plan and market research
- To help get insight into consumer consumption behavior
Unit I: Introduction to Marketing
- 1. Importance of marketing, definition of marketing, scope of marketing, functions of marketing, marketing and its relation to other business functions, difference between sales and marketing. 2. Key marketing terms and concepts- need, want, demand, exchange, marketing myopia and marketing orientations, distinction between selling and marketing.3. Marketing Mix, 4Ps, 7Ps, 4Cs.
Unit II: Marketing Research
- Definition, Marketing Research Process, Types of Research: Primary, Secondary, Qualitative,Quantitative
Unit III: Consumer Behavior
- 1. Introduction and importance, model of consumer behavior, characteristics affecting consumer behavior.
Unit IV: Segmentation, Targeting & Positioning
- 1. Segmentation - Bases and process of segmentation, requirements for effective segmentation, niche marketing, segmenting consumer markets, segmenting business markets.2. Targeting- Evaluating market segments, selecting target market segments.3. Positioning- Positioning maps, differentiation and positioning strategy, communicating and delivering the chosen position
Unit V: Introduction to the concept of IMC
- Introduction &Familiarization,Definition of Promotion & Promotion Mix,Tools of Promotion Mix, IMC Planning Process, Creative Strategy, Media Strategy
Unit VI: Packaging for film & television
- The art of Promo, Advertisement & In serial promotions, Art of Writing Copy, Designing for various mediums, Public Relations, Planning, organizing and managing events. Managing the internet and social Media.Vendor selection and management, Media Planning & Buying
Reference books
- 1. Competing For The Future By C.K. Prahalad & Gary Hamel.
- 2. Kotler on Marketing: How to Create, Win, and Dominate Markets By Philip Kotler.
- 3. How to Win Friends and Influence People By Dale Carnigie.
- 4. Market Research: A Guide to Planning, Methodology and Evaluation By Paul Hague.
- 5. Art of War By Sun Tzu.
- 6. Strategic Management By Gregory Dess, Lumpkin & Taylor.
- 7. How Winners Sell: 21 Proven Strategies to Outsell Your Competition and Win the Big Sale ByDave Stein.
- 8. Beyond Bullet Points: Using Microsoft® Office PowerPoint® 2007 to Create Presentations That Inform, Motivate, and Inspire By Cliff Atkinson.
- 9. Selling the Invisible: A Field Guide to Modern Marketing By Harry Beckwith.
- 10. Marketing Services: Competing Through Quality ByParasuraman& Leonard L. Berry.
- 11. Marketing Management (12th Edition) (Marketing Management) By Philip Kotler.
- 12. Consumer Behavior: Building Marketing Strategy, 9/e, (with DDB Needham Data Disk) By Hawkins, Best, & Coney.
- 13. Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers ByGeoffrey A. Moore.
- 14. Mind and Heart of the Negotiator, The (3rd Edition) By Leigh Thompson.
- 15. Radically Transparent By Andy Beal & Judy Strauss.
Cut from the University of Mumbai syllabus for B.A. (Film, Television and New Media Production), item 4.129 of the Academic Council meeting of May 11, 2017 (CBSGS (60:40)), in force from 2017-18. Wording, module numbering and reading lists are as printed there.
The complete syllabus
This subject is cut from one of the University circulars below. Open the document if you want the whole thing rather than a single subject.