Bachelor of Commerce (B.Com.) Advertising I Syllabus - Mumbai University
This is the SY BCOM syllabus under NEP 2020, in force from the academic year 2025-26. The University still sets the earlier Choice Based syllabus below alongside it for ATKT candidates, so check which scheme your exam form names before you revise.
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Syllabus for Advertising - I
Module I: Introduction to Advertising & Key Aspects Unit 1 Fundamentals and Types of Advertising
- Definition, Features, Scope of Advertising, Evolution of Advertising, Active Participants, Importance of advertising to consumer, business and nation
- Classification of Advertising: Media, Target audience, Rural, Political, Green, Advocacy advertising.
- Unit II Economic, Social and Ethical Aspects:
- Impact of advertising on consumer demand and pricing
- Ethical and Social issues of advertising, positive and negative influences of advertising on Indian Culture.
Module II: Advertising Agency and Brand Building Unit 1 Advertising Agency and Careers in Advertising
- Definition, Features, Functions and structure, Classification of advertising agencies,
- Careers in Advertising: Skills required for advertising career, Various Career Options, Freelancing Careers.
- Unit 1I Brand Building:
- Concepts of Branding, Process of Brand Building, Role of advertising in developing
- Brand Image, Brand Equity, Brand Crises Management.
Reference Books
- Belch & Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill, 2009.
- David Ogilvy, Ogilvy on Advertising, Headline Welbeck, 2023.
- ASCI, The Code for Self-Regulation of Advertising Content in India, 2025.
- Arens, Weigold, Contemporary Advertising, McGrow-Hill, 2023.
- Contemporary Advertising, 2017, 15th Edition, William Arens, Michael Weigold and Christian Arens, Hill Higher Education
- Advertising: Planning and Implementation, 2006 – Raghuvir Singh, Sangeeta Sharma – Prentice Hall 6.
- Advertising Management, 5th Edition, 2002 – Batra, Myers and Aaker – Pearson Education
- Kotler Philip and Eduardo Roberto, Social Marketing, Strategies for Changing Public Behaviour, 1989, The Free Press, New York.
- Confessions of an Advertising Man, David Ogilvy, 2012, Southbank Publishing
- Advertising, 10th Edition, 2010 - Sandra Moriarty, Nancy D Mitchell, William D. Wells, Pearson
- Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube Paperback – March 8, 2016
- Advertising Concept Book Paperback – Import, 31 July 2012, by Pete Barry
- The Advertising Age Encyclopedia of Advertising (Three Volume Set) by John McDonough and Karen Egolf .
Reproduced from the University of Mumbai syllabus for Bachelor of Commerce (B.Com.) under NEP 2020, in force from the academic year 2025-26. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.