Bachelor of Commerce (B.Com.) Advertising II 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 - II
Module I: Media and Emerging Trends in Advertising Unit I Media in advertising
- Traditional media- Print, Television, Radio, Outdoor advertising, Digital media-advantages and limitations, Media Objectives - Reach, Frequency and GRPs
- Media Planning- Concept, Factors considered while selecting media, Media Scheduling Strategies Unit II Emerging media and use of AI in advertising:
- Google Ads, YouTube Ads, Social media advertising, Interactive Advertising -Types of Interactive Ad Content
- Use of AI in Advertising-Types and Significance, AI in Content Creation, Data science and analytics for Targeting
Module II: Planning, Creativity and Execution of Advertising Campaign Unit I Advertising Campaign
- Concept, Steps in planning Advertising Campaign, DAGMAR model, Advertising Budget- Factors determining advertising budget, methods of setting advertising budget-
- Creativity in advertising, Storytelling and visual communication in advertising Unit II Preparing print and broadcast ads:
- Essentials of Copywriting,Copy – Elements, Layout- Principles, Illustration- Importance
- Scriptwriting and elements of a good script, Concept of Storyboard, Jingles and Music – Importance, Execution Styles
Reference Books
- Belch & Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill, 2009.
- David Ogilvy, Ogilvy on Advertising, Headline Welbeck, 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.