B.A. in Multimedia and Mass Communication Advertising in Contemporary Society Syllabus - Mumbai University
This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.
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Syllabus for Advertising in Contemporary Society
Module I: Module 1. Changes in Advertising Environment printed in the syllabus as Module 01
- Advertising Environment post-independence;
- 10
- Liberalization Privatization, Globalization Policy 1991: FDI, Entry of MNCs in India, It’s effect on Indian Companies and the advertising strategy. Effects of Liberalization on Advertising Industry in context to Economy, Business, Employment and Life Style
Module II: Module 2. Effect of Advertising, Criticism of Advertising, Social implication of advertising printed in the syllabus as Module 02
- The use and effect of Advertising on the following
- 10
- factors:
- 1 Women
- 2 Children
- 3 Old people
- 4 Youth Criticism of Advertising: Controversial Advertising; Gender Bias Advertising and Popular culture; Social implication of advertising; The effect of advertising on market and economy.
Module III: Module 3. Types of Advertising; Internet Advertising and Digital Advertising printed in the syllabus as Module 03
- Types of Advertising: Political advertising, B to B,
- 08
- Consumer advertising, Retail advertising, Industrial advertising, Financial advertising. Internet Advertising and Digital Advertising : Upcoming different ways in New Media
Module IV: Module 4. The analysis of Advertising environment of India and other foreign countries printed in the syllabus as Module 04
- National, International and Global Advertising &
- 12
- Marketing: The environmental analysis of India and other foreign countries, specifically, USA, UK, FRANCE, CHINA, JAPAN, BRAZIL, UAE, THAILAND The use of this analysis in marketing and Advertising. (CASE STUDY)
Module V: Module 5. Social Marketing printed in the syllabus as Module 05
- Social Marketing: Definition, Need for Social
- 08
- Marketing; The difficulties of Social Marketing; The various subjects for Social Marketing; Effects of social marketing. (CASE STUDY)
Reference Books and material
- 1 Advertising by Amita Shankar
- 2 Advertising by London & Britta
- 3 Advertising by Ramaswamy & Namakeeman
Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Modules are numbered in sequence here; in the syllabus itself, Module I is printed as Module 01; Module II is printed as Module 02; Module III is printed as Module 03; Module IV is printed as Module 04; Module V is printed as Module 05. The PDF above is the syllabus's own page, unaltered.
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.