Programme

PGP

Term

IV

Academic Year

2021-22

Course title

Not for Sale : Psychology of Promotions

Area

Marketing

Credits

0.75

Instructor(s)

Prof. Akshaya Vijayalakshmi

Course Description & Objectives

Description & Objectives: The objective of this course is to understand the psychology behind crafting persuasive messages for different media. These could be explicit or implicit ads on TV or the Internet, images, or videos- each has a specific purpose and objective. This course will attempt to understand the purpose behind the creative messaging better so that you can craft effective promotion strategies.

Pedagogy

This course will utilize a mix of learning methods- case discussions, videos, podcasts, participant’s presentations, and carry home assignments. The majority of the classes will be conducted in a seminar mode, wherein the emphasis will be on self-learning and the instructor(s) will act as a facilitator(s) in the process.

Class Preparation

Read the required material Share ads with class: There are plenty of new ads out there; it is not enough to share them but use it to shape the discussion on the topic. You can share it in class or via email. Make sure you add a relevant note/comment to the ad.  Share articles, podcasts, short stories, movie/TV, shows clips: Comments same as above Share your thoughts