Coverage, evolution and planning

Coverage, evolution and planning

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 1: Introduction

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of coverage, evolution and planning.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Advertising coverage
• Evolution of advertising
• Advertising planning and its significance
• Steps in advertising planning process

Detailed Microsyllabus

1. Coverage and evolution

   1. Compare local, regional, national and international coverage.
   2. Trace broad developments in media and advertising practice.
   3. Relate coverage to the target market and resources.

2. Planning foundations

   1. Explain the purpose of coordinated advertising planning.
   2. Connect business goals, audience and communication objectives.
   3. Identify information needed before planning.

3. Planning process

   1. Analyze the situation and define objectives.
   2. Develop budget, message, media and implementation plans.
   3. Specify evaluation criteria and revise from evidence.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.