Goals and objective-setting approaches

Goals and objective-setting approaches

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 2: Advertising Goals and Objectives

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of goals and objective-setting approaches.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Concept of advertising goals and objectives
• Theapproaches to the task of objective setting: the sales school of thought and the communication effect school of thought

Detailed Microsyllabus

1. Goals and objectives

   1. Distinguish broad goals from measurable objectives.
   2. Specify target audience, intended response and time frame.
   3. Connect objectives with the marketing problem.

2. Sales school

   1. Explain sales-oriented objective setting.
   2. Identify intervening effects of price, distribution and competition.
   3. Assess when sales measures provide useful evidence.

3. Communication effects school

   1. Define awareness, comprehension, attitude and response objectives.
   2. Choose appropriate indicators and baselines.
   3. Compare both approaches for a campaign.

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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.