Agency foundations and organization

Agency foundations and organization

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 4: Advertising Agencies

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of agency foundations and organization.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Meaning and features of advertising agency
• Functions of advertising agencies
• Organization of advertising agency

Detailed Microsyllabus

1. Agency foundations

   1. Explain agency services and distinguishing features.
   2. Compare full-service and specialized agencies.
   3. Identify advertiser needs that agencies address.

2. Agency functions

   1. Describe research, strategy, creative, production and media services.
   2. Explain account management and coordination.
   3. Separate supplied services from advertiser responsibilities.

3. Organization

   1. Map account, creative, media and research roles.
   2. Trace a brief through development and approval.
   3. Evaluate organizational arrangements against client requirements.

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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.