Agency selection and relationships

Agency selection and relationships

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 selection and relationships.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Selection of an advertising agency
• Agency relations
• Agency turnover

Detailed Microsyllabus

1. Agency selection

   1. Select criteria for competence, fit, resources and cost.
   2. Compare proposals using a defined brief.
   3. Assess conflicts of interest and references.

2. Relationship management

   1. Define responsibilities, approvals and communication routines.
   2. Agree performance evidence and scope of services.
   3. Manage disagreement and confidentiality professionally.

3. Agency turnover

   1. Explain reasons for changing agencies.
   2. Assess disruption and transition costs.
   3. Plan orderly transfer of approved materials and campaign information.

---

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.