Coming soon
ADVERTISING AND BRAND MANAGEMENT
This course will enable students to gain insight into the field of advertising and branding and provide them with the fundamental knowledge necessary for making marketing decisions.
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course title |
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24MBM321 |
Advertising and Brand Management (Theory) |
CO403: Analyse the objectives, and functions of advertising. CO404: Appraise media planning, campaign launching, message design. CO405: Evaluate and compare various theories and models of advertising. CO406: Analyse the various issues related to Brands and Brand Management. CO407: Evaluate the processes involved in building and managing brands. CO408: Contribute effectively in course-specific interaction |
Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration. Learning activities for the students: Self-learning assignments, presentations, practicalexercises |
Class test, Semester end examinations, Quiz, Assignments, Presentation, Peer Review |
Introduction to Advertising: Definition, Meaning of advertising, Objectives/Functions of Advertising, Other promotional Tools: Publicity, Sales promotion, Personal Selling and Public Relation.
Media planning and selection, Campaign planning and lunching. Message designing and development. Advertising budgeting, Corporate Advertising.
The role and working of an Ad Agency. Measurement of Advertisement Effectiveness - DAGMAR Approach. Pre-Testing, Post-Testing Techniques of measuring Advertisement Effectiveness.
Concept of a brand, Brand Elements, Types of Brands, Brand Identity, Kapfers’s Brand Identity Prism, Establishing Brand Positioning & Brand Personality.
Strategic Brand Management Process.
Brand Equity – concept and significance, Measuring Sources of Brand Equity, Behaviour-based brand valuation models- Aaker’s Brand Valuation Model, Keller’s Customer Based Brand Equity Model,
Growing and Sustaining Brand Equity: Brand Extension Decisions, Managing Brands: Decline and revitalization.
*Case studies related to entire topics are to be taught.
- Chunawala S.A., Sethia K.C., Foundations of Advertising Theory andPractice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication 2015.
- JethwaneyJaishri, Jain Shruti, Advertising Management, Oxford University Press,Second edition, 2012.
- Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition, 2009.
- Keller, K.L., Swaminathan, V., (2020). Strategic Brand Management. Building,Measuring and Managing Brand Equity, 5th Global Edition, Pearson Education.
- Kirti Dutta: Brand Management- Principles and Practices, Oxford University Press, 2012.
- Advertising and Sales Management, Trehan, Mukesh, V K Publications (1 December2008)
- Advertising and Sales Promotion, Jain,T.K., Garima Publications 2019
- Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw HillPublishingLtd, 9th Edition, New Delhi 2003.
- Advertising Management, Poonia, Virender, Gen Next Publication (1 January 2010).
- Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India,5th Edition, New Delhi, 2009.
- Panda K. Tapan, Product and Brand Management, Oxford University Press, 2016.
- Moore William L., Pessemier: Product Planning & Management, McGraw Hill International. Lehmann: Product Management; Tata McGraw Hill International, 2005.
- Minsky, L., Geva, I., (2019). Global Brand Management: A Guide to Developing, Building & Managing an International Brand First Edition, Kogan Page.
E resources
- Pearson Education (29 titles), Elibrary.in.pearson.com
- McGrawHill Publishers (23 titles), https://www.expresslibrary.mheducation.com/bookshelf
- DELNET
Journals
1. Indian Journal of Marketing
2. Journal of Marketing
