ADVERTISING AND BRAND MANAGEMENT

Paper Code: 
25MBM321
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

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.

 

Course Outcomes: 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course title

25MBM321

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

 

12.00
Unit I: 
Introduction to Advertising:

Introduction to Advertising: Definition, Meaning of advertising, Objectives/Functions of Advertising, Other promotional Tools: Publicity, Sales promotion, Personal Selling and Public Relation.

 

12.00
Unit II: 
Advertising and the Marketing process:

Media planning and selection, Campaign planning and lunching. Message designing and development. Advertising budgeting, Corporate Advertising.

 

12.00
Unit III: 
Role of ad Agency

The role and working of an Ad Agency. Measurement of Advertisement Effectiveness - DAGMAR Approach. Pre-Testing, Post-Testing Techniques of measuring Advertisement Effectiveness.

 

12.00
Unit IV: 
Brand Management

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.

 

12.00
Unit V: 
Brand equity

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. 

Essential Readings: 
  1. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory andPractice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication 2015.
  2. JethwaneyJaishri, Jain Shruti, Advertising Management, Oxford University Press,Second edition, 2012.
  3. Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition, 2009.
  4. Keller, K.L., Swaminathan, V., (2020). Strategic Brand Management. Building,Measuring and Managing Brand Equity, 5th Global Edition, Pearson Education.
  5. Kirti Dutta: Brand Management- Principles and Practices, Oxford University Press, 2012.

 

References: 

Suggested readings

  1. Advertising and Sales Management, Trehan, Mukesh, V K Publications (1 December2008)
  2. Advertising and Sales Promotion, Jain,T.K., Garima Publications 2019
  3. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw HillPublishingLtd, 9th Edition, New Delhi 2003.
  4. Advertising Management, Poonia, Virender, Gen Next Publication (1 January 2010).
  5. Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India,5th Edition, New Delhi, 2009.
  6. Panda K. Tapan, Product and Brand Management, Oxford University Press, 2016.
  7. Moore William L., Pessemier: Product Planning & Management, McGraw Hill International. Lehmann: Product Management; Tata McGraw Hill International, 2005.
  8. Minsky, L., Geva, I., (2019). Global Brand Management: A Guide to Developing, Building & Managing an International Brand First Edition, Kogan Page.

E resources

  1. Pearson Education (29 titles), Elibrary.in.pearson.com
  2. McGrawHill Publishers (23 titles), https://www.expresslibrary.mheducation.com/bookshelf
  3. DELNET

Journals

  1. Indian Journal of Marketing
  2. Journal of Marketing

 

Academic Year: 
2025-2026
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