Advertising and Brand Management Course Code: BMS 512 L-3 Credits: 3 Objectives: The objective of this course is to provide an understanding of the basic principles of advertising management and to develop an understanding of the brand concept and the operational aspects of managing a brand. Course Contents: 1. Role of Integrated Marketing Communication in the Marketing Programme; Process of Marketing Communication; Definition and Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising Planning and Strategy, Creative Strategy Development and Implementation. (10 Hours) 2. Media Planning: Setting Media Objectives; Developing Media Strategies, Evaluation of Different Media and Media Selection; Media Buying; Measuring Advertising Effectiveness; The Organization for Advertising; Social, Ethical and Legal Aspect of Advertising. (10 Hours) 3. Brand-concept: Nature and Importance of Brand; Brand vs. Generics, Brand Life Cycle, Brand Name and Brand Management; Brand Identity: Conceiving, Planning and Executing (Aaker Model), Brand Loyalty, Measures of Loyalty; Brand Equity: Concepts and Measures of Brand Equity-Cost, Price and Consumer Based Methods; Sustaining Brand Equity; Brand Personality: Definition of Brand Personality, Measures of Personality, Formulation of Brand Personality; Brand Image Vs Brand Personality. (10 Hours) 4. Brand Positioning: Concepts and Definitions, Repositioning, Celebrity Endorsement, Brand Extension; Differential Advantage: Strategies for Competitive Advantage, Brand Pyramid; Branding in different sectors; Role of Information
Advertising and Brand ManagementCourse Code: BMS 512 L-3
Credits: 3Objectives:The objective of this course is to provide an
understanding ofthe basic principes of advertising !anage!ent and
to deveop anunderstanding of the brand concept and the operationa
aspects of!anaging a brand"Course Contents:1" #oe of $ntegrated
Mar%eting Co!!unication in the Mar%eting&rogra!!e' &rocess
of Mar%eting Co!!unication' (e)nition andScope of *dvertising
Manage!ent' (eter!ination of Target *udience+*dvertisingandConsu!er
Behavior' Setting*dvertising,bjectives+(*-M*#' (eter!ining
*dvertising Budgets'*dvertising&anningandStrateg.+ Creative
Strateg. (eveop!ent and $!pe!entation" /10 1ours22" Media
&anning:Setting Media ,bjectives' (eveoping MediaStrategies+
3vauationof(i4erentMediaandMediaSeection' MediaBu.ing' Measuring
*dvertising 34ectiveness' The ,rgani5ation for*dvertising' Socia+
3thica and Lega *spect of *dvertising" /10 1ours23" Brand-concept:
6ature and $!portance of Brand' Brand vs" -enerics+Brand Life C.ce+
Brand 6a!e and Brand Manage!ent' Brand $dentit.:Conceiving+
&anning and 37ecuting /*a%er Mode2+ Brand
Lo.at.+MeasuresofLo.at.' Brand38uit.:
ConceptsandMeasuresofBrand38uit.-Cost+ &riceandConsu!er
BasedMethods' SustainingBrand38uit.' Brand &ersonait.:
(e)nition of Brand &ersonait.+ Measures of&ersonait.+
9or!uationofBrand&ersonait.'
Brand$!age:sBrand&ersonait."/10 1ours2;" Brand&ositioning:
Conceptsand(e)nitions+ #epositioning+ Ceebrit.3ndorse!ent+Brand
37tension' (i4erentia*dvantage: Strategies forCo!petitive
*dvantage+ Brand &.ra!id' Branding in di4erent sectors'#oeof
$nfor!ationinBrandManage!ent' #oeofe-co!!unitiesinBrand Manage!ent"
/121ours2Text Books:1" #ajeevBatra+ 2" *dvertisingManage!ent+ 5th
3dition+ &earson 3ducation"2" ?es?"+ Burnet
