Diploma in Advertising & Brand Management

Introduction

Powerful brands created through effective advertising can drive success in competitive and financial markets, and indeed become the organization’s most valuable assets. In today’s world there are multiple tools of advertising & multiple challenges to integrate. Brands are managed by internal or external communication. In today’s context the understanding of this area of management is of immense importance. Program Content: The 6 months Diploma program in Advertising & Brand Management shall cover overall aspects of this field including corporate communications, brand communication or personal communications which affects the creation of brand value. Module – I : Corporate Communication Strategy – Organization for Communication Management –

Internal Communication flow within the organization – Internal Communication from Various Functions – Situations – Modes like concept note, proposal, report, circular, notice, memo etc – External Communication between the organization and various publics – Communication with customers, suppliers, employees, shareholders, financial institution, government and other publics.

Module – II : Branding & Advertising Concepts – Different ways of Advertising (Print, TV, Radio,

Outdoor, Social Media, Rural, B2B, Direct Mailers, Events & Exhibition), Concept of Integrated Marketing Communication – Case study of Integrated Marketing Communication - Project Identification - Brand Architecture - Sales Promotion – Self Regulation in advertising-ASCI/IBF - Intellectual Property Rights

Employer Branding Personal Branding Module – III Public Relations – History & Concept of Public Relation – Advertising Vs Public Relation

– Contemporary Media Vehicles of Public Relation – Organizing a Press Conference – Creating personal brand –Case study of PR led Campaigns – Ethics in Public Relation Selection of Communication Media

Module – IV : Media Basics, Media planning concept, Selection of Media Understanding of

contemporary media tools Media Innovations Industry Visits Module – V : Project Selection - Proposal Submission - Interim Review - Interim Presentation and

Peer Feedback

Target Group:

Entrepreneurs & all those who are presently performing roles and responsibilities in marketing departments. Brand /product executives, managers and individuals in the media industry students. Medal to Achievers

The top performer of the programme is awarded the

Prof. Rooshikumar Pandya Medal for Outstanding Performance.