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
