Advertising and Brand Management

Overview

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The current core course has been specifically designed for the students studying in the arena of advertising and brand management at college or university level as per UCG approved curriculum.In addition, this said core course can also be studied by the undergraduate students pursuing course in relevant disciplines of Management, Commerce and other Management & other professional courses.The current course has been organised brilliantly to cover all the essential aspects related to advertising and brand management.This course provides an overview of the field of advertising and brand management particularly, emphasis will be placed on the scientific method of practical application of theories and methods. This is an introductory class that aims to teach students an organized approach to solving management problem of advertising and brand management.During the course the students will be imparted comprehensive understanding on key concepts of advertising and brand management. The current course will mainly focus to equip the students with the basic understanding of the advertising and brand management in changing business scenario. To equip the students with the nature, purpose & complex constructions in theplanning and execution of a successful advertising program. The course will expose student to issues in brand management, faced by firms operating in competitive markets.

Syllabus

W1_M1_An Introduction to Advertising W1_M2_Milestones in Development of Modern Advertising W2_M3_Classification & Types of Advertising - Advertising Spiral W2_M4_Social & Economic Aspects of Advertising Marketing Communication Model - AIDA W3_M5_Advertising Communication Models – Dagmar, Hierarchy of Effect, Innovation Adoption Model andInformation Processing Model W3_M6_Planning Framework of Promotional Strategy W4_M7_How Advertising Works (Part-1) W4_M8_How Advertising Works (Part-2) W4_M9_How Advertising Works (Part-3) W5_M10_How Advertising Works (Part-4) W5_M11_How Advertising Works (Part-5) W5_M12_How Advertising Works (Part-6) W6_M13_Broadcast and Non-Broadcast Media W6_M14_Budgeting Decision Rulein Media Planning and Scheduling W6_M15_Objective to Task Method and Competitive Parity Methods in Media Planning and Scheduling W7_M16_Factors Influencing Media Planning- Class, Vehicle & Option W7_M17_Media Scheduling: Flighting, Pulsing and Continuous W7_M18_Contemporary Trends in Media W8_M19_Management of Sales Promotion: Importance and Needs for Sales Promotion W8_M20_Planning for Consumer Schemes and Contests, Different types of Consumer Schemes W8_M21_Sales Promotion in International Market W9_M22_The Concept of Product, Brand & Branding W9_M23_Brand Evaluation, Branding Challenges and Opportunities W9_M24_Strategic Brand Management Process W10_M25_Identifying and Establishing Brand Positioning and Values W10_M26_Brand Building - Developing a Brand W10_M27_Designing and Implementing Brand Strategies W11_M28_Sustaining the Brand W11_M29_Managing Brands Overtime W11_M30_Integrating Advertising and Brand Management W12_Examination