Advertisement and Brand Management

Paper Code: 
MJD 223
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to –

  1. Impart knowledge Advertisement & Brand Management in jewellery industry.
  2. Identify the competition in the market and develop Brand strategies for jewellery business accordingly.

Learning outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

COURSE Code

COURSE Title

MJD 223

Advertisement and Brand Management

 

The students will –

CO43:  Demonstrate an understanding of the overall role advertising plays in the business world.

CO44:  Distinguish the various advertising media.

CO45:  Demonstrate   knowledge   of   the   nature   and   processes   of   branding   and   brand management.

CO46:  Appraise the keyissues in managing a brand portfolio and making strategic brand decisions.

CO47: Evaluate jewellery market and concept of marketing.

Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team work

Learning activities for the students: Self learning assignments, Effective questions, Seminar presentation, Giving tasks, Field practical

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

 

 

 

 

Essential Readings: 
  • Chunawalla, S. A., & Sethia, K. C. (2008). Foundations of Advertising: Theory & Practice. Himalaya Publishing House.
  • Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi
  • Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi. 2007
  • Kotler, P. (2013). A framework for marketing management. Pearson Education India
References: 
  • Wells, W., Burnett, J., Moriarty, S. E., Pearce, R. C., & Pearce, C. (2010). Advertising: Principles and practice. Englewood Cliffs, NJ: Prentice Hall.
  • Jaishri, J., &Shruti, J. (2006). Advertising Management. Oxford University Press, New Delhi, ISBN, 13, 978-0.
  • Verma, H. V. (2006). Brand management: Text and cases. Excel Books India.

E-RESOURCES:

JOURNALS:

  • Global Business Review
  • Journal of Entrepreneurship & Innovation in Emerging Economics
  • Indian Journal of Marketing
  • The IUP Journal of brand Management
  • Prabandhan
  • IISU Journal of Commerce and Management

 

 

Academic Year: 
2022-2023
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