Advertisement & Brand Management

Paper Code: 
JWT 301
Credits: 
3
Contact Hours: 
45.00
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

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

JWT 301

 

 

 

Advertisement & Brand Management

 

 

The students will –

 

CO46:  Demonstrate an understanding of the overall role advertising plays in the business world.

CO47:  Distinguish the various advertising media.

CO48:  Demonstrate   knowledge   of   the   nature   and   processes   of   branding   and   brand management.

CO49:  Appraise  the  key issues  in  managing  a  brand  portfolio  and  making  strategic  brand decisions.

CO50: 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

 

9.00
Unit I: 
Advertisements

                                                                        

  • Advertising: Definition, Meaning & Importance.
  • Presentation of Jewellery Designs Advertisement
  • Objectives & Scope
  • Social impacts of Advertising
  • Economic Impacts of Advertising
  • Role of Advertisement in Jewellery trade      

 

9.00
Unit II: 
Types of Advertising

                                                                        

  • Types of Advertising:
  • Local Advertising
  • National Advertising
  • Retail Advertising
  • Business Advertising
  • Trade Advertising
  • Industrial Advertising
  • Social Advertising
  • Classified and Display Advertising.
  • Pull & Push
  • Various advertising media
  • Factors Influencing Media Decision

 

9.00
Unit III: 
Brand Management

                                                                 

  • Concept of Brand
  • Importance of Brand
  • Advantages & Disadvantages of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening online identity
  • Brand Equity
  • Brand Loyalty

 

9.00
Unit IV: 
Types of Brand

                                          

  • Family branding/Umbrella branding
  • Corporate branding
  • Individual branding
  • Brand and Consumers
  • Buying Decisions
  • Branded jewellery
  • Non Branded Jewellery
  • Indian & International jewellery brands

 

9.00
Unit V: 
Other focus

                     

  • Five M’s of advertisement                                             
  • Advantages of Jewellery Exhibitions & Trade Fairs 
  • Role of celebrity Endorsement in Jewellery Advertisement
  • Selection of an Advertising Agency

 

Essential Readings: 
  • Chunawalla, S. A., & Sethia, K. C. (2008). Foundations of Advertising: Theory & Practice. Himalaya Publishing House.
  • Wells, W., Burnett, J., Moriarty, S. E., Pearce, R. C., & Pearce, C. (1989). Advertising: Principles and practice (Vol. 328). Englewood Cliffs, NJ: Prentice Hall.
  • Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi
  • Jaishri, J., & Shruti, J. (2006). Advertising Management. Oxford University Press, New Delhi, ISBN, 13, 978-0.
  • Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi. 2007
  • Verma, H. V. (2006). Brand management: Text and cases. Excel Books India.
  • Kotler, P. (2013). A framework for marketing management. Pearson Education India.

 

Academic Year: 
2021-2022
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