Advertisement & Brand Management

Paper Code: 
JWT- 301
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Learning outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

COURSE CODE

COURSE TITLE

JWT 301

 

 

 

Advertisement & Brand Management

 

 

The students will –

CO57:  Demonstrate an understanding of the overall role advertising plays in the business world.

CO58:  Distinguish the various advertising media.

CO59:  Demonstrate   knowledge   of   the   nature   and   processes   of   branding   and   brand management.

CO60:  Appraise  the  key issues  in  managing  a  brand  portfolio  and  making  strategic  brand decisions.

CO61: 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: 
  • De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2011). Marketing communications: A European perspective. Pearson education
  • Chunawalla, S. A., &Sethia, K. C. (2008). Foundations of Advertising: Theory & Practice. Himalaya Publishing House.
  • Batra, R., Myers, J. G., & Aaker, D. A. (2006). Advertising management. Pearson.

 

 

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.
  • Moorty Y.L.R. (2007). Brand Management, Vikas Publication, New Delhi.
  • Verma, H. V. (2006). Brand management: Text and cases. Excel Books India.
  • Kotler, P. (2013). A framework for marketing management. Pearson Education India.
  • Clow, K. E. (2013). Integrated advertising, promotion and marketing communications, 4/e. Pearson Education 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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