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.

Learning outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

JWT 301

 

 

 

Advertisement & Brand Management

 

 

The students will be able to –

 

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

CO47:  Identify and understand 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: Understand about 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: 
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: 

BOOKS RECOMMENDED:

  • 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: 
2020-2021
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