Advertising and Brand Management

By Dr. Mamta Brahmbhatt   |   B .K. School of Professional Studies and Management, Gujarat University
Learners enrolled: 4230

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.

Course Status : Completed
Course Type : Core
Duration : 12 weeks
Category :
  • Management Studies
Credit Points : 3
Level : Undergraduate
Start Date : 13 Jul 2022
End Date : 22 Oct 2022
Enrollment Ends : 15 Sep 2022
Exam Date :

Page Visits

Course layout

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

Books and references

Carol A. Corrado and Janet X. Hao. (2014, January).Brands as Productive Assets: Concepts, Measurement, and Global Trends. Retrieved June 20, 2020, from https://www.wipo.int: https://www.wipo.int/edocs/pubdocs/en/wipo_pub_econstat_wp_13.pdf
Claude C Hopkins. (1966). My Life in Advertising. Chicago: Chicago Advertising Publications.
Cohen, D. (1988). Advertising (1st ed.). Seattle, Washington: Addison Wesley School.
Esther Thorson and Margaret Duffy. (2012). Advertising Age - The Principles of Advertising and Marketing Communication at Work (First ed.). Mason, Ohio, USA: South-Western, Cengage Learning.
Gupta, O. (2005). Advertising in India: Trends and impact. Delhi, Delhi, India: Kalpaz Publication.
Kalba, L. A. (2011). How media were made: chromolithography in Belle Époque France. History and technology , 27 (4), 441-453.
Kleppner et al (2008). Advertising Procedures (First ed.). Delhi, NCR, India: Pearson Prentice Hall.
Kotler, P. (2004). Marketing Management (Eleventh Edition ed.). ‎Evanston, Illinois‎, United States: Pearson Education (Singapore) Pte. Ltd.
kullabs, M. T. (2019). Meaning, Features, Types & Importance of Advertising. Retrieved May 17, 2020, from https://kullabs.com: https://kullabs.com/class-12/marketing/promotion/meaning-features-types-importance-of-advertising
S. H. H Kazmi and Satish K Batra. (2008). Advertising and sales promotion (3rd Edition ed.). New Delhi, Delhi, India: Excel Books.
Alscher, D. (2019, July 8). The History of Advertising: 7 Innovators Who Changed the Industry. Retrieved May 14, 2020, from https://www.learn.g2.com: https://www.learn.g2.com/tag/marketing
Bootwala, S., Lawrence, MD, & Mali, SR (2007). Advertising and Sales Promotion (1st Edition ed.). Pune, Maharashtra, India: Nirali Prakashan.
Francis, A. (2012, July 19). Different Classifications of Advertising. Retrieved June 26, 2020, from https://www.mbaknol.com: https://www.mbaknol.com/marketing-management/different-classifications-of-advertising/
Gupta, O. (2005). Advertising in India: Trends and impact. Delhi, Delhi, India: Kalpaz Publication.
Montenegro, D. (2017, October). The history of advertising. Retrieved June 26, 2020, from: https://www.researchgate.net/publication/320719721
Morales, D. M. (2017, October 2017). The History of Advertising. Retrieved June 6, 2020, from https://www.researchgate.net/publication/320719721
Murdock, R. (2017, September 26). The History of Corporate Sponsorship. Retrieved July 2, 2020, from-https://bizfluent.com/facts-7332021-history-corporate-sponsorship.html: https://bizfluent.com/facts-7332021-history-corporate-sponsorship.html
Nizamuddin, S. M. (2014). Advertising and Sales Promotion. Retrieved July 2020, 24, from http://www.pondiuni.edu.in: http://www.pondiuni.edu.in/sites/default/files/advertising-sales-promotin-260214.pdf
Pandey, D. B. (2015). Advertising: Definition, Classification, Growth & Development. Retrieved July 14, 2020, from http://www.ddegjust.ac.in: http://www.ddegjust.ac.in/studymaterial/pgdapr/pgdapr-101.pdf
Sage, E. T. (1916, May 6). Advertising among the Romans. Retrieved July 4, 2020, from https://www.jstor.org/stable/4387300?seq=1#metadata_info_tab_contents
Unknown. (1999, March 29). Ad Age Advertising Century: Timeline. Retrieved July 4, 2020, from https://adage.com: https://adage.com/article/special-report-the-advertising-century/ad-age-advertising-century-timeline/143661
Aaker, Myers &Batra: Advertising Management, PrenticeHall.
Wells, Moriarity& Burnett: Advertising Principles & practices, PrenticeHall.
Kleppner’s Advertising Procedure: W.RonaldLane, kane Whitehill king and J. Thomas Russell, PearsonEducation.
George E.Belch& Michael A. Balch :Advertising and Promotion, TMH
S.H.H Kazmi and SatishK.Batra: Advertising and sales promotion, Excelbooks
Cowley. D: Understanding Brands, Kogan PageLtd
Jean Noel Kampferer: Strategic Brand Management, Kapferer FreePress
David Aaker: Brand Leadership, Simon &Schuster
Wright, Winter, Ziegler: Advertising, Atlantic Publishers &Dist.

Instructor bio

Dr. Mamta Brahmbhatt

B .K. School of Professional Studies and Management, Gujarat University
Dr. Mamta Brahmbhatt, Associate Professor at B.K. School of Professional and Management Studies, Gujarat University.  From this academic year, she has established department of Business Intelligence at B.K. School and started MBA in Business Intelligence and PG diploma courses and certificate programs related to data analysis.  She is the coordinator of Post Graduate Diploma in International Business and Post Graduate Diploma in Research Methodology for Management Academy of BKSBM, Gujarat University. During the course of her academic journey, she has been awarded for “Best Research Paper Award” 21 times, she was selected for “Jewel of India Award” by Economic Growth Society of India and she is the recipient of National Education Award for Best Professor in Operation Management and Education Leadership Award from Dewang Mehta National Education and Teaching Excellence Award by Higher Education Forum_Gujarat Chapter. She is also recipient of  MTC Global Distinguished Teachers Award Management -2020 and National Eminent Young Researcher Award 2020 by International Institute of Organized Research. Dr. Brahmbhatt has published papers in several major international and national referred journals. Her publication includes 130 plus published research papers and 30 books. She has put her learning and academic & corporate experience behind development of this course, its syllabus, the methods & modules and the selection of subject matter experts.

Course certificate

The course is free to enroll and learn from.
However, if you wish to get a certificate, you need to register and appear for a proctored exam.
If you succeed in the examination, a certificate will be issued by the host university (Gujarat University). All related information will be notified on SWAYAM platform.
Assessment: 30% for in-course assessment, 70% for end-term proctored exam.

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