Introduction to Advertising & Brand Management

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

Learners enrolled: 847

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.

Summary

Course Status :	Ongoing
Course Type :	Core
Language for course content :	English
Duration :	12 weeks
Category :	Management Studies
Credit Points :	3
Level :	Undergraduate
Start Date :	08 Jul 2024
End Date :	31 Oct 2024
Enrollment Ends :	31 Aug 2024
Exam Date :	07 Dec 2024 IST
EXAM Schedule (Date & Shift) :	Shift 1 (07.12.2024)

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

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

W12_Examination

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.

Sandage,

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.