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Elective 2: Branding

Course Objective:

To understand the basic concepts of a brand and applying them in the relevant areas of branding.

Major areas to be covered –

  • Introduction to brand management

  • Brand positioning & values

  • Choosing brand elements to build brand equity

  • Leveraging secondary brand knowledge

  • New products branding

  • Global Branding

  • Managing Brands over time

Elective 3: Advertising

Course Objective:

To understand the advertising process and advertising industry structure thoroughly. Each component of advertising has been covered to give the participants overall importance of advertising in corporate communications. The syllabus also emphasizes on the integrated study of advertising along with brand building and management.

Major areas to be covered –

  • Introduction to IMC and Analyzing the Communication process

  • Advertising industry

  • Analyzing the business environment for advertising and integrated brand

promotion

  • Planning advertising and integrated brand promotion

  • Preparing the message

  • Placing the message in conventional and new media

  • Monitoring, Evaluation and control

Elective 4: Consumer Behaviour

Course Objective:

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