ADVERTISING, SALES PROMOTION & BRANDING
COURSE OUTLINE FOR MBA (IB, IBF, GLSCM) 2013-15.
COURSE CODE & TITLE : 304/ Advertising, Promotion and Brand Management
CREDITS : 3
COURSE INSTRUCTOR : Dr. Shahazadi Shaik
I. Course Description:
Fierce competition, intense rivalry and increasingly discerning customers- are forcing institutions to promote their product and service offerings more innovatively and emphatically than ever. ‘Promotion’, the fourth ‘P’ of a company’s marketing mix program is a powerful strategic tool in not only executing the other three ‘P’s but also to a large extent in achieving the stated organizational goals. Of late, organizations have started using Integrated Marketing Communications (IMC) which allows them to integrate communication/promotion tools so as to derive complementary as well as synergistic benefits.
IMC tools- advertising, sales promotion, personal selling, direct marketing, publicity & public relations- can be effectively applied in achieving a variety of organizational goals such as persuading customers, enhancing company image, increasing market share, creating differential advantage in the market place/space, brand building, positioning, re-positioning, and so on. Brand building to a certain extent relies on advertising and other promotional activities. As more and more brands are out-growing their parent organizations, the discipline of brand management has evolved and is growing dynamically.
II. Course Objectives:
This course has been designed to provide an understanding of promotion (advertising and other promotional elements) and branding, equip the students with requisite and applied strategies in the industry, and to highlight the interdependence among these for achieving organizational goals. Modules I, II, and III focus on Advertising Management, Module IV outlines relevant perspectives of Brand Management, and Module V throws light on other...