SECOND YEAR – SPECIALIZATIONS – ADVERTISING AND BRANDING
- 1. Media Planning and Buying
- 2. Advertising Creativity and Execution
- 3. Brand and Product Management
Media Planning and Buying
This course aims to provide an overview of electronic and digital media and to teach the students about different media measurement metrics/tools and how to use them. The course provides students with the ability to estimate broadcasting costs and marketing costs and to understand the different revenue streams in media.
Advertising Creativity and Execution
This course is designed to enhance the skills of students in terms of creating advertising. By developing actual advertising campaigns from scratch, students will experience how all the functional areas of advertising (research, media, creative, and account management) work together in the process of creating an advertising plan. Students will analyze brands, decide communication strategy, and design creative works (e.g., preparing storyboard for TV commercials, writing scripts, and rough layout for print ads and the internet), and decide and implement IMC components for clients to solve any problems identified from their primary and secondary market research.
Brand and Product Management
Effective brand management is the key to developing product and communication strategies which lead to marketing success. This course is designed to develop the necessary knowledge and skills for creating and managing brands which resonate with the TA and can create a loyal consumer base. The course introduces the students to the theories, concepts, strategies and practices of brand and product creation, maintenance and evolution. This will be addressed across a range of real world contexts, product types and industries.
Innovative Marketing
This course aims to acquaint students to innovative marketing practices and the latest in marketing techniques. It trains students to develop inexpensive yet reliable and valid approaches to identifying customer needs. It also enables students to conduct market research and develop insights about the use of viral marketing and other innovative marketing strategies like guerrilla marketing, subversive marketing, network marketing, etc. The course also trains students on brand building techniques to build a new brand from scratch, from naming to launching a campaign.
Account Planning Models
This course aims to teach students various planning models used by advertising agencies to create brands and to provide a simulation of developing and executing an advertising campaign. The course also prepares students to become effective account planners by taking them through multiple campaign planning processes.
Corporate Communications & Reputation Management
This course help students learn how to develop strategies and do the basic tasks of external and internal communications. It explains key functions of organizational communication departments within a corporation. It discusses the design of a corporate communication strategic planning model. It showcases special communication functions, including government, investor, and consumer relations. It defines and identifies the impact of communication technologies on reputation management and surveillance functions. It explores problem solving strategies associated with crisis communication. Provides an appreciation of the range of public relations activities involved in corporate communications. Provides an understanding of the basic principles of planning and execution of Public relations and discusses the effect of contemporary communication tools on target audience.
Rural Marketing & Communication
This course tries to explain the scope of rural marketing in Indian context and its importance in terms of size and revenue generated. It helps students appreciate the differences between rural and urban markets. It helps elucidate rural marketing in terms of 4 Ps: product, promotion, price and place and also consumer behaviour. It also tries to explain how the differences affect the marketing strategy in form of segmentation, targeting and positioning, communication strategy, creative strategy and distribution strategy. It also enables students explain rural research techniques.