The objective of the Advertising and Branding specialisation is to expose students to the rigors of advertising and brand management and equip them to be able to manage the advertising and branding activities and pay attention to how brands are built and managed. This specialisation focuses on the study of diverse aspects of marketing efforts for an organisation to reach its target audience. The specialisation will expose students to various approaches critical to understand the complexities of business and the role of marketing and promotions in it. It would take them through the process of understanding marketing strategies and decision making and the role of advertising and branding. This specialisation prepares students for graduate study in any of the specialised fields of Marketing Communications. It enables students to develop a critical understanding of the major concepts, themes, theoretical frameworks and methodologies of the discipline.
The major covers a wide range of topics that enable students to understand basic concepts and theories of the discipline and develop a critical understanding to analyse, evaluate and create knowledge in the area. With the strong theoretical foundation and conceptual knowledge, we further advance into the study of specialised areas such as Marketing Strategy, Consumer Behaviour, Brand Management, Integrated Marketing Communication, Advertising Creative, Idea Generation and Entrepreneurship among others. It enables students to learn about marketing research methods which helps them grasp both qualitative and quantitative research traditions.
The course covers a range of knowledge and covers an in-depth study of specialised areas of the discipline focusing on aspects of targeting consumer segments with ethical and socially responsible advertising. The advanced courses train the students in digital and new media and its intersection with advertising and marketing strategy.
SPECIALISATION AIMS
The Advertising and Branding Major and Minor intends to:
- Inculcate in students an in-depth understanding of the theories, models and processes in Marketing, focusing on aspects of Advertising and Branding and its relation to other business activities
- Develop an acumen to examine advertising and its functions for brand success. Critically evaluate how creative concepts and their execution will contribute to this success.
- Develop conceptual and analytical skills for the practical application of marketing tools and make informed decisions related to an array of marketing functions such as segmentation and targeting, branding, pricing, distribution, and promotions amongst others.
- Develop skills in formulating and implementing marketing strategies for brands and businesses in ever-evolving and dynamic commercial settings.
- Understand and appreciate the role of consumers and other stakeholders in a successful business. Skill them to employ consumer-centric approaches to planning commercial activities. The course aims at enabling the students to understand theories and concepts underlying market decision making and learn the application of these approaches in real-time scenarios when faced with customer responses to marketing actions.
- Providing a research-based environment and acquainting students with a framework-driven approach to promote evolvement and contribution to knowledge creation in the discipline.
- Develop skills in formulating and implementing marketing strategies for brands and businesses. Familiarise students with several types of managerial problems as well as data sources and techniques, commonly employed in making effective marketing decisions.
- Enable students to conceptualise and operationalise independent research projects. Equip students with the basic knowledge of statistical methods and data interpretation, in order for students to appreciate the indispensable role of marketing analytics and data drawn inferences in strategizing the way forward for a business
- Familiarise students with an array of managerial problems, databases, tool and techniques, and analytical skills commonly employed by the industry in making effective marketing decisions
- Work effectively in teams to analyse and prepare presentations on advertising and brand management issues.
MAJOR OUTCOMES: After successful completion of the Major, the student will be able to:
- Appreciate managerial and theoretical perspectives in Advertising and Branding
- Understand comprehensive frameworks and tools to manage the marketing communications process
- Demonstrate key advertising and branding principles and approaches to marketing situations.
- Evaluation and analyses of marketing strategies and competitive scenarios to define clear advertising objectives and their execution
- Analyse and demonstrate branding strategies and their relevance in real-time scenarios.
- Acquire knowledge of tools related to various skill areas in advertising, including account planning, copywriting, art direction, media planning and buying.
- Develop a bird's eye view on how each skill-set fits into the overall structure of the marketing and advertising process
- Integration of concepts and industry tools and techniques for the development of effective marketing strategies and promotional campaigns.
- Execute projects that utilizes learning in all functional areas of marketing communications viz. advertising, public relations, direct marketing and personal selling.
- Exhibit a superior understanding of consumers, competitors, and the brand by employing marketing research, drawing insights, cracking the big idea and creating campaigns to grow the brand.
- Identify strategies for a customer-centric approach to branding and formulate solutions to questions about how brands can create differentiated brand experiences and engage and/or inspire their customers.
- Application of tools for product and brand management across industries
- Appreciate ethical marketing practices to create responsible marketers
- Learn tools and techniques of marketing research and analytics to draw inferences and contribute to the knowledge of Branding and Advertising
MINOR OUTCOMES: After successful completion of the Minor, the student will be able to:
- Learn and understand key advertising and branding principles and approaches to marketing situations.
- Exhibit a superior understanding of Consumers, Competitors, and the Brand.
- Acquaint and appreciate the role of market research in cracking the big idea and creating campaigns.
- Learn tools and techniques of marketing research to draw inferences and contribute to the knowledge of Branding and Advertising.
- Appreciate a customer-centric approach to branding to create differentiated brand experiences, and engage and inspire customers.
- Demonstrate the understanding of a Branding Strategies and their application and implementation
- Appreciate ethical marketing practices to create responsible marketers.
COURSES (CORE AND ELECTIVE) **
32 MAJOR COURSES
| Introduction to Advertising | Consumer & Audience Behaviour | Retail Marketing and Communications |
| Introduction to Quantitative Methods | Financial Management for Communications | Advertising Creatives Advanced |
| Communication Theory | Business of Entertainment | Marketing Research and Analytics |
| Principles of Management | Brand & Product Management | Direct marketing and CRM |
| Marketing and Advertising | Social Media and Content Marketing | Personal Selling and Sales Management |
| Advertising and Consumer Culture | Advertising Creatives | Semiotics and Communications |
| Marketing Research | Events, PR and Corporate Communication | Media Planning and Buying |
| Managerial Economics | Luxury Brand Management | Digital Product Management |
| Sports Marketing | Consumer Insight Mining | Student Agency Live Project |
| Advertising Strategy | Media Operations Management | Graduation Project |
| Digital Marketing and Communications | Managing People and Performance |
|
Introduction to Digital Marketing
An introductory course for students to the domain of Digital Marketing. Modern day marketing depends in a big way on digital technologies to achieve strategic marketing objectives. While digital space provides for entering into entire transaction of purchase for most products and services, the digital medium offers a huge opportunity for easy, all time and cost-effective means to remaining in touch with the customer. Evolution of technology has made it possible to design and deliver customized communication to the customers and this becomes a handy economical tool to bridge the communication gap. Students shall be exposed to major platforms and options for designing and delivering marketing communications to customers.
Introduction to Quantitative Methods
This course is designed to give undergraduate students an introduction to decision making. The use of quantitative techniques is increasingly being adopted in all areas of human endeavour. The need to collect, analyze and interpret mathematical output is increasingly being appreciated for arriving at conclusions or in strategic decision making. This course will deal with fundamental concepts required to model, analyse and solve quantitative problems arising in any discipline. A student undertaking this course can have little to no formal introduction to mathematics and statistics at the higher secondary level.
Communication Theory
The 20th century has been the century of mass communication systems. Cinema, radio, television and now the internet have fundamentally transformed the way in which human societies communicate. However, media is routinely treated as something non-serious or simply ‘entertainment’ or at worst, devious. These positions need to be examined more critically. To understand the way the world works today, it is very crucial to undertake a deeper study of the structures, paradigms and institutions of communication.
The course aims to explain the development of media theories and how they link with historically important social and political events/issues. It seeks to acquaint students with the nature of communication processes; to develop a critical understanding of the strengths and limitations of basic theories of mass communication and the ability to apply those theories in research and everyday lives.
Principles of Management
Today it is the irregular people, with irregular ideas developing irregular strategies that create irregular wealth and creating a threat for competitors. This course will enable students to understand the dynamic nature of environment i.e. Volatility, Uncertainty, Complexity and Ambiguity (VUCA world) and the need for strategy. Strategic decisions determine the future direction and competitive position of an enterprise. This course reaffirms the relationship between strategic planning, formulation and implementation. The practical and interwoven theoretical nature of class deliberations will cull out the deeper understanding of strategy in business. This course enables a student to build business decisions based on careful analysis of resources, capabilities, competition and environment.
Marketing and Advertising
The course focuses on various marketing strategies, including marketing mix, strategies, segmentation, targeting, positioning and explores how those strategies contribute to the company’s competitive advantage in the marketplace. The curriculum provides students with managerial guides on the management of the marketing function and role of various stakeholders in the business environment and their effect on the marketing function. The course also introduces different marketing functions and teaches the critical analysis of functions of marketing opportunity assessment, marketing planning, marketing implementation, evaluation and control of the marketing effort. The course provides the student with a necessary mix of analysis, application of concepts and techniques, and the role of communication in the larger strategy of the brand.
Advertising and Consumer Culture
This course takes a critical approach to advertising and consumer culture. It delves into our culture of consumption and looks at gaining an understanding of media and marketing communications and the relationship these have to culture and society. The course is theoretically rooted in cultural studies. It attempts to understand the pivotal role of advertising in contemporary society. The course will explore issues of identity and representation in advertising. The course also takes a historical approach to advertising and the formation of consumer societies and explores consumerism in depth.
Marketing Research
Businesses today have easy access to data directly from customers that are collected at point-of-purchase and through day-to-day course of business or through research-based projects that collect primary data from customers and other stakeholders. While data has become more easily available, businesses struggle to make sense of it. This course in Marketing Research and Analytics will equip the learner with knowledge, skills and training in marketing intelligence and marketing research methods, tools and technology useful to data driven decision making. The focus of this course is to understand marketing problems and solve them using a mix of traditional and contemporary methods.
Managerial Economics
This course provides a foundation of economic theories and models for use in managerial decision-making. The course provides students with an overview of theories of demand, supply, production and competition and equips them with the tools and techniques to make effective economic decisions under different business environments.
Sports Marketing
Sports Management is a potential opportunity for youth in India. Sports marketing and sport event management are key players in the continued worldwide growth of the sports business industry. Last few years have seen the emergence of sports leagues in India like Indian Premier League (IPL), Pro Kabaddi League (PKL), Indian Super League (ISL), Hockey India League (HIL), Champions Tennis League (CTL) and Indian Badminton League (IBL). Sports management companies, media providers, manufacturers of sporting goods, professional leagues, teams participating in the professional leagues offers good career opportunities.
Through this course, students will get the opportunity to explore the multibillion - dollar sports and entertainment marketing industry. Students will learn how professional athletes, sports teams, and well-known entertainers are marketed as commodities and how some of them become billionaires as a result. For students who have ever wondered about how things unfold behind the scene of a major sporting event such as the Super Bowl or even entertained the idea of playing a role in such an event, this course introduces the fundamentals of such a career. Students shall be taught using case studies and real-life examples. They would be expected to apply conceptual learning of marketing, branding, relevant theories of management and communications in the parlance of sports industry in India
Advertising Strategy
This course explains how advertising strategies and marketing communications achieve marketing objectives of businesses. This course will take them through the Advertising campaign planning process involving consumer research, the setting of a marketing objective, the sculpting of a big idea, the building of brand campaigns and the coordination of people from different functions. Anyone who wants to work in advertising agencies or media houses will benefit immensely from this course. In fact, anyone who wishes to engage in the planning or marketing of product or service should find this course enriching.
Digital Marketing and Communications
This course aims to outline the growth in digital marketing and how it is disrupting the overall marketing landscape across various brands and companies. Students shall be exposed to major platforms and options for designing and delivering marketing communications to customers. Evolution of digital technology has made it possible to design and deliver customized communication to the customers and this makes digital marketing an extremely efficient method to communicate.
Consumer & Audience Behaviour
Develop the ability to be able to chart out an in-depth consumer mindset. Gain a comprehensive understanding of the social and psychological factors that shape the consumer behaviour process and their consumption. A thorough understanding of the process of customer decision making. To be able to construct and plan diverse marketing and branding situations with the help of the knowledge of consumer behaviour. See the consumer as an individual as well as a part of society in his/her consumption process. Have an awareness about emerging issues (social as well and ethical issues) in the consumption process.
Financial Management for Communications
Finance as a discipline cut across disciplines and functional areas and this subject introduces the 'Communication' student to Finance. The subject covers the basic Finance topics and these include financial statement analysis, time value of money, cost of capital, capital budgeting and working capital management.
Business of Entertainment
The business of entertainment and media in India has grown rapidly over the last few decades outpacing the Indian economy, offering tremendous career opportunities to media school graduates. The course stems from the growing synergies between business and production (creation) of creative and entertaining products such as arts, fashion, music, live performances, films and many more. Under this course, students would be introduced to the historical and cultural relationship between human leisure experiences and innate need of entertainment within the natural environment; and appreciate their relevance in today’s world and the way it operates. Topics of discussion explore, understand and even challenge the concepts and theories of traditional marketing in the context of creative products, which may necessarily do not have ‘utilitarian purpose’ but have strong hedonic appeal. Hence it is critical to understand the distinct characteristics of entertainment industries, diffusion and adoption of such products and management of multiple projects simultaneously. The sectors covered include film, TV, press, radio, music, etc.
Brand & Product Management
Organizations across the globe have come to realize that their brands are among their most valuable assets. The goal of this course is to teach students the strategic significance of branding in creating shareholder value, explain how brands are built and the choices and challenges that are faced by a brand manager. Key topics included in the course are - the process of building brands, how to identify and establish brand positioning, the process of launching a new brand, how brand equity is built and sustained over a period of time, the role of brand architecture, brand extensions and how marketing plans are built.
Social Media and Content Marketing
This course aims to give students a broad understanding of social media marketing- paid, owned and earned, and develop a comprehensive strategy for the same. Drawing from marketing, consumer behaviour and related principles, this course sensitives students to an upcoming area in both digital and marketing.
Advertising Creatives
Combines theory and practice of Advertising & Marketing to prepare students for real-world communication challenges in the industry, with the necessary tools and training to help them (1) build and market the brand of foremost importance: themselves; and (2) assimilate competitively to the realities and absurdities of the industry.
Events, PR and Corporate Communication
The course on Events, PR and Corporate Communications is designed with a view to prepare students for integrated marketing communications perspective with a focus on events and public relations as tools for building a communications bridge with stake holders including customers, from diverse perspectives. Corporate Communication strategies help build corporate image and support brand building activities through engaging various stake holders on a common communication platform for the corporate entity.
Luxury Brand Management
With changing economic conditions around the world, the sales of luxury products only continue to grow symbolising inspirations, dreams, taste, advantage, privilege, and above all, success. To handle a luxury brand, a marketer needs to invest constant efforts to understand the ever changing desires of luxury consumers as well as to understand the challenges posed by old, new and, especially, potential luxury competitors. The course shall present and discuss the unique properties, opportunities, and challenges of the luxury industry by studying issues relevant to companies, small or large, from indigenous to global brands. Luxury brands are in the midst of a sea change from management perspective. The course discusses emerging trends and practices in the various aspects of the business, from product design, production and management, and promotion and distribution (online and offline). It shall also focus on influence of luxury consumption on socially valued behavior and society at large. Hence it is imperative to understand and appreciate role of socio-cultural factors to understand business areas related to the industry in a much better manner. The course shall use case studies and real-life examples to understand luxury market, covering products (fashion-wear, accessories, pens, watches, wines and spirits), services (travel & tourism, fine dining) and assets (yachts, fine art, automobiles).
Consumer Insight Mining
Marketers take major decisions and develop strategies based on their understanding of Consumer Behaviour. It is difficult to gauge the mind of the consumer and marketers make attempts to decipher the thoughts and relate them to action of consumers. These inputs are then used to make further strategic decisions. In modern marketing, strategic decisions involve huge investments and marketer wants to make the most of his rupee spent.
Gaining insights into the behaviour of consumers and what influences this behaviour, what are the motives for buying x and not y product helps marketers make more accurate decision whereby they are able to justify costs incurred under for executing decided marketing strategy. This course attempts to introduce students to various methods for gaining consumer insights through research.
Media Operations Management
The course to provide students with detailed insight into the structures, management, processes, economics of media industries in India and its standing in the world. The course will be valuable as a part of career preparation for students interested in working in broadcasting and related industries such as advertising, media sales and public relations. For students with other career interests, this course will provide a firm foundation for understanding how the electronic media industries operate. The course also offers understanding of the entire value chain of the media ecosystem and understand how media buying and selling happens. Students understand the business models of different mediums and the various factors influencing each one. This course describes how media distribution, research, and consumption and media measurement.
Managing People and Performance
This course is an introduction to organizational behaviour and human resource management. It discusses behaviour in organizations at individual, group & organizational levels. It also enables students to understand the application of different tools and practices in directing individual actions towards organizational objectives. The course also familiarizes students with the fundamental concepts and standards of performance management and compensation.
Retail Marketing and Communications
Retailing assumes one of the most critical functions in the distribution channel of taking the offerings (goods and services) for final consumption. Retail marketing includes products being offered to final customer/consumer in the desired shape, size and quantity, style and comfort at the convenience of the consumer.. In recent times, retailing as evolved from merely being a point of exchange for goods and services. The store locations, arrangement, store layouts and decors, display of prices and other set of information, opportunity to touch and feel the product present great opportunities to market the product and immensly add to the customer's shopping experience. The course explores and offers a strategic understanding of the last link of distribution network, which is more often an important touch point for consumer to interact with the brand. From marketers' perspective, effective retail channel management offers opportunities to understand markets better and make value addition for better customer satisfaction and customer delight.
Advertising Creatives Advanced
Combines theory and practice of Advertising & Marketing to prepare students for real-world communication challenges in the industry, with the necessary tools and training to help them (1) build and market the brand of foremost importance: themselves; and (2) assimilate competitively to the realities and absurdities of the industry. The pedagogy will include case-studies, hands-on learning, and real-world problem-solving activities that helps in equipping the student with the skills required in the workforce.
Marketing Research and Analytics
Businesses today have easy access to data directly from customers that are collected at point-of-purchase and through day-to-day course of business or through research-based projects that collect primary data from customers and other stakeholders. While data has become more easily available, businesses struggle to make sense of it. This course in Marketing Research and Analytics will equip the learner with knowledge, skills and training in marketing intelligence and marketing research methods, tools and technology useful to data driven decision making. The focus of this course is to understand marketing problems and solve them using a mix of traditional and contemporary methods. Case studies, hands-on learning, and real-world problem-solving exercises will be included in the pedagogy to assist students obtain the skills needed for employment.
Direct marketing and CRM
This course gives students an in-depth understanding of concepts strategies and applications involved in direct marketing and will give them an exposure to various CRM Tools and how they are used effectively by the organizations. As it is evident due to mass media clutter, it is becoming increasingly difficult for a marketer to command the attention of the target audience. Marketers are constantly seeking more effective methods to communicate with their customers and prospects. In ever-increasing numbers and a variety of ways, marketers are turning toward the use of direct marketing methods. This trend is expected to continue as relationship marketing has come into more widespread practice. Direct marketing techniques are evolving and marketers are finding new applications, to secure direct communications with customers/prospects, thereby improve the effectiveness of the marketing communication effort.
Personal Selling and Sales Management
This course will look at introducing significant practical aspects of Personal Selling and Business Development in an organisation. Topics of effective sales and selling functions, personal salesmanship, recruiting, organizing, training, motivating and evaluating the working of the company sales force in the field, within the marketing objectives and organization of the marketing structure will be dealt with. Success or failure of marketing companies often depends on how well the sales and personal selling functions are performed by the company personnel at the marketplace for their products and services. This Course is designed around giving students some specific insights and learning’s in the classroom.
Semiotics and Communications
Semiotics is the study of meaning making through signs and symbols. A symbol can be linguistic, visual, material or sonic. Each symbol garners a specific meaning in the socio-cultural context and hence understanding the science of symbols is useful to work with various kinds of media. In this course we focus on giving a theoretical grounding for semiotics and apply it using various media such as advertisements, posters, films, audio material etc.
Media Planning and Buying
This course is designed to familiarize the students with concepts, terminology, mathematical calculations and various stages of the media planning process. The course will give an overview on media planning, media buying, and other important aspects of media planning discipline. It will also cover increasing importance of engagement with consumers via content marketing. The course will be conducted in an interactive and participative manner. Case studies and group exercise will be encouraged to improve the understanding of the ongoing media practices, the dynamism involved in the industry in general and specific institutions in particular. The approach will involve case studies, hands-on learning, and real-world problem-solving exercises to assist students acquire the skills necessary for the profession.
Digital Product Management
Digital Product Management is a specialty discipline within general product management, but increasingly, just about any business will be integrating aspects of digital into their products and processes. Much focus has been put on digital product management as related to startups and new business creation. However, digital is increasingly a strategic aspect of just about any business from manufacturers to retailers. This course will not only go deeply into various aspects of business strategy, competitive analysis and lifecycle management, but digital specific issues for both pure digital products and digital aspects of traditional businesses. The pedagogy will include case-studies, hands-on learning, and real-world problem-solving activities that helps in equipping the student with the skills required in the workforce.
27 MINOR COURSES
| Introduction to Advertising | Digital Marketing and Communications | Media Operations Management |
| Introduction to Quantitative Methods | Consumer & Audience Behaviour | Retail Marketing and Communications |
| Communication Theory | Business of Entertainment | Advertising Creatives Advanced |
| Principles of Management | Brand & Product Management | Marketing Research and Analytics |
| Marketing and Advertising | Social Media and Content Marketing | Direct marketing and CRM |
| Advertising and Consumer Culture | Advertising Creatives | Personal Selling and Sales Management |
| Managerial Economics | Events, PR and Corporate Communication | Semiotics and Communications |
| Sports Marketing | Luxury Brand Management | Media Planning and Buying |
| Advertising Strategy | Consumer Insight Mining | Digital Product Management |
Introduction to Digital Marketing
An introductory course for students to the domain of Digital Marketing. Modern day marketing depends in a big way on digital technologies to achieve strategic marketing objectives. While digital space provides for entering into entire transaction of purchase for most products and services, the digital medium offers a huge opportunity for easy, all time and cost-effective means to remaining in touch with the customer. Evolution of technology has made it possible to design and deliver customized communication to the customers and this becomes a handy economical tool to bridge the communication gap. Students shall be exposed to major platforms and options for designing and delivering marketing communications to customers.
Introduction to Quantitative Methods
This course is designed to give undergraduate students an introduction to decision making. The use of quantitative techniques is increasingly being adopted in all areas of human endeavour. The need to collect, analyze and interpret mathematical output is increasingly being appreciated for arriving at conclusions or in strategic decision making. This course will deal with fundamental concepts required to model, analyse and solve quantitative problems arising in any discipline. A student undertaking this course can have little to no formal introduction to mathematics and statistics at the higher secondary level.
Communication Theory
The 20th century has been the century of mass communication systems. Cinema, radio, television and now the internet have fundamentally transformed the way in which human societies communicate. However, media is routinely treated as something non-serious or simply ‘entertainment’ or at worst, devious. These positions need to be examined more critically. To understand the way the world works today, it is very crucial to undertake a deeper study of the structures, paradigms and institutions of communication.
The course aims to explain the development of media theories and how they link with historically important social and political events/issues. It seeks to acquaint students with the nature of communication processes; to develop a critical understanding of the strengths and limitations of basic theories of mass communication and the ability to apply those theories in research and everyday lives.
Principles of Management
Today it is the irregular people, with irregular ideas developing irregular strategies that create irregular wealth and creating a threat for competitors. This course will enable students to understand the dynamic nature of environment i.e. Volatility, Uncertainty, Complexity and Ambiguity (VUCA world) and the need for strategy. Strategic decisions determine the future direction and competitive position of an enterprise. This course reaffirms the relationship between strategic planning, formulation and implementation. The practical and interwoven theoretical nature of class deliberations will cull out the deeper understanding of strategy in business. This course enable a student to build business decisions based on careful analysis of resources, capabilities, competition and environment.
Marketing and Advertising
The course focuses on various marketing strategies, including marketing mix, strategies, segmentation, targeting, positioning and explores how those strategies contribute to the company’s competitive advantage in the marketplace. The curriculum provides students with managerial guides on the management of the marketing function and role of various stakeholders in the business environment and their effect on the marketing function. The course also introduces different marketing functions and teaches the critical analysis of functions of marketing opportunity assessment, marketing planning, marketing implementation, evaluation and control of the marketing effort. The course provides the student with a necessary mix of analysis, application of concepts and techniques, and the role of communication in the larger strategy of the brand.
Advertising and Consumer Culture
This course takes a critical approach to advertising and consumer culture. It delves into our culture of consumption and looks at gaining an understanding of media and marketing communications and the relationship these have to culture and society. The course is theoretically rooted in cultural studies. It attempts to understand the pivotal role of advertising in contemporary society. The course will explore issues of identity and representation in advertising. The course also takes a historical approach to advertising and the formation of consumer societies and explores consumerism in depth.
Managerial Economics
This course provides a foundation of economic theories and models for use in managerial decision-making. The course provides students with an overview of theories of demand, supply, production and competition and equips them with the tools and techniques to make effective economic decisions under different business environments.
Sports Marketing
Sports Management is a potential opportunity for youth in India. Sports marketing and sport event management are key players in the continued worldwide growth of the sports business industry. Last few years have seen the emergence of sports leagues in India like Indian Premier League (IPL), Pro Kabaddi League (PKL), Indian Super League (ISL), Hockey India League (HIL), Champions Tennis League (CTL) and Indian Badminton League (IBL). Sports management companies, media providers, manufacturers of sporting goods, professional leagues, teams participating in the professional leagues offers good career opportunities.
Through this course, students will get the opportunity to explore the multibillion - dollar sports and entertainment marketing industry. Students will learn how professional athletes, sports teams, and well-known entertainers are marketed as commodities and how some of them become billionaires as a result. For students who have ever wondered about how things unfold behind the scene of a major sporting event such as the Super Bowl or even entertained the idea of playing a role in such an event, this course introduces the fundamentals of such a career. Students shall be taught using case studies and real-life examples. They would be expected to apply conceptual learning of marketing, branding, relevant theories of management and communications in the parlance of sports industry in India
Advertising Strategy
This course explains how advertising strategies and marketing communications achieve marketing objectives of businesses. This course will take them through the Advertising campaign planning process involving consumer research, the setting of a marketing objective, the sculpting of a big idea, the building of brand campaigns and the coordination of people from different functions. Anyone who wants to work in advertising agencies or media houses will benefit immensely from this course. In fact, anyone who wishes to engage in the planning or marketing of product or service should find this course enriching.
Digital Marketing and Communications
This course aims to outline the growth in digital marketing and how it is disrupting the overall marketing landscape across various brands and companies. Students shall be exposed to major platforms and options for designing and delivering marketing communications to customers. Evolution of digital technology has made it possible to design and deliver customized communication to the customers and this makes digital marketing an extremely efficient method to communicate.
Consumer & Audience Behaviour
Develop the ability to be able to chart out an in-depth consumer mindset. Gain a comprehensive understanding of the social and psychological factors that shape the consumer behaviour process and their consumption. A thorough understanding of the process of customer decision making. To be able to construct and plan diverse marketing and branding situations with the help of the knowledge of consumer behaviour. See the consumer as an individual as well as a part of society in his/her consumption process. Have an awareness about emerging issues (social as well and ethical issues) in the consumption process.
Business of Entertainment
The business of entertainment and media in India has grown rapidly over the last few decades outpacing the Indian economy, offering tremendous career opportunities to media school graduates. The course stems from the growing synergies between business and production (creation) of creative and entertaining products such as arts, fashion, music, live performances, films and many more. Under this course, students would be introduced to the historical and cultural relationship between human leisure experiences and innate need of entertainment within the natural environment; and appreciate their relevance in today’s world and the way it operates. Topics of discussion explore, understand and even challenge the concepts and theories of traditional marketing in the context of creative products, which may necessarily do not have ‘utilitarian purpose’ but have strong hedonic appeal. Hence it is critical to understand the distinct characteristics of entertainment industries, diffusion and adoption of such products and management of multiple projects simultaneously. The sectors covered include film, TV, press, radio, music, etc.
Brand & Product Management
Organizations across the globe have come to realize that their brands are among their most valuable assets. The goal of this course is to teach students the strategic significance of branding in creating shareholder value, explain how brands are built and the choices and challenges that are faced by a brand manager. Key topics included in the course are - the process of building brands, how to identify and establish brand positioning, the process of launching a new brand, how brand equity is built and sustained over a period of time, the role of brand architecture, brand extensions and how marketing plans are built.
Social Media and Content Marketing
This course aims to give students a broad understanding of social media marketing- paid, owned and earned, and develop a comprehensive strategy for the same. Drawing from marketing, consumer behaviour and related principles, this course sensitives students to an upcoming area in both digital and marketing.
Advertising Creatives
Combines theory and practice of Advertising & Marketing to prepare students for real-world communication challenges in the industry, with the necessary tools and training to help them (1) build and market the brand of foremost importance: themselves; and (2) assimilate competitively to the realities and absurdities of the industry.
Events, PR and Corporate Communication
The course on Events, PR and Corporate Communications is designed with a view to prepare students for integrated marketing communications perspective with a focus on events and public relations as tools for building a communications bridge with stake holders including customers, from diverse perspectives. Corporate Communication strategies help build corporate image and support brand building activities through engaging various stake holders on a common communication platform for the corporate entity.
Luxury Brand Management
With changing economic conditions around the world, the sales of luxury products only continue to grow symbolising inspirations, dreams, taste, advantage, privilege, and above all, success. To handle a luxury brand, a marketer needs to invest constant efforts to understand the ever changing desires of luxury consumers as well as to understand the challenges posed by old, new and, especially, potential luxury competitors. The course shall present and discuss the unique properties, opportunities, and challenges of the luxury industry by studying issues relevant to companies, small or large, from indigenous to global brands. Luxury brands are in the midst of a sea change from management perspective. The course discusses emerging trends and practices in the various aspects of the business, from product design, production and management, and promotion and distribution (online and offline). It shall also focus on influence of luxury consumption on socially valued behavior and society at large. Hence it is imperative to understand and appreciate role of socio-cultural factors to understand business areas related to the industry in a much better manner. The course shall use case studies and real-life examples to understand luxury market, covering products (fashion-wear, accessories, pens, watches, wines and spirits), services (travel & tourism, fine dining) and assets (yachts, fine art, automobiles).
Consumer Insight Mining
Marketers take major decisions and develop strategies based on their understanding of Consumer Behaviour. It is difficult to gauge the mind of the consumer and marketers make attempts to decipher the thoughts and relate them to action of consumers. These inputs are then used to make further strategic decisions. In modern marketing, strategic decisions involve huge investments and marketer wants to make the most of his rupee spent.
Gaining insights into the behaviour of consumers and what influences this behaviour, what are the motives for buying x and not y product helps marketers make more accurate decision whereby they are able to justify costs incurred under for executing decided marketing strategy. This course attempts to introduce students to various methods for gaining consumer insights through research.
Media Operations Management
The course to provide students with detailed insight into the structures, management, processes, economics of media industries in India and its standing in the world. The course will be valuable as a part of career preparation for students interested in working in broadcasting and related industries such as advertising, media sales and public relations. For students with other career interests, this course will provide a firm foundation for understanding how the electronic media industries operate. The course also offers understanding of the entire value chain of the media ecosystem and understand how media buying and selling happens. Students understand the business models of different mediums and the various factors influencing each one. This course describes how media distribution, research, and consumption and media measurement.
Retail Marketing and Communications
Retailing assumes one of the most critical functions in the distribution channel of taking the offerings (goods and services) for final consumption. Retail marketing includes products being offered to final customer/consumer in the desired shape, size and quantity, style and comfort at the convenience of the consumer.. In recent times, retailing as evolved from merely being a point of exchange for goods and services. The store locations, arrangement, store layouts and decors, display of prices and other set of information, opportunity to touch and feel the product present great opportunities to market the product and immensely add to the customer's shopping experience. The course explores and offers a strategic understanding of the last link of distribution network, which is more often an important touch point for consumer to interact with the brand. From marketers' perspective, effective retail channel management offers opportunities to understand markets better and make value addition for better customer satisfaction and customer delight.
Advertising Creatives Advanced
Combines theory and practice of Advertising & Marketing to prepare students for real-world communication challenges in the industry, with the necessary tools and training to help them (1) build and market the brand of foremost importance: themselves; and (2) assimilate competitively to the realities and absurdities of the industry. The pedagogy will include case-studies, hands-on learning, and real-world problem-solving activities that helps in equipping the student with the skills required in the workforce.
Marketing Research and Analytics
Businesses today have easy access to data directly from customers that are collected at point-of-purchase and through day-to-day course of business or through research-based projects that collect primary data from customers and other stakeholders. While data has become more easily available, businesses struggle to make sense of it. This course in Marketing Research and Analytics will equip the learner with knowledge, skills and training in marketing intelligence and marketing research methods, tools and technology useful to data driven decision making. The focus of this course is to understand marketing problems and solve them using a mix of traditional and contemporary methods. Case studies, hands-on learning, and real-world problem-solving exercises will be included in the pedagogy to assist students obtain the skills needed for employment.
Direct marketing and CRM
This course gives students an in-depth understanding of concepts strategies and applications involved in direct marketing and will give them an exposure to various CRM Tools and how they are used effectively by the organizations. As it is evident due to mass media clutter, it is becoming increasingly difficult for a marketer to command the attention of the target audience. Marketers are constantly seeking more effective methods to communicate with their customers and prospects. In ever-increasing numbers and a variety of ways, marketers are turning toward the use of direct marketing methods. This trend is expected to continue as relationship marketing has come into more widespread practice. Direct marketing techniques are evolving and marketers are finding new applications, to secure direct communications with customers/prospects, thereby improve the effectiveness of the marketing communication effort.
Personal Selling and Sales Management
This course will look at introducing significant practical aspects of Personal Selling and Business Development in an organisation. Topics of effective sales and selling functions, personal salesmanship, recruiting, organizing, training, motivating and evaluating the working of the company sales force in the field, within the marketing objectives and organization of the marketing structure will be dealt with. Success or failure of marketing companies often depends on how well the sales and personal selling functions are performed by the company personnel at the marketplace for their products and services. This Course is designed around giving students some specific insights and learning’s in the classroom.
Semiotics and Communications
Semiotics is the study of meaning making through signs and symbols. A symbol can be linguistic, visual, material or sonic. Each symbol garners a specific meaning in the socio-cultural context and hence understanding the science of symbols is useful to work with various kinds of media. In this course we focus on giving a theoretical grounding for semiotics and apply it using various media such as advertisements, posters, films, audio material etc.
Media Planning and Buying
This course is designed to familiarize the students with concepts, terminology, mathematical calculations and various stages of the media planning process. The course will give an overview on media planning, media buying, and other important aspects of media planning discipline. It will also cover increasing importance of engagement with consumers via content marketing. The course will be conducted in an interactive and participative manner. Case studies and group exercise will be encouraged to improve the understanding of the ongoing media practices, the dynamism involved in the industry in general and specific institutions in particular. The approach will involve case studies, hands-on learning, and real-world problem-solving exercises to assist students acquire the skills necessary for the profession.
Digital Product Management
Digital Product Management is a specialty discipline within general product management, but increasingly, just about any business will be integrating aspects of digital into their products and processes. Much focus has been put on digital product management as related to startups and new business creation. However, digital is increasingly a strategic aspect of just about any business from manufacturers to retailers. This course will not only go deeply into various aspects of business strategy, competitive analysis and lifecycle management, but digital specific issues for both pure digital products and digital aspects of traditional businesses. The pedagogy will include case-studies, hands-on learning, and real-world problem-solving activities that helps in equipping the student with the skills required in the workforce.