Corporate Communication and Brand Management

Paper Code: 
JMC 324(C)
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  • Understand the role of CC in image building of a brand. 
  • Understand the value of cc in sustaining the image of a brand.
  • Understand the theory and practices of Brand Management.

 

Learning Outcome:

  1. Students will have know how of Corporate Communications and Strategy Building Techniques 
  2. .Students will learn about various tools and techniques used for cc
  3. Students will have an understanding of Brand Management in the advertising industry.
  4. Students will know how Brands can be created, maintained and extensions can be done.

Course Outcome (COs):

 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper   Code

Paper Title

JMC 324(C)

Corporate Communication & Brand Management

 

CO75(C):Students will haveknow how of Corporate Communications and Strategy Building Techniques 

.CO76(C):Students will learn about various tools and techniques used for cc

CO77(C): Students will have an understanding of Brand Management in the advertising industry.

CO78(C): Students will know how Brands can be created, maintained and extensions can be done

Approach in teaching:

Lecture cum Discussion Tool (Power Point Presentation).Case study.

Lecture cum Discussion

Tool and writing practise.

Learning activities for the students

Self learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

 

Continuous Assessment Test

Semester end examination

 

 

18.00
Unit I: 

Defining Corporate Communication Strategy and Role; Campaign planning: Problem identification, Channels, Implementation, Feedback, Areas of Strategic consideration - Brand management, Case studies in Corporate Communication Campaigns

18.00
Unit II: 

Internal /External Communication and Media Writing, House Journals, Video Magazines, Open Houses, Press Conferences, Press Briefings and Meetings, Press Releases, Press Backgrounders, Rejoinders, Understanding Print vs Electronic Media, Mainstream vs, Local media coverage

18.00
Unit III: 

Crisis Communication - Examining Types of Crisis/Disasters, Proactive and Reactive Media Strategies; Use of Media in times of Crisis, Case Studies in ConflictResolution and Crisis Handling, CSR Strategies and Image Management Indices 

18.00

Understanding Brands, Brand Personality, Brand Image, Brand Identity, Brand Positioning, Brand Equity; Value addition from Branding Brand Loyalty and Customer loyalty, Communication with Media as Media Consumer and Audience

 

18.00
Unit V: 

Managing Brands; Brand Creation, Brand Extensions Brand-Product Relationships, Factors in conception and various stages of growth and maturity of brands, Ethical Practices 

Essential Readings: 
  1. Aaker, David, A Managing Brand Equity, New York, Free Press, 2018
  2. Cowley, Don Understanding Brands London, Kogan page,2019
  3. Czerniawski Richard D and Michael W. Maloney Creating Brand Royalty, AMACOM, New York, 2005
  4. Kapferer, J N Strategic Brand Management New York, Free Press, 2016
  5. Murphy, John A. Brand Strategy Cambridge, The Director Books, 2015
  6. Steward,P. Building Brands Directly London, MacMillan, 2014

 

References: 
  1. Upshaw, Lyhh B. Building board Identity: A Strategy for success in a Hostile market place New York, John Wiley, 2006
  2. SubrotoSengupta, Brand Positioning. Tata Mc Graw Hill, 2005
  3. Fiona Gilmore (Ed) Brand Warriors, Profile Books 2007
  4. John, Philip Jones, what is in a brand? Tata Mc Graw Hill 2011
  5. YLR. Moorthi, Brand Management:The Indian context, Vikas Publishing House, 2015

 

Academic Year: 
2021-2022
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