Corporate Communication and Brand Management

Paper Code: 
JMC 325(C)
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to –

  • Develop a PR Campaign for an organization.
  • Develop a pre-post crisis strategy for a firm/organization.
  • Develop advertising campaigns for print, radio and TV.
  • Develop a case study of one advertising campaign.

Learning Outcome:

  1. Students would learn the development of advertising for all the media.
  2. Students would be able to know about the role and importance of advertising in the media.
  3. Learners will have the knowledge of self-employment.
  4. Students will have an idea about working in advertising world.

 

Course Outcome (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper   Code

Paper Title

JMC 325(C)

Corporate Communication and Brand Management 

 

CO 79(C): Students would learn the development of advertising for all the media.

CO 80(C): Students would be able to know about the role and importance of advertising in the media.

CO 81C): Learners will have the knowledge of self-employment.

CO 82(C): Stude                                                                                                                                                                                      nts will have an idea about working in advertising world.

 

Approach in teaching:

Lecture cum DiscussionTool (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

In-depth analysis of Case studies of at least four firms (Two International and Two National); Writing for media, press notes, press release and develop a house journal

 

18.00
Unit II: 

Planning, executing and evaluating a Press conference for an organization and preparing Backgrounders. Studying the working of popular PR agencies in India and abroad. Conducting interviews of Public Relations Professionals

 

18.00
Unit III: 

Developing an Advertising Communication Campaign or Concept strategy of a Product by the application of STP (Segmentation, Targeting and Positioning)

 

18.00
Unit IV: 

Copy Writing and production of advertisement campaign for Print, Radio and TV

 

18.00
Unit V: 

Case Study of any one Advertising Campaign.Behavioral Change Communication Strategy

 

Academic Year: 
2021-2022
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