Coming soon
Corporate Communication and Brand Management
This course will enable the students to -
- Analyse the role of CC in image building of a brand.
- Explain the value of cc in sustaining the image of a brand.
- Evaluate the theory and practices of Brand Management.
Course Outcome (COs):
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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JMC 324(C) |
Corporate Communication & Brand Management
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CO75(C):Students will have knowhow 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
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Continuous Assessment Test Semester end examination
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- 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
- 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
- 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
- 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
- Managing Brands
- Brand Creation
- Brand Extensions Brand-Product Relationships
- Factors in conception and various stages of growth and maturity of brands
- Ethical Practices
- Upshaw, Lyhh B. Building board Identity: A Strategy for success in a Hostile market place New York, John Wiley, 2006
- SubrotoSengupta, Brand Positioning. Tata Mc Graw Hill, 2005
- Fiona Gilmore (Ed) Brand Warriors, Profile Books 2007
- John, Philip Jones, what is in a brand? Tata Mc Graw Hill 2011
- YLR. Moorthi, Brand Management:The Indian context, Vikas Publishing House, 2015
E Resources
- https://www.studocu.com/in/document/galgotias-university/journalism-basics/basics-of-journalism-lecture-notes
- https://sde.uoc.ac.in/sites/default/files/sde_videos/Introduction%20to%20communication%20&%20Journalism.pdf
- https://nios.ac.in/online-course-material/sr-secondary-courses/mass-communications-(335).aspx
- https://www.academia.edu/34962540/MODULE_2_Notes_Print_Media_8_LANGUAGE_PRESS_IN_INDIA
- https://fliphtml5.com/oqkw/epln/basic
- https://rapodar.ac.in/pdf/elearn/Mass%20com%20Sem%20III%20%20notes.pdf
Reference Journals
- Media Watch
- The Indian Journal of Mass Communication and Journalism
- Journal of Media and Communication
- Amity Journal of Media and Communication Studies
- International Journal of Communication
- Critical Studies in Media Communication
- Aaker, David, A Managing Brand Equity, New York, Free Press, 2018
- Cowley, Don Understanding Brands London, Kogan page,2019
- Czerniawski Richard D and Michael W. Maloney Creating Brand Royalty, AMACOM, New York, 2005
- Kapferer, J N Strategic Brand Management New York, Free Press, 2016
- Murphy, John A. Brand Strategy Cambridge, The Director Books, 2015
- Steward,P. Building Brands Directly London, MacMillan, 2014
