Corporate Communication and Brand Management

Paper Code: 
25JMC324(C)
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

Course Objective

This course will enable the students to understand the role of corporate communication strategy, evaluate media relations through case studies, assess CSR's impact on image management, and comprehend key branding concepts.

 

Course Outcomes: 

Course Outcome (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

25JMC324(C)

Corporate Communication & Brand Management (Theory)

 

CO121: Analyse and plan corporate communication campaigns. 

CO122: Demonstrate proficiency in various communication channels.

CO123: Analyse the use of media in times of crisis and evaluate case studies.

CO124:  Evaluate communication strategies for building brand loyalty and customer loyalty.

CO125: Develop strategies for managing brands effectively.

CO126: Contribute effectively in course-specific interaction.

 

Approach in teaching:

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

and writing practise

 

Learning activities for the students

Self-learning assignments, Effective questions, Simulation, Seminar presentation, s, Field work

 

Continuous Assessment Test

Semester end examination

 

 

18.00
Unit I: 
Unit I: Crafting Corporate Communication Strategies
  • 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: 
Unit II: Mastering Communication Channels and Media Writing
  • 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: 
Unit III: Navigating Crisis Communication and CSR Strategies
  • Crisis Communication - Examining Types of Crisis/Disasters
  • Proactive and Reactive Media Strategies
  • Use of Media in times of Crisis
  • Case Studies in Conflict Resolution and Crisis Handling
  • CSR Strategies and Image Management Indices

 

18.00
Unit IV: 
Unit IV Understanding Brand Dynamics and Media Interaction
  • 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: 
Unit V : Strategic Brand Management and Ethical Practices
  • 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: 

Essential Readings:

  • Aaker, D. A. (2018). Managing brand equity. Free Press.
  • Cowley, D. (2019). Understanding brands. Kogan Page.
  • Czerniawski, R. D., & Maloney, M. W. (2005). Creating brand royalty. AMACOM.
  • Kapferer, J. N. (2016). Strategic brand management. Free Press.
  • Murphy, J. A. (2015). Brand strategy. The Director Books.
  •  Stewart, P. (2014). Building brands directly. Macmillan.

 

References: 

Suggested Reading:

  • Upshaw, L. B. (2006). Building brand identity: A strategy for success in a hostile marketplace. John Wiley.
  • Sengupta, S. (2005). Brand positioning. Tata McGraw-Hill.
  • Gilmore, F. (Ed.). (2007). Brand warriors. Profile Books.
  • Jones, J. P. (2011). What is in a brand? Tata McGraw-Hill.
  • Moorthi, Y. L. R. (2015). Brand management: The Indian context. Vikas Publishing House.

E Resources:

Academic Year: 
2025-2026
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