Corporate Communication and Brand Management - Practical

Paper Code: 
25JMC 325(C)
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

Course Objective

This course will enable the students to develop core competencies in public relations, advertising, and brand management through practical writing skills, analytical thinking, and strategic evaluation. It emphasizes real-world applications via case studies, campaign planning, and industry-focused communication techniques.

 

Course Outcomes: 

Course Outcome (COs):

 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

25JMC325(C)

Corporate Communication and Brand Management - Practical

 

CO145: Demonstrate proficiency in PR writing for media, in-depth analysis of case studies from two international and two national firms.

CO146: Analyse public relations strategies, insights, and prepare for Interviews.

CO147: Evaluate STP strategies for advertising excellence.     

CO148: Apply copy writing techniques for various purposes.

CO149: Examine case studies related to brand management.

CO150:Contribute effectively in course-specific interaction.

Approach in teaching:

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

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: PR Writing and Publication
  • Writing for media, press notes, press release                                                           
  • In-depth analysis of Case studies of at least four firms (Two International and Two National)
  • Develop a house journal

 

18.00
Unit II: 
Unit II: Mastering Public Relations
  • 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: 
Unit III: STP Strategies for Advertising Excellence
  • Developing an Advertising Communication Campaign or Concept strategy of a Product by the application of STP (Segmentation, Targeting and Positioning)

 

18.00
Unit IV: 
Unit IV: Copy Writing Techniques
  • Copy Writing and production of advertisement campaign for Print, Radio and TV

 

18.00
Unit V: 
Unit V: Case Studies
  • Case Study of any one Advertising Campaign
  • Behavioral Change Communication Strategy

 

Essential Readings: 

Essential Readings:

  • Shaikh, J. (2015). Public relation and press. Rajat Publications.
  • Vilanilam, J. V. (2011). Public relations in India. SAGE Publications.
  • Vachani, J. (2016). Public relations management in media and journalism. Kanishka Publishers.
  • Chhabra, A. (2011). Advertising. Surjeet Publications.
  • Jain, T. K. (2017). Advertising media and sales promotion. Garima Publication.
  • Jefkins, F. (1994). Advertising. Macmillan.
  • Dwyer, L., & Jugenheimer, D. W. (2015). Advertising media planning: A brand management approach. Prentice Hall of India.

     

    References: 

    Suggested Readings:

    • Moore, F. H., & Kalupa, F. B. (2004). Public relations principles, cases and problems. Surjeet Publication.
    • Sivaramakrishnan, A. (2014). Public-interest journalism: A guide for students. Orient Black Swan.
    • Ogilvy, D. (2011). Confessions of an advertising man. Southbank Publishing.
    • Pandey, P. (2016). Pandeymonium: Piyush Pandey on advertising. Penguin Random House India.
    • Rabindranath, M. (2012). Advertising at a glance. DPS Publishing House.
    • Singh, P. (2012). Advertising management. Anmol Publications.
    • Tailor, R. K. (2010). Advertising: Modern methods. Aavishkar Publishers.

    E- Resources:

    Academic Year: 
    2025-2026
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