Digital Skills and Brand Management

Paper Code: 
DMC 123
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  • Understand the perception of digital marketing global landscape and Mobile Design Principles
  • Create deep understanding of the Brand, Image and Prestige, Loyalty and Positioning, Branding Architecture, Brand and Category Analysis - BID and CID 
  • Understand Branding Architecture,Brand Equity Models, Brand Equity and Image assessment and measurement

Learning Outcome:

1. Students would be able to acquaint themselves with the basics of Digital Marketing 

2. Students would get acquainted with the Types of Marketing, Performance Measurement and Audience Segmentation.

3. Students would be able to understand Brand Extension - Line and Category Extension, Brand Equity Models, Brand Equity and Image assessment and measurement

 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies 

Paper Code

Paper Title

DMC

I23

Digital Skills and 

Brand Management

CO07: Students would be able to acquaint themselves with the basics of Digital Marketing

CO08: Students would get acquainted with the Types of Marketing, Performance Measurement and Audience Segmentation.

CO09: Students would be able to understand Brand Extension - Line and Category Extension, Brand Equity Models, Brand Equity and Image assessment and measurement

Approach in teaching:

Lecture cum Discussion

Tool(Power Point Presentation)

Case study methodology can be applied

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical, Industry visits  & workshops 

Class test Continuous Assessment Test Semester end  examination

Assignments

Presentation.

 

15.00
  • Digital Skills for Marketing, Social Media, User Experience, Web Analytics, Artificial Intelligence, Bench Marketing. 
  • Understanding Digital Marketing Global Landscape    
10.00
  • PPC Marketing. E-mail Marketing, Mobile Design Principles, Mobile Optimization, Omni Channel Marketing, Performance Measurement
  • Audience Segmentation, Social Listening 
15.00
  • Brand - Meaning, Importance and Types, Brand Management, Brand Identity, Image and Prestige
  • Brand Differentiation - Meaning and Strategies, Brand Awareness, Loyalty and Positioning, Branding Architecture
10.00
  • Branding Strategies - Product Branding, Line Branding, Range Branding, Umbrella Branding, Source/Double Brandings, Endorsement Branding
  • Brand and Category Analysis - BID and CID 
10.00
  • Brand Extension - Line and Category Extension, Brand Equity Models, Brand Equity and Image Assessment and Measurement
References: 
  1. Digital Branding, Rowels,Daniel, 2018, London : Kogan Page Ltd.
  2. Brand Management, Gupta ; Jain, 2011, New Delhi : Alfa Publications
  3. Brand Management, Sagar,Mahim ; Singh,Deepali, 2012, New Delhi : Ane Books
  4. Brand Management, Kumar,Ajay, 2015, Delhi : Wisdom Publication

 

Academic Year: 
2023-2024
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