Practical: 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.
  • Create advertising campaigns for print, radio and TV.

 

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): Students 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
  • Develop a house journal
18.00
  • 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
  • Developing an Advertising Communication Campaign or Concept strategy of a Product by the application of STP (Segmentation, Targeting and Positioning)
18.00
  • Copy Writing and production of advertisement campaign for Print, Radio and TV
18.00
  • Case Study of any one Advertising Campaign.
  • Behavioral Change Communication Strategy
Essential Readings: 
  • Public Relation and Press (2015). Javed Shaikh, Rajat Publications, New Delhi
  • Public Relations in India (2011). J.V Vilanilam, SAGE Publications, New Delhi
  • Public Relations Management in Media and Journalism(2016), Jagdish Vachani, Kanishka Publishers, New Delhi
  • Chhabra,A. (2011). Advertising. New Delhi. Surjeet Publications.
  • Jain, T.K. (2017). Advertising Media and Sales Promotion.Jaipur. Garima Publication
  • Jefkins,F. (1994). Advertising. India.Macmillian.
  • Larry, D. and Donald W. J. (2015). Advertising Media Planning: A Brand Management Approach. Delhi. Prentice Hall of India
References: 
  • Public Relations Principles,Cases and Problems (2004). Frazier H. Moore, Frank B. Kalupa, Surjeet Publication, New Delhi
  • Public-interest journalism: A guide for students (2014). Arvind Sivaramakrihnan, Orient Black Swan, New Delhi
  • Ogilvy, D. (2011). Confessions of an Advertising Man. London. Southbank Publishing.
  • Pandey, P. (2016). Pandeymonium: PiyushPandey on Advertising. New Delhi. Penguin Random House India.
  • Rabindranath, M. (2012). Advertising at a Glance. New Delhi.  DPS Publishing House.
  • Singh, P. (2012). Advertising Management.New Delhi. Anmol Publications.
  • Tailor, R.K. (2010). Advertising: Modern Methods. Jaipur. Aavishkar Publishers

 

E- Resources

 

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

 

Academic Year: 
2023-2024
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