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Digital Skills and Brand Management [1]

Paper Code: 
DMC123
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives

 

This course will enable the students to develop digital marketing skills and enhance their critical analysis abilities in order to drive brand growth.

 

Course Outcomes (COs):

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24DMC123

Digital Skills and Brand Management (Theory)

CO13: Explore different digital marketing concepts.

CO14: Critically evaluate the performance of digital marketing channels.

CO15: Examine the fundamentals of content management and brand development.

CO16: Analyse brand extension approaches and branding strategies.

CO17: Critically evaluate the effectiveness of brand extension strategies.

CO18: Contribute effectively in course-specific interaction.

Approach in teaching:

Lecture cum Discussion

Tools (Power Point Presentation)

Case study methodology can be applied

 

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks and workshops 

Class test 

Continuous Assessment Test 

Semester end examination

Assignments

Presentation

 

12.00
Unit I: 
Digital Marketing Fundamentals
  • Introduction to Digital Skills: Marketing, Social Media, User Experience, Web Analytics, and Artificial Intelligence
  • Overview of Digital Marketing Global Landscape
  • Bench Marketing Techniques and Strategies
12.00
Unit II: 
Digital Marketing Channels
  • Pay-Per-Click (PPC) Marketing: Principles and Best Practices
  • Effective Email Marketing Strategies
  • Principles of Mobile Design and Optimization
  • Implementing Omni-Channel Marketing Approaches
  • Performance Measurement and Analytics
  • Audience Segmentation Strategies and Social Listening Tools
12.00
Unit III: 
Content Management and Brand Development
  • CMS: Characteristics, importance and challenges
  • Understanding Brand: Meaning, Importance, and Types
  • Brand Management Essentials
  • Crafting Brand Identity, Image, and Prestige
  • Strategies for Brand Differentiation and Positioning
  • Building Brand Awareness and Loyalty
  • Essentials of Branding Architecture
12.00
Unit IV: 
Advanced Branding Strategies
  • Exploring Branding Strategies: Product, Line, Range, Umbrella, Source, and Endorsement Branding
  • Brand and Category Analysis: BID (Brand Identity Development) and CID (Category Identity Development)
12.00
Unit V: 
Brand Growth and Equity
  • Brand Extension Strategies: Line and Category Extensions
  • Models for Assessing Brand Equity
  • Methods for Evaluating Brand Image and Prestige
  • Enhancing Brand Equity through Strategic Marketing Initiatives
Essential Readings: 
  • Randall, G. (2007). Branding: A Practical Guide to Planning your Strategy [Paperback]. Crest Publishing House. 
  • Van Den Bergh, J., & Behrer, M. (2016). How Cool Brands Stay Hot: Branding to Generations Y and Z [Paperback]. Kogan Page Ltd.
  • Heding, T., Knudtzen, C. F., & Bjerre, M. (2015). Brand Management: Research, Theory and Practice (2nd ed.). Taylor & Francis. 
  • Singh, P. P., & Sharma, S. (Eds.). (2004). Web Advertising and Online Marketing: Technologies and Strategies for E-marketing. Deep & Deep Publications.
References: 

Suggested Readings:

 

  • Smith, P. R., & Zook, Z. (2019). Marketing Communications: Integrating Offline and Online with Social Media. Routledge.
  • Strauss, J., & Frost, R. (2020). E-Marketing. Routledge.
  • Dave, C., & Safko, L. (2018). The Social Media Bible: The Comprehensive Guide to Social Media Marketing. John Wiley & Sons.
  • Halvorson, K. (2012). Content Strategy for the Web. New Riders.
  • Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
  • Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page.
  • Aaker, D. A. (2012). Building Strong Brands. Simon and Schuster.
  • de Chernatony, L., & McDonald, M. (2013). Creating Powerful Brands. Routledge.
  • Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.

 

E-Resources:

 

Academic Year: 
2024-2025 [8]

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Source URL: https://journalism.iisuniv.ac.in/courses/subjects/digital-skills-and-brand-management-1

Links:
[1] https://journalism.iisuniv.ac.in/courses/subjects/digital-skills-and-brand-management-1
[2] https://www.mygreatlearning.com/blog/the-fundamentals-of-digital-marketing/
[3] https://learn.saylor.org/mod/book/view.php?id=53957&chapterid=38933
[4] https://www.marketingevolution.com/knowledge-center/topic/marketing-essentials/omnichannel#:~:text=Omnichannel%2520marketing%2520is%2520the%2520integration,digital%2520channels%2520(e.g.%2520websites)
[5] https://www.bidnamic.com/resources/what-is-ppc-in-digital-marketing#:~:text=PPC%2520or%2520pay%252Dper%252Dclick,to%2520driving%2520website%2520visits%2520organically
[6] https://www.qualtrics.com/au/experience-management/brand/brand-equity/
[7] https://www.investopedia.com/terms/b/brand-extension.asp#:~:text=The%2520strategy%2520behind%2520a%2520brand,offerings%2520from%2520the%2520same%2520brand
[8] https://journalism.iisuniv.ac.in/academic-year/2024-2025