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Digital Skills and Brand Management [1]

Paper Code: 
25DMC123
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objective:

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: 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

 25DMC123

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, Simulation, Seminar presentation, 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: 

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:

 

%20same%20brand [7]

 
Academic Year: 
2025-2026 [8]

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Source URL: https://journalism.iisuniv.ac.in/courses/subjects/digital-skills-and-brand-management-2

Links:
[1] https://journalism.iisuniv.ac.in/courses/subjects/digital-skills-and-brand-management-2
[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#%3A~%3Atext%3DOmnichannel%20marketing%20is%20the%20integration%2Cdigital%20channels%20(e.g.%20websites)
[5] https://www.bidnamic.com/resources/what-is-ppc-in-digital-marketing#%3A~%3Atext%3DPPC%20or%20pay%2Dper%2Dclick%2Cto%20driving%20website%20visits%20organically
[6] https://www.qualtrics.com/au/experience-management/brand/brand-equity/
[7] https://www.investopedia.com/terms/b/brand-extension.asp#%3A~%3Atext%3DThe%20strategy%20behind%20a%20brand%2Cofferings%20from%20the%20same%20brand
[8] https://journalism.iisuniv.ac.in/academic-year/2025-2026