Digital Advertising and Branding

Paper Code: 
SDMK 502
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
18.00
Unit I: 
Introduction to Digital Advertising

Digital advertising, Objectives and Functions

18.00
Unit II: 
Types of Digital Advertising

Types of Digital Advertising-Search Advertisements, Display Advertisements, Mobile Advertisements, Social Media advertisements, Email Advertisements and Video Advertisements

18.00
Unit III: 
Advertising for social media

Search Engine marketing, Content Management, Writing for the internet-Banners, Web Ads, Websites, Types of Internet Ads, Writing for Social Media-Instagram, Linkedin and Facebook

18.00
Unit IV: 
Digital Branding Concepts

Introduction, Emergence of virtual organization -Internet, E-Commerce, and Mobile Commerce. Building online brands, Building digital Brand experiences Challenges of digital branding Web Branding-Naming online brands, online brand Management.

18.00
Unit V: 
Positioning Digital Brands

Brand positioning in Digital world, critical success factors for digital branding.

Challenges for managing digital brands, digital branding strategies, and value promises for digital brands.

Essential Readings: 
  • Advertising Principles and Practices, Wells William, Burnett, John, Sandra, Pearson Education
  • Marketing and Branding: Indian Scenario, Kumar, Ramesh S., Pearson
  • Digital Marketing ,Vandana Ahuja, Oxford University Press, 2015
  • Advertising Promotion, Delch George, Michael A, McGraw Hill
  • Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGraw Hill
  • Dutta Kirti, Brand Management – Principles and Practices, Oxford University Press 
  • Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalaya Publishing House
Academic Year: 
2022-2023
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