Digital Advertising and Branding

Paper Code: 
MRM 324
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

                                   Course Objective

• To learn how to start advertising on digital platforms.

                                   Course Outcomes (COs):

Learning Outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

 
 

The student will be able to-

  1. Understand Digital advertising
  2. Learn different types of Digital advertising
  3. Developing advertising for social media platforms
  4. Develop digital Brand equity
  5. Position brands on digital platforms

 

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

 

12.00
Unit I: 
Introduction

Introduction to Digital Advertising: Digital advertising, Objectives and Functions

12.00
Unit II: 
Types of Digital Advertising:

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

12.00
Unit III: 
Advertising for social media:

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

12.00
Unit IV: 
Digital Branding Concepts:

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.

12.00
Unit V: 
Positioning Digital Brands:

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: 
2020-2021
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