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 |
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The student will be able to-
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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 |
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Introduction to Digital Advertising: Digital advertising, Objectives and Functions
Types of Digital Advertising: Types of Digital Advertising-Search Advertisements, Display Advertisements, Mobile Advertisements, Social Media advertisements, Email Advertisements and Video Advertisements
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
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.
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.
• 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