MRM 324

Paper Code: 
DIGITAL ADVERTISING AND BRANDING
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
12.00

Introduction to Digital Advertising: Digital advertising, Objectives and Functions

12.00

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

12.00

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

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

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

 

Academic Year: 
2022-2023
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