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Digital Advertising and Branding (Theory) [1]

Paper Code: 
24SDMK502
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to understand digital advertising and develop digital branding strategies for achieving marketing objectives and enhancing brand equity.

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

 

24SDMK 502

 

 

Digital Campaign Management

 (Theory)
  • CO 174: Evaluate the effectiveness of digital advertising and brand management strategies in achieving marketing objectives and fostering brand equity.
  • CO 175: Identify the key differences between each type of digital advertising and assess their suitability for different marketing objectives and target audiences.
  • CO 176: Critically assess the performance metrics and key performance indicators (KPIs) associated with Search Engine Marketing.
  • CO 177: Develop strategic frameworks for building online brands that resonate with target audiences and differentiate from competitors in the digital marketplace.
  • CO 178: Synthesize a comprehensive understanding of brand positioning and challenges posed by the digital world.
  • CO 179:  Contribute effectively in course-specific interaction.

Approach in

teaching:

Interactive Hours, Discussion, Tutorials, Reading assignments

 

Learning activities

for the students:

Self-learning assignments, Effective

questions, Giving tasks

Class test, Semester end examinations, Quiz, Solving  problems in tutorials, Assignments, Presentation, Individual and group projects

 

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: 

1. Advertising Principles and Practices, Wells William, Burnett, John, Sandra, Pearson Education
2. Marketing and Branding: Indian Scenario, Kumar, Ramesh S., Pearson
3. Digital Marketing ,Vandana Ahuja, Oxford University Press, 2015

References: 

1. Advertising Promotion, Delch George, Michael A, McGraw Hill
2. Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGraw Hill
3. Dutta Kirti, Brand Management – Principles and Practices, Oxford University Press
4. Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalaya Publishing House

E- Resources:
1. https://books.google.co.in/books?hl=en&lr=&id=ThtHEAAAQBAJ&oi=fnd&pg=PR1... [2]

Academic Year: 
2024-2025 [3]

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Source URL: https://management.iisuniv.ac.in/courses/subjects/digital-advertising-and-branding-theory

Links:
[1] https://management.iisuniv.ac.in/courses/subjects/digital-advertising-and-branding-theory
[2] https://books.google.co.in/books?hl=en&lr=&id=ThtHEAAAQBAJ&oi=fnd&pg=PR1&dq=Digital+Advertising+and+Branding+book+pdf&ots=LOa8ntj8XS&sig=hoQ5h91wxDEq9aGtwUPCNxKbpEo&redir_esc=y#v=onepage&q=Digital%20Advertising%20and%20Branding%20book%20pdf&f=false
[3] https://management.iisuniv.ac.in/academic-year/2024-2025