ST.
JOSEPH’S DEGREE & PG COLLEGE
(Autonomous), Affiliated to Osmania University
DEPARTMENT OF BUSINESS MANAGEMENT
SEMESTER-V
BBA, BBA (IT), BBA (BA), BBA (FM) & BBA (ENTREPRENEURSHIP)
ADVERTISING & BRAND MANAGEMENT
DSE
w.e.f. 2020-2021 A.Y
SCHEME OF INSTRUCTION SCHEME OF EXAMINATION
Hours per Week : 5 Hrs. Maximum Marks : 100
Credits : 5 Internal Assessment : 40
Instruction Mode : Lecture External Examination : 60
Course Code : BM.07.301.14AT External Exam Duration : 3 Hrs
Course Objective: :
The course focuses on exposing students to the principles and practices of advertising , Brand
and develop the conceptual abilities in this functional area of marketing , which will help them to
prepare effectively for a career in the advertising and branding
Course Outcomes: On successful completion of this course, the students will be able:
CO1: To discuss the Concept of Advertising, History, functions of advertising.
CO2: To analyze the different Types of Advertising, department, designing advertising copy
and strategy used by the marketers.
CO3: To recognize the Concept of Branding, strategies, brand positioning.
CO4: To relate the Integration of advertising and Branding in marketing.
CO5: To demonstrate the Designing and implementing brand strategies.
Unit I: Introduction
Concept, Scope, Objectives, Fundamentals and History of Indian advertising, Types and
Functions of advertising, Advertising Department, functions , advertising agency functions.
Unit II: Advertising Copy and Design Strategy
Advertising copy, objectives, attributes of an effective advertising copy, types of advertising
copy, layout, functions and principles of layout, advertising appeals, copy writing, copy writing
for radio, TV and outdoor media, forms of TV commercials.
Unit III: Classification of Advertising
Classification on the basis of – Audience, Media, Advertiser and Area including Advertising in
Rural India Special purpose Advertising such as Green advertising, Political advertising,
Advocacy advertising, Retail advertising, Financial advertising Corporate image advertising,
comparative advertising, Primary / Generic advertising , Social advertising including Social
Advertising by Indian Government through Directorate of Advertising and Visual Publicity
(DAVP)
Unit IV: Introduction to Brands and Brand Management
Concept of Brand ,brand evolution, branding challenges and opportunities, Strategic brand
management process ,identifying and establishing brand positioning and values; Brand
building& brand repositioning.
Unit V: Implementing Brand Strategies
Designing and implementing brand strategies; Brand extension, brand equity, brand personality,
brand image. Integrating advertising and brand management
Text Books:
1. Aaker, Myers & Batra : Advertising Management , Prentice Hall, 10th Ed,2016
2. David Aaker , Building strong brands, Prentice Hall,10th Edition,2017
Reference Books:
1. Batra Rajeev, Myers John G., and Aaker David A Advertising Management ‐ ., 10th
ed., Prentice Hall India, New Delhi, 2016
2. Jaishree Jethwaney and Shruthi Jain Advertisingmanagement, 2nd Ed. Oxford University
Press, 2016
3. Belch G. and Belch M Advertising and Promotion, An Integrated Marketing
Communications Perspective ., 10th ed., Tata McGraw‐Hill Publishing Company
Limited, New Delhi, India, 2015
4. Kazmi S. H. H. and Batra Satish K Advertising and Sales Promotions ., 7th ed., Excel
Books, New Delhi, India, 2016
5. Jean Noel Kampferer , Strategic Brand Management, Excel Books 2015
6. Kogan Page ,Strategic Brand Management, Creating and Sustaining Brand Equity Long
term, Second Edition, , 6th Edition ,2016
BBA (Entrepreneurship) w.e.f. A.Y. 2020-2021,(Batch 2020-2023) Page 2
