Advertisement & Brand Management (Theory)

Paper Code: 
25DJWT501 (A)
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to –

  1. Impart knowledge Advertisement & Brand Management in jewellery industry.
  2. Identify the competition in the market and develop Brand strategies for jewellery business accordingly.

 

Course Outcomes: 

Learning outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

COURSE Code

COURSE Title

25CJWT501

Advertisement and Brand Management

 

CO94:  Demonstrate an understanding of the overall role advertising plays in the business world.

 

CO95:  Distinguish the various advertising theories.

 

CO96: Develop a comprehensive understanding of advertising agency functions, ethical

considerations in advertising, and effective strategies for promoting jewellery brands and products.

 

CO97: Demonstrate   knowledge   of   the   nature   and   processes   of   branding   and   brand management.

 

CO98:  Appraise the key issues in managing a brand portfolio and making strategic brand decisions.

 

CO99: Contribute effectively in course-specific interaction

 

Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team work

Learning activities for the students: Self learning assignments, Effective questions, Seminar presentation, Giving tasks, Field practical

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

 

12.00
Unit I: 
Advertisements
  • Introduction to Advertising:  Definition, Meaning of advertising, Objectives/Functions of Advertising.
  • Types of Advertising
  • Various advertising media
  • Factors Influencing Media Decision

 

12.00
Unit II: 
Theories of Advertising

·         The Stimulus Response Theory and AIDA,

·         The Dagmar Model, Cognitive Dissonance Theory

·         Response Hierarchy Model- (Hierarchy of effects model, Innovation Adoption Model, Communication Model), Means End Theory (Leverage Points)          

New Trends in Advertising: Green Marketing, Digital Marketing, Omni
channel advertising, out stream videos, Remarketing

12.00
Unit III: 
Advertising Agency

·         Functions of Advertising Department ,Selection of an Advertising Agency,

·         Advertising and Society: Ethical Issues in Advertising, Social Criticism of Advertising, Advertising Statutory Bodies in India

·         Five M’s of advertisement                                         

·         Advantages of Jewellery Exhibitions & Trade Fairs 

Role of celebrity Endorsement in Jewellery Advertisement
 

12.00
Unit IV: 
Brand Management
  • Concept of Brand
  • Importance of Brand
  • Advantages & Disadvantages of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening online identity
  • Brand Equity
  • Brand Loyalty

 

12.00
Unit V: 
Types of Brands
  • Family branding/Umbrella branding
  • Corporate branding
  • Individual branding
  • Brand and Consumers
  • Buying Decisions
  • Perspectives on Consumer Behavior (Economic, Passive, Emotional & Cognitive)
  • Branded jewellery
  • Non-BrandedJewellery
  • Indian & International jewellery brands
  • Major jewellery Auction houses

 

Essential Readings: 
  • Chunawalla, S. A., &Sethia, K. C. (2008). Foundations of Advertising: Theory & Practice. Himalaya Publishing House.
  • Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi
  • Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi. 2007
  • Kotler, P. (2013). A framework for marketing management. Pearson Education India.

 

References: 
  • Wells, W., Burnett, J., Moriarty, S. E., Pearce, R. C., & Pearce, C. (2010). Advertising: Principles and practice. Englewood Cliffs, NJ: Prentice Hall.
  • Jaishri, J., &Shruti, J. (2006). Advertising Management. Oxford University Press, New Delhi, ISBN, 13, 978-0.
  • Verma, H. V. (2006). Brand management: Text and cases. Excel Books India.

 

Academic Year: 
2025-2026
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