B327 Branding, Advertising and Promotions
This document addresses the content related abilities, with reference to the module. Abilities of
thinking, learning, problem solving, team work, communication, debating and defending are
addressed by the system wide curricular practices at the institute.
Module Synopsis
Branding, advertising and promotions are dynamic elements that drive an organisational growth
in meeting changing consumers’ needs and dollars. Branding is an important concept which
revolves around the creation of a name, term, sign design or a combination of them, and aims to
create a level of awareness and reputation in an increasingly competitive marketplace of today.
It is essential for organisations to develop and value-add to brands, with advertising and
promotional communications as important elements for brand marketing strategy.
This module introduces the students to the concept of dynamic brand exercise through an
understanding of branding, advertising and promotional concepts to create an integrated
marketing communication strategy. Students will learn how to create meaningful touch points
that marketers can engage and interact with consumers by designing successful branding
through the appropriate use of advertising and promotional tools.
Topics covered include: Brands and brand Management, brand positioning, brand elements to
brand equity, integrating marketing communications to build brand equity, measuring brand
performance, and sustaining brand equity.
Strictly Confidential. For Articulation Purpose Only.
Module Learning Outcomes
Throughout the course, students will learn:
Branding and Brand Management
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Understand the concept of brand and brand identity (1)
Explain the role and importance of branding (1)
Identify the steps in strategic brand management process (1)
Explain the concept of customer-based brand equity (2)
Evaluate the sources of customer-based brand equity (2)
Developing Brand Positioning
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Define brand positioning
Relate frames of reference, points of difference associations and points of parity
associations to brand positioning
Apply the guidelines for developing a good brand positioning
Design a brand mantra based on brand positioning
Building a Brand
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Define brand resonance
Describe the steps in building brand resonance
Identify the components of brand resonance model
Summarize the implication of brand building
Selecting Brand Elements to Build Brand Equity
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Identify the different types of brand elements
List the criteria for choosing brand elements
Describe the tactics in choosing different brand elements
Explain the rationale for mixing and matching brand elements
Designing Marketing Programs to Build Brand Equity
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Describe how marketing programs enhance brand equity
Discuss the ways product strategy can enhance product experiences
Analyse the ways different pricing strategies can be adopted to build brand equity
Apply how channel strategy can contribute to brand equity
Strictly Confidential. For Articulation Purpose Only.
Leveraging Secondary Brand Associations to Build Brand Equity
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Explain the eight main ways to leverage secondary associations
Describe how each of the eight ways of leveraging secondary associations can be used to
influence a brand
Discuss some issues in leveraging secondary associations from different entities
Developing Brand Equity Measurement
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Understand the need for measuring brands
Explain the steps in conducting a brand audit
Describe how to interpret a tracking study
Discuss the qualitative and quantitative research techniques for brand measurement
Integrated Marketing Communications in Branding and Setting Objectives
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Understand the role of integrated marketing communications (IMC) in branding
Understand the importance of setting objectives for advertising and promotions
Identify the characteristics of communication objectives
Explain the hierarchical model of advertising (DAGMAR)
Developing and Implementing Advertising Message
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Examine the considerations in selecting a source of a promotional message
Examine different types of message structures
Analyse the types of appeals used in the development of a message
Understand the various creative execution styles used in advertising situations
Evaluate creative approaches through basic criteria
Evaluation of Non-Digital Media
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Identify the different media classes
Understand the advantages and limitations of traditional media as advertising media
Examine the types of support media in IMC program
Select appropriate advertising media for a given product
Evaluation of the Internet and Interactive Media
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Understand the role of the Internet and interactive media
Identify the use of Web 2.0 media platforms
Discuss the different forms of internet advertising
Examine the latest revolution in digital and interactive media
Strictly Confidential. For Articulation Purpose Only.
Influencing Purchase Behaviour through Sales Promotions
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Understand how sales promotion is co-ordinated with advertising
Understand the role of sales promotion in IMC program
Examine the types of consumer- and trade-oriented sales promotion tools
Developing Media Plan and Establishing Budget
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Understand the media planning process
Describe the criteria in developing media plan
Evaluate the ways to determine relative costs of media
Describe the approaches to establishing promotional budget
Measuring Advertising Effectiveness
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Understand the reasons for measuring advertising program effectiveness
Describe the process of conducting research to measure advertising effectiveness
Identify the methods for pretesting and posttesting of advertisements
Understanding Ethics in Advertising
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Understand the social and cultural consequences of advertising
Consider the social and ethical criticisms of advertising
Strictly Confidential. For Articulation Purpose Only.
Module Syllabus
School/Centre
Academic Year
Module Name
: Centre for Enterprise and Communication
: AY 2013/2014 Semester 2
: B327 Branding, Advertising and Promotions
Learning Objectives:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Understand the basic elements of advertising and promotional communications
Understand the role of integrated marketing communications
Analyse the communication process
Develop media plan and strategy
Understand the roles of sales promotion, public relations, publicity and corporate
advertising
Understand the roles and importance of brands and the concept of brand equity
Understand key branding concepts, theories and tools related to brand management
Develop and manage integrated marketing communications program to support brand
development
Conceptualise creative and critical strategies to develop, position and measure brand
equity
Module Coverage
Allocated time per day
(One day-One problem PBL pedagogy)
Discussion
in Study
Cluster
4
Resource
gathering and
team work
3
Developing Brand Positioning
4
3
Building a Brand
4
3
Selecting Brand Elements to Build Brand
Equity
4
3
Designing Marketing Programs to Build
Brand Equity
4
3
Leveraging Secondary Brand
Associations to Build Brand Equity
4
3
Developing Brand Equity Measurement
4
3
Branding and Brand Management
Strictly Confidential. For Articulation Purpose Only.
Formal Lab
Experiment
Module Coverage
Allocated time per day
(One day-One problem PBL pedagogy)
Discussion
in Study
Cluster
4
Resource
gathering and
team work
3
Developing and Implementing
Advertising Message
4
3
Evaluation of Non-Digital Media
4
3
Evaluation of the Internet and Interactive
Media
4
3
Influencing Purchase Behaviour through
Sales Promotions
4
3
Developing Media Plan and Establishing
Budget
4
3
Measuring Advertising Effectiveness
4
3
Understanding Ethics in Advertising
4
3
Total = 15 problems = 105 hours
60
45
Integrated Marketing Communications in
Branding and Setting Objectives
Strictly Confidential. For Articulation Purpose Only.
Formal Lab
Experiment