Course Outline

Programme: PGDM (FMG/IMG)

Name of the Course: Advertising and Brand Management Credit: 01
Term: 5 Academic Year: 2017-2018
Faculty: Prof. Payal S. Kapoor Office Contact No.: 521
Email ID: payal@fsm.ac.in

Introduction

Brands are key intangible asset that firms possess. Research has found profitability to be directly
linked with a firm’s ability to differentiate its products and to build strong brands. Given the
proliferation in products and brands the job of a marketer gets more and more challenging. For an
emerging market like India wherein global brands have made the market so much more
competitive, brands become one of the key sources of a Sustainable Competitive Advantage. More
over the Indian media industry is likely to more than double in the coming years. The projected
revenues of the industry will grow from 1,120 (2013, Rupees in billion) to 2,272 (2018, Rupees in
billion). Digital media will see the maximum increase, of 28%, and television and print media will
remain the largest contributors1. With the industry poised to clock an overall CAGR of over 15%,
this course endeavors to better prepare business management participants with thorough
understandings of advertising management - theories and practices- and brand management –
theories and practices.

Objective

Course is designed to offer concentrated knowledge of the concepts and practices of advertising
and brand management contextual to today’s business environment. The objective of the course is
to deepen participant’s understanding of the theories and practices related to strategic and tactical
marketing communication decisions. Participants get an orientation of the brand management
system and various promotional mix elements, how they all integrate towards achievement of the
brands/ organization’s marketing objectives. At the end of the course Participants will be better
equipped in taking brand-related decisions and develop marketing communication campaigns.

Text book

Advertising and Integrated Marketing Communications by Kruti Shah. Publisher McGraw Hill
Education (India) Pvt Ltd. , 2014. (Going forward referred as KS)

1
http://articles.economictimes.indiatimes.com/2014-09-17/news/54025161_1_chandrajit-banerjee-internet-
segment-digital-media retrieved on 18th September 2014.

1
Reference books

The New Strategic Brand Management: Creating and sustaining brand equity long term (4th
Edition) by JN Kapferer (Going forward referred as Kapferer)

Integrated Advertising, Promotion and Marketing Communications (Sixth Edition) by Kenneth

E. Clow & Donald Baack, Pearson, New Delhi (2013)(Going forward referred as Clow & Baack)

Advertising & Promotion - An Integrated Marketing Communications Perspective (Seventh

Edition) by George E Belch, Michael A Belch and Keyoor Purani, The McGraw-Hill, New Delhi

Ogilvy on Advertising by David Ogilvy, Carlton Publishing Group, London.

Advertising Management (Fifth Edition) by Rajeev Batra, David A. Aaker & John G. Myers,
Prentice Hall, New Delhi (Going forward referred as Batra)

Integrated Marketing Communications: Putting It Together & Making It Work by Don E. Schultz,
Stanley Tannenbaum & Robert E Lauterborn, NTC Business.

Pedagogy

There will be 20 sessions of 90 minutes each, consisting of conceptual discussion, cases, group
and individual exercises. Guideline for group exercises and case analysis have been provided
below. Sessions will be interactive and all participants are expected come prepared and reflect on
the cases and readings in the classroom session

Evaluation

Class Participation : 10%

Group Assignments/ Projects : 30%

Mid Term : 20%

Final Exam : 40%

Case Analysis

Case analysis is a group task. All groups for all cases covered in the course will prepare a Group
Analysis Presentation. Presentations must be submitted by the groups before the session. Few
groups will be randomly called for presenting their analysis in the class. The analysis must be
structured on these lines:
Presentation.
•Defining the key issue(s)
2
•Decision problem identification
•Generating alternatives
•Developing decision criteria
•Analyzing and evaluating alternatives on the basis of decision criteria
•Selecting the preferred alternative
•Developing an action/implementation plan

Assignment 1: Part 1: Objective of this assignment is let the participants apply the learning of
sessions 1 to 4. Each participant will be assigned a brand. They have to select the latest TVC of
the brand that was aired in India and present their analysis to class. Analysis needs to cover the
following:

1. Identify the overarching Marketing Objective

2. Who is the Ad talking to? (Target Group)
3. Identify Advertising objecting in form of the Intervening and Behavioral Variables
4. Explain the Advertising Design: Appeal , Message Strategy and Executional Framework
5. Explain the means-end-chain

Time allotted to each is 5-7 minutes. Please use PPT to explain the above analysis and please show
the TVC chosen for analysis

Part 2: Conceptualize a new Big Idea – if the brand was to make another TVC to
communicate the same strategic message (as communicated in the TVC analyzed), suggest another big
idea ( Look at page 231 of your book to read examples of Big ideas of some popular brands). - What
is expected is that participants explain the big idea with a few executional elements like – prepare story
board, explain what can be the Tag line, what kind of music will be used , appeal elements and
executional framework

Assignment 2: Objective of this assignment is to allow the participants understand how message
is influenced by choice of media. All groups have to create two radio spots, of 20-30 seconds each,
for a fictitious brand of any product category. The ads must have a different advertising objective.
First ad can be thematic and other tactical, or any other difference between the two ads can be
followed. A small explanation must be given by the team once the radio spot is played. Please
power point for this purpose.

Time allotted to each is 5-7 minutes.

Assignment 3: Good PR Bad PR: Groups will have to select a brand that has faced a recent public
opinion backlash. Groups are expected to research and present to the class how the organization
was impacted, what they did, was it a miss or a hit. Brands may be: United airlines, Pepsi, Uber,
Samsung phone explosions, Tata leadership battle, Maggi, Volkswagen

Assignment 4: ( Due last two sessions) In this assignment participants apply their learning of the
full course. Participants are expected evaluate both branding and marketing communication
3
strategies of the Brand chosen by them in Assignment 1. Therefore there are two parts of the
Assignment:

Part A: Using the following branding theories - Brand Positioning Work sheet (Marketing
Management, Kotler & Keller , 15th Edition, page 311); Brand Elements Critique ( refer to Fig 4-
8 , page 149 of Keller) ; Brand Architecture details and revitalization efforts if any over the life of
the brand - critically analyze and evaluate the current branding strategy and practices being used
by the Brand .

Part B: Participants must closely observe an IMC campaign, executed by the Brand. Campaign
details to be presented in the class, details must include:

1. Brand’s competitive position ( dominant competitors; market shares; two closest

competitors marketing communication strategy)
2. Give thorough detailing of the integrated communication plan executed by the brand;
identify all the promotional tools/media used and campaign objective.

Time allotted to each participant – 15 to 18 mins.

General Guidelines:
1. All participants are expected to meaningfully participate in each and every session and
demonstrate that they have thoroughly read all of the assigned material.
2. All the additional reading material can be downloaded from the library resources
(http://www.fsm.ac.in/lib_resources.html , EBSCO Business Source- Premium).
3. There will be zero tolerance to the use of mobile phones during the session. Here use
includes even looking at the phone.
4. All sessions will begin promptly and late entrants will not be allowed.
5. Class participation is critical for effective learning. Class participation will be graded on
the basis of constructive discussion points brought forward by the participant during the
lecture. The instructor may also cold call on participants.
6. Any form of plagiarism will lead to a score of zero in that component, whether individual
or to the whole group (to know more about Plagiarism please read
http://www.indiana.edu/~wts/pamphlets/plagiarism.shtml ).
7. If any form of feedback is desired, participants are free to visit the instructor personally.
Evaluation components may or may not have a structured feedback mechanism. This
should not deter participant from seeking feedback, if he/she so desires.
8. All deadlines have already been mentioned. No extensions will be allowed.

Schedule of Sessions

4
Session Topic Session Reference Reading Case Reference

Introduction to the concept of Brand How Would the Marketing Mix Change at KS Chapter 1 , Kapferer
Management ,Advertising & IMC 1 Different Stages of the Product Life Cycle? Chapter 1

Book Chapter - Advertising Research Batra -

Chapter called How Advtg Works , some research
The big Idea 2 results, Chapter 5 (pg 151-169); Benetton History KS Chapter 6, 7
The Agency: Selecting/Using/Pitching 3 KS Chapter 5
Uggla, H. (2015). Positioning in the Mind Versus
Brand Extension: The Revision of Ries and Case – Harley’s
Brand Tools - Identity & Positioning 4 Trout. IUP Journal of Brand Management, 12(1). Corner Kapferer Chapter 7
Brand Tools - Positioning, Personality and Scorpio Case
Experience 5 (IIMA) Kapferer Chapter 5
Luxury Brand Advertising 6 Devil wears Prada
Assignment 1 7
Advertising Goal & Brief 8 Vardaan KS Chapter 18
Keller, K. L. (1993). Conceptualizing, measuring,
and managing customer-based brand equity. the
Journal of Marketing, 1-22. ; Aaker, D. A.
(1996). Measuring brand equity across products
and markets. California Management Review, Kapferer Chapter 1 , Kotler
Brand Equity 9 38(3), 103. Chapter 10
Creative Execution in Print and Broad cast Media 10 KS Chapter 8,9 & 10
Media Planning 11 KS Chapter 15,16 & 17

Media Planning 12 In class Exercise

Assignment 2 13

5
 "Users of the world unite !" Business Horizon
(2010); "What marketers misunderstand about
online reviews" Harvard Business Review (2014);
"Mobilize the people to shape your brand"
Digital Media and Marketing 14 Marketing Week (2010)
'Managing a Multi Brand Portfolio' chapter from Case McDonald
Brand Extension and Brand Architecture 15 the book by J. N. Kapferer Hotel Kapferer Chapter 12
Other Promotion- Direct Marketing, PR, Raghubir, P., Inman, J. J., & Grande, H. (2004). Ahmedabad Red
Corporate Communication The three faces of consumer promotions. Cross ( Pages 498-
Assignment 3 16 California Management Review, (46), 23-42. 501) KS Chapter 11,12 & 13
Other Promotion - Sales Promotion 17 KS Chapter 11,12 & 13
Case Pepsi’s new
Brand Rejuvenation, Repositioning 18 positioning
Assignment 4 Group Presentation 19
Assignment 4 Group Presentation & Wrap up 20

6
7