ADVERTISING AND BRANDING FOR MARKETING PUBLIC RELATIONS (2/2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Define The Concept of Advertising and Branding For MPR Contex; Construct Advertising and Branding Campaign; Create Strategies to Build Brand Equity; Practice Advertising and Branding Campaigns to achieve the Company goals; Construct the business plan and evaluate the business model.

Topics:

1. Introducing Advertising & Promotion;
2. Advertising Models and Strategy;
3. Customer Profile;
4. The Next 10 Customers;
5. The Craft of Advertising Copywriting;
6. Advertising and Ethics;
7. High Level Product/Service Specification;
8. Quantify the Value Proposition;
9. Designing and Implementing Brand Architectures Strategies;
10. Introducing and Naming New Products and Brand Extension;
11. Chart Competitive Position;
12. Leveraging Secondary Brand Associations to Build Brand Equity;
13. Design Business Model.