BRANDING AND ADVERTISING (2/2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to :

1. Identify the branding concept and issues in some product and services ;
2. Apply the strategic branding to build the strong brand as measured by the brand equity ;
3. Create the effective messages of integrated advertising to communicate the brand to the public.

Topics :

1. Brand Basics;
2. Brand Process 1: Conducting Research;
3. Brand Process 2: Clarifying Strategy;
4. Brand Process 3: Designing Identity;
5. Brand Process 4: Creating Touchpoints;
6. Brand Process 5: Managing Brand;
7. Measuring Brand Equity;
8. Advertising Management;
9. Advertising Design: Effective and Creative Ad Messages;
10. Advertising Design: Message Appeals & Endorsers;
11. Traditional Advertising Media;
12. Online & Mobile Advertising;
13. Social Media;
14. Brand Process 1: Conducting Research;
15. Brand Process 2: Clarifying Strategy;
16. Brand Process 3: Designing Identity;
17. Brand Process 4: Creating Touchpoints;
18. Brand Process 5: Managing Brand;
19. Measuring Brand Equity;
20. Advertising Management;
21. Advertising Design: Message Strategies;
22. Advertising Design: Message Appeals & Endorsers;
23. Traditional Advertising Media;
24. Online & Mobile Advertising ;
25. Social Media.