Course Code:

Course Names: Brand Building

Credit: 3, Type: L:T:P, 3:0:0
Lecture: 45 hours
Course Objective

 To study the concept of Brands

 To study the process of building brands
 To study its importance to the consumer and advertisers

Course Content:

Unit 1: The Brand and Fundamentals of Branding:

What is a Brand - Brand vs. Product - Why Brands Matter? - Can anything be branded, Process
of Branding, Advantages and Limitations of Branding, Brand Building Blocks (Obstacles
To/Difficulties in Building Strong Brands), Brand Vision with Respect To Generic Brand Status,
Product vs. Corporate Branding, Brand Perspectives, Stages of Brand Evolution, Brand and
Consumer.

Unit2: Branding Strategies and Positing

Manufacturer Branding (National Brand) And Distributor Branding (Private/store Brand), Multi-
Product Branding Strategy and Multi-Branding Strategy, Mixed Branding, Brand Licensing, Co-
Branding - Composite Co-Branding - Ingredient Co-Branding, Brand-Product Matrix, Brand
Hierarchy.

Unit3: Brand Personality

The importance of creating Brand Personality, Attributes that affect Brand Personality, Factors
that affect Brand Personality, Brand Personality Models - Relationship Model - Self Expressive
Model - Functional Benefit Model, The Big Five, User Imagery.

Suggested Readings:

 David, A Aker, Building strong brands, the free press, 1996

 Deirdre Breakenridhe cyber branding-Financial Times-Prentice Hall 2001
 John Philip Jones, what’s in a brand-building brand equity through advertising, Tata McGraw
Hill 2001
 Al Ries and Laura Ries, the 11 Immutable Laws of internet branding, Harper Collins, 2001
1th Semester Syllabus for Core and Applied Component Courses in Mass Media. St. Xavier’s
College –Autonomous, Mumbai.
 Susannah Hart and John Murphy 7, brands the new wealth creators, Macmillan business, 1998
 Kumar, Ramesh S, Marketing and branding-Indian scenario,----, 2007
 Keller, Kevin Larie-Strategic brand management, Prentice Hall of India 2003

MITADT/ISBJ/Program Curriculum/Bachelors of Journalism and Mass Communication Page 1

 Course Code:
Course Name: Corporate Communication
Credit: 3, Type: L:T:P, 3:0:0
Lecture: 45 hours

Objective:

To make students have and learn basic understanding of corporate communication and its role in
corporations. Also, to advocate them the different perspectives on corporate communication.

Course Content:

Unit 1: Defining Corporate Communication. What is the difference between a corporation’s

vision, mission and objectives? Why Corporate Communication is Important? Guidelines for
effective Corporate communication,Function of Corporate Communication Department,Scope of
Corporate Communication.

Unit 2: Stakeholder Theory: Defining and Segmenting Stakeholders in Corporate

Communication,Various kinds of Organizational Communications,Elements of a Corporate
Communication Plan, Press Releases,Press Conference.

Unit3: Corporate Communication Strategies and Tools: Crisis Communication -

Communication in times of Crisis and Conflict, Corporate Image Management, Corporate
Identity, Events, Sponsorships, Corporate Advertising ,CC/PR in Brand Building, Corporate
Social Responsibility and the role of corporate communications therein., Investor Relations.

CCE Activity:

 Team Presentation: Students have to take 5 companies and then tell us how each
company use media to communicate to its stakeholders as part of its corporate
communication? 15 marks
 Individual Assignment-The Role of Corporate Communication in Handling
Organizational Crisis with 2 Case Studies. 15 marks

Suggested Reading:
 Corporate Communication (4 edition.). Los Angeles: Sage Publications Ltd.
 Miller,K.(2012). Organizational Communication. Approaches and Processes
(6th· Edition.)
 Frandsen, F. and Johansen, W. (2010). Strategy, Management, Leadership and Public
Relations (in Heath, R., ed., the Sage Handbook of Public Relations). Los Angeles: Sage

MITADT/ISBJ/Program Curriculum/Bachelors of Journalism and Mass Communication Page 2