understanding abc
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UNDERSTANDING A B C:
Advertising,Branding &
CommunicationSeptember 5 to November 2, 2010
9.30 a.m. to 12.30 p.m.(10 Sundays)
(October 17 and November 7 Holiday)Venue:
Torrent-AMA Management Centre, Core-AMA Management House,
ATIRA Campus, Dr. V.S. Marg, Ahmedabad 380 015
INTRODUCTION:The idea of this workshop stems from two independent developments existingin the current market scenario. Firstly, due to an increasingly cluttered brand
environment, existing businesses and their products are losing theiruniqueness forcing them to compete within a highly competitive market witheroding profit margins. Secondly, due to the opening up of the economy, manysmall businessmen and entrepreneurs are looking for establishing marketpresence for their products and services. Given this scenario, the success of a
business / service / product depends heavily on the development, maintenance
and evolution of its BRAND.
Course Contents:In that context, this course attempts to discuss and teach selected concepts,tools and techniques from three distinct streams:A. Advertising PracticesB. Brand Management ConceptsC. Communication Theories
Course Outline:
1. Advertising and Society
Session 1 : Understanding Advertising Ethics (1hr)Break : (1/2 hr)Session 2 : Understanding ethical issues: conclusion and discussion (1 hours)Total time required: 3 hours (including break)
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2. Importance of a Creative Brief
Session 1 : Explanation of a brief and assignment (1hr)Break : assignment preparation (1hr)
Session 2 : Assignment discussion (1hr)
Total time required: 3 hours (including break)
3. Role of Advertising Campaigns
Session 1: Case study : Sunkist Growers Campaign (1hr)Break : Case study preparationIn class (1hr)Session 2 : Case Discussion (1hr)Total time required: 3 hours (including break)
4. Traditional Vs Non Traditional Media
Session 1 : Explaining the conceptCase study: BMW Roadster RZ launch: Introduction (1hr)Break : assignment preparation in class (1hr)
Session 2 : Assignment discussion (1hr)Total time required: 3 hours (including break)
5. Positioning a BrandSession 1 : Explaining the conceptCase study : Smash Innerwear: Introduction (1hr)Break : assignment preparation. In class (1hr)
Session 2 : Assignment discussion (1hr)
Total time required: 3 hours (including break)
6. Developing a Communication StrategySession 1 : Understanding a Communication Strategy (1hr)Case : Campbell soupBreak : (1/2 hr)
Session 2 : Developing a Communication Strategy (1hr)Session 3 : Discussion (1/2 hr)Total time required: 3 hours (including break)
7. Brand Architecture
Session 1 : Understanding Brand Identity/EssenceCase study : Sunfeast Masterbranding: Introduction (1hr)Break : Understanding the biscuit market, In class preparation (1hr)Session 2 : Developing the Sunfeast Masterbrand (1hr)Total time required: 3 hours (including break)
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8. Branding Commodities - 1
Session 1 : Understanding Differentiation (1hr)Break : (1/2 hr)
Session 2 : Understanding differentiation: conclusion and discussion (1
hours)Total time required: 3 hours (including break)
9. Branding Commodities - 2
Session 1 : Understanding Packaging and Advertising (1hr)Break : (1/2 hr)Session 2 : Understanding Packaging and advertising: conclusion anddiscussion (1 hours)Total time required: 3 hours (including break)
10.Branding Commodities - 3Session 1 : Understanding Distribution Challenges (1hr)Break : (1/2 hr)Session 2 : Understanding Distribution Challenges: Conclusion and Discussion(1 hours)Total time required: 3 hours (including break)
For Whom:
l Fresh graduates looking for a career in any of the following fields: MarketingManagement; Brand Management; Product management; Advertising; Event
management; Business Communicationl Those already working as Marketing Managers, Brand Managers, ProductManagers, Advertising Managers and other Marketing CommunicationSpecialists, who may not have an academic background in Management,Marketing Communication, or Advertising.l Small Business Owners and Entrepreneurs who are seeking to establish a
unique/ differentiated identity for their businesses and/or product offerings.l Anyone seeking to create marketable skills, competence, products, or services,but still struggling to communicate the same to their target markets
Course Duration & Pedagogy:
l This Course will be conducted over THIRTY (30) hours, scheduled in three-hour-modules, during TEN Sundays.l Starting from Sept. 5 to Nov. 2, 2010- 9.30 a.m. to 12.30 p.m.
l Multi-model teaching/ learning methodologies will be used including LectureDiscussions, Case Studies, Group Assignments, and Critiques of a few pastCommunication Campaigns etc.
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Faculty: Mr Priyesh Balakrishnan.
A senior communication professional with nearly ten years of Marketing,Advertising and Brand Strategy experience in organizations like Unilever,
J. Walter Thomson, Ogilvy and Mather, Lowe Lintas, Draft-FCB-Ulka etc. He
has handled communication and branding strategies for a variety of brandslike Brooke Bond, Kissan, Sunfeast, Titan, Indian Terrain, Future Group andothers; across product categories. He is also Faculty at various AMA coursesand has published several articles related to branding and advertising strategy.
Fee: Rs.8300/- per participant (inclusive of Service Tax). Fee includes course
fee, cost of course material and refreshment. Members concession will be 10%.The Cheque may please be drawn in the name of Ahmedabad Management
Association.
Registration :
Please send your registration along with participation fee to:
Executive Director,Ahmedabad Management Association,ATIRA Campus,Ahmedabad 380 015.
Ph: 26308601-6 Fax: 26305692E-mail:[email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]