UNDERSTANDING ‘A’ ‘B’ ‘C’: Advertising, Branding & Communication September 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 existing in the current market scenario. Firstly, due to an increasingly cluttered brand environment, existing businesses and their products are losing their uniqueness forcing them to compete within a highly competitive market with eroding profit margins. Secondly, due to the opening up of the economy, many small businessmen and entrepreneurs are looking for establishing market presence 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 Practices B. Brand Management Concepts C. 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 ½ hours) Total time required: 3 hours (including break)
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 preparation â€“ In class (1hr) Session 2 : Case Discussion (1hr) Total time required: 3 hours (including break) 4. Traditional Vs Non Traditional Media Session 1 : Explaining the concept Case 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 Brand Session 1 : Explaining the concept Case 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 Strategy Session 1 : Understanding a Communication Strategy (1hr) Case : Campbell soup Break : (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/Essence Case 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)
8. Branding Commodities - 1 Session 1 : Understanding Differentiation (1hr) Break : (1/2 hr) Session 2 : Understanding differentiation: conclusion and discussion (1 ½ 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 and discussion (1 ½ hours) Total time required: 3 hours (including break) 10.Branding Commodities - 3 Session 1 : Understanding Distribution Challenges (1hr) Break : (1/2 hr) Session 2 : Understanding Distribution Challenges: Conclusion and Discussion (1 ½ hours) Total time required: 3 hours (including break) For Whom: l Fresh graduates looking for a career in any of the following fields: Marketing Management; Brand Management; Product management; Advertising; Event management; Business Communication l Those already working as Marketing Managers, Brand Managers, Product Managers, Advertising Managers and other Marketing Communication Specialists, 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 threehour-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 Lecture Discussions, Case Studies, Group Assignments, and Critiques of a few past Communication Campaigns etc.
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 brands like Brooke Bond, Kissan, Sunfeast, Titan, Indian Terrain, Future Group and others; across product categories. He is also Faculty at various AMA courses and 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: 26305692 E-mail: firstname.lastname@example.org