B.A. in Multimedia and Mass Communication Brand Management Syllabus - Mumbai University 2026

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

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Syllabus for Brand Management

Major elective · Semester 6 · TY BAMMC Advertising · 4 credits · 100 marks

Module I: INTRODUCTION TO BRAND MANAGEMENT

1 Introduction to Brand Management:
Meaning of Brand, Branding, Brand Management, Importance of Branding to Consumers, Firms, Brands v/s Products, Scope of Branding, Branding Challenges and Opportunities, Strategic Brand Management Process, Customer
2 Models
Based Brand Equity model (CBBE)
3 Brand Positioning:
Meaning, Importance, Objectives , Scope Basis of Brand Positioning, Brand Mantras Brand
Repositioning and its characteristics, Point of Parity and Point of Differences

Module II: PLANNING AND IMPLEMENTING BRAND MARKETING PROGRAMS

1 Brand Elements
Meaning, Criteria for choosing Brand Elements,
Types of Brand Elements, Integrating Marketing Programs and Activities Experiential Marketing, One to One Marketing, Permission Marketing. Product Strategy: Perceived Quality and Relationship Marketing, Pricing Strategy: Setting Prices to Build Brand Equity Channel Strategy: Direct, Indirect Channels, Web Strategy Meaning of Cause Marketing, Advantages, Green Marketing Building Global Customer Based Brand Equity
2 Personalising Marketing
3 Cause Marketing to Build Brand Equity

Module III: GROWING AND SUSTAINING BRAND EQUITY

1 The Brand Value Chain- Model
Value stages and implication , What to track , designing brand tracking studies Meaning , Importance , Objectives, Sources of Brand Equity, Steps of Brand Building including Brand Building, Blocks, Leveraging Secondary Brand Associations to Build Brand Equity Qualitative Research Techniques: Projective Techniques: Completion, Comparison, Brand Personality and Values: The Big Five, Free Association Quantitative Research Techniques: Brand Awareness: Recognition, Recall, Brand Image, Brand Responses.
2 Brand Equity
3 Measuring Sources of Brand Equity

Module IV: MEASURING AND INTERPRETING BRAND PERFORMANCE

1 Brand Performance and Management
Global Branding Strategies ,Brand Audit, Role of Brand Managers
2 Brand Communication
Online Brand Promotions, Role of Brand Ambassadors , Celebrities , Loyalty Program Global Marketing Program, advantages and disadvantages, Cultivate Brand Partnership
3 Managing Brands over Geographical Boundaries

Reference books

1 Strategic Brand Management – Building measuring and managing brand equity Kevin Lane
2 Keller , M.G Parmeswaran, Issac Jacob ( 3 rd edition)
3 Brand Management – Text and cases by Harsh Verma
4 Strategic Brand management – Indian Edition by Richard Eilliot and Larry percy
5 Brand Management – Principles and Practices by Kirti Dutta

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

PDF BAMMC SEM I & II (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read

PDF BAMMC Sem II HISTORY OF MEDIA (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read

PDF BAMMC Semester V and VI Syllabus (CBCS R-2019-20) Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM SEM 6 Contemporary Issue Only One Act Amended On Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM Sem VI AGENCY MANAGEMENT Sp Ad Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM Sem VI Broadcast Journalism Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM Sem VI Issues Of Global Media Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM III IV 2015 16 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Advertising Sem V 2015 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Journalism Sem V 2015 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Sem V And VI 2009 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF Advertising Sem VI Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF Journalism Sem VI Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

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