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Master of Commerce (M.Com.) Brand Management Syllabus - Mumbai University

Brand Management Syllabus.pdf
Mandatory course · Semester 2 · M.Com. Business Management · 4 credits · 100 marks

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Syllabus for Brand Management

Mandatory course · Semester 2 · M.Com. Business Management · 4 credits · 100 marks

Module I

  • Unit 1 Introduction to Branding
  • A. Meaning of Brand & Branding, Branding challenges & opportunities, Benefits of Branding, Brand Equity, Customer Based Brand Equity Model (CBBE), B. Building Strong Brand Process, Brand Elements, Branding and marketing mix, Importance of Brand Positioning,
  • Unit 2 Brand Management
  • A. Strategic Brand Management Concept and Process, Brand Management and Brand
  • leadership idea, Brand Associations, Brand Performance, Brand Design and Structure
  • B. Role of Celebrities in Branding, Brand Recognition, Brand Asset Management, Techniques for effective Brand Management, Brand Loyalty,

Module II

  • Unit 3 Branding Research
  • A. Meaning and Importance of Brand research, Brand Measurement, Brand
  • Audit,Importance of Brand Image, Brand Extension, Brand Personality
  • B. Cons of Brand Fatigue, Co-Branding, Costing of Brand Positioning, Brand Awareness
  • Unit 4 New Trends in Branding
  • A. Graphic design in Branding, Brand Hierarchy, Features of Monochromatic branding, Importance of Mascot, Branding Architecture
  • B. Role of Brand Management in Digital Marketing, Purpose driven Branding, Customer
  • and employee Centric Brand Management, Storytelling branding

References

  •  Keller Kevin Lane, Strategic Brand Management: Building, Measuring and Managing Brand Equity  Keller Kevin Lane, Strategic Brand Management-2008  Elliot, Richard, Strategic Brand Management-2008  Kapferer, Jean-Noel, Strategic Brand Management-2000  Kishen, Ram, Strategic Brand Management- 2013  Keller Kevin Lane, Strategic Brand Management 4e-2015  Dan Padgett and Douglas Allen, Communicating Experiences: A Narrative Approach to Creating Service Brand Image, 1997  Mike Reid, Sandra Luxton and Felix Mavondo, The Relationship between Integrated Marketing Communication, Market Orientation, and Brand Orientation, 2005  David K. Tse and Wei-na Lee, Removing negative country images: Effect of Decomposition, Branding and Product experience, 1993  Steve Muylle, NirajDawar, Deva Rangarajan, B2B Brand architecture, 2012  Rajagopal, Romulo Sanchez, Conceptual analysis of brand architecture and relationships within product categories  Pat Morin, Principles of Graphic Design,  Kommission Aus und Walterbildung, Deutsche Gesellshaft fur Photographie, Graphic Designs Basics, Principles of Graphic Design, 2000

Reproduced from the University of Mumbai syllabus for M.Com. (Business Management) under NEP 2020, in force from the academic year 2023-24. 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 specialisation. Open a document here if you want the whole thing rather than a single subject.

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