Product and Brand Management by Julie

JHARKHAND
Course Title: Product and Brand Management

Course Level:PG
Course Code: MKTG711
Credit Units: THREE
Course Objectives:
L T P/S SW/F TOTAL
W CREDIT
UNITS
3 0 0 0 3
In congruence with the aim of marketing to convert a commodity into an identifiable product and to a subsequent brand, the course involves the objective of
imparting comprehensive understanding of the process of product strategy and the fundamentals of building, measuring, and managing a brand. The course will
provide students with a knowledge and insight into managing product-markets and building brand equity involving managing brands within the context of other
brands, as well as managing brands over multiple categories, over time, and across multiple market segments.
Prerequisites:
The student opting for this course should have successfully completed the foundation courses in Marketing. The student is expected to combine the learning
across specialization courses including Marketing Communication & Market Research. Some work experience, whether in a family owned business or with a
medium-to-large organization is desirable but not necessary.
Course Outcome:
The student who completes the course successfully will be able to

identify and indicate variables that drive the success of brands and product lines
understand and analyze the interrelationships among the variables of brands and product.
utilize practical tools to interpret, relate and evaluate product and brand strategies
Analyze and evaluate and
suggest solutions for the product and brand in an array of customer contexts and competitive contexts.
Course Contents/Syllabus:
Weightage (%)
Module I Introduction to Product Management
The Process of PBM 25
Product Strategy as an element of competitive strategy
Defining Competitive set
Category Attractiveness Analysis
Competitor Analysis
Customer Analysis
Module II New Product Development and PLC
Process of Strategic Product Creation and Innovation 20
Incremental and radical innovation
New Product Ideation
Product Testing
New Product Forecasting
New Product Adoption
Product Strategy over Life Cycle
Linking Strategy to Product Portfolio
Module III Introduction to Brand and Brand Management
Brand as a Genetic Programme 15
The Product and the Brand
Strategic Brand Management Process
Concept of Brand Equity
Brand Identity & Positioning
Module IV Designing & Implementing Brand Marketing Programs & Strategies
Using Brand Elements & Brand Associations to build Equity 25
Brand Extension
Brand Architecture and Multi Brand Portfolios
Designing Branding Strategy
Brand Turnaround and Rejuvenation
Managing Global Brands
Module V Brand Equity Measurement and Management
Brand Value Chain 15
Brand tracking Studies
Research Techniques
Understanding and Measuring brand equity using Aaker, Keller, Kapferer, Young and Rubicum,
Interbrand methodologies (methods of brand valuation)
Pedagogy for Course Delivery:

Classes will involve a blend of lectures and case discussions. The class will involve a broad ecosystem of contributors. Leaders from the world of brand and
product management—both small entrepreneurial companies and large, global market-leaders—will be incorporated into the class to offer first-hand
perspectives about the challenges and lessons along their varied paths to success. Practical projects are an integral part of the course and would encourage
students to integrate their knowledge of the subject into critically analyzing and building their own brands and managing multi-brand product portfolios.
Professional Skill Development Activities (PSDA)
1. Conduct a brand personality test for a brand of your choice.
2 A project report on a product failure (may be submitted in the form of a mini case study / research paper / extended write up).
3 Develop a new hypothetical product / concept and defend its origin, acceptance and viability (concept note / viva).
.
Assessment/ Examination Scheme:
Theory L/T (%) Lab/Practical/Studio (%) End Term Examination
40% NA 60%
Theory Assessment (L&T):
Continuous Assessment/Internal Assessment End Term
Examination
Components (Drop
down)
Mid-Term Exam Class Test Presentation/Viva Assignment Case Study Attendance
Weightage (%)
10 10 5 5 5 5 60
Bloom’s Level Remembering/ Applying Analyzing Evaluating Creating

Understanding
Course Learning Understand Product Understand Implement Strategize Brand Utilize Brand Equity
Outcomes/ and Brand Functions Competitive Strategies Branding Marketing Programs Measurement
Strategies
Assessment type/
Mid Term
✓ ✓ ✓ ✓ ✓
CLASS TEST ✓ ✓ ✓
PRESENTATION ✓ ✓ ✓
CASE STUDY ✓ ✓ ✓ ✓
ASSIGNMENT ✓ ✓ ✓
Text & References:

Crawford, C. Merle and Di Benedetto, C.Anthony (2010), New Products Management
Cooper, G. Robert (2001), Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition.
Cooper, G. Robert, Edgett, J.Scott and Kleinschmidt, J.Elko (2002), Portfolio Management For New Products: Second Edition.
Kahn, B. Kenneth (2004), The PDMA Handbook of New Product Development, Second Edition.
Lehmann, R.Donald & Winer, Russel S(2004), Product Management, Pearson Education
Keller, Kevin Lane (2007), Strategic Brand Management.
Kapferer,Jean-Noël (2008),The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term.
Temporal, Paul (2010), Advanced Brand Management: Managing Brands in a Changing World.

Product and Brand Management by Julie

Uploaded by

Copyright:

Available Formats

Product and Brand Management by Julie

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Product and Brand Management by Julie

Uploaded by

Copyright:

Available Formats

JHARKHAND

Course Title: Product and Brand Management

The student who completes the course successfully will be able to

Pedagogy for Course Delivery:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

Bloom’s Level Remembering/ Applying Analyzing Evaluating Creating

Text & References:

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.