Product and Brand Management

Paper Code: 
MAM325
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 

Objective: The basic purpose of this subject is to integrate the basics of Product and brand management to the students.

12.00
Unit I: 
Unit I

Product Management & Product Offering Decisions
Product Management & Product Offering Decisions Marketing Mix and Product Strategy – Integrated Approach, Levels of a Product, Product-Mix Decisions, Product-line strategies, Packaging and Labeling Decisions.

12.00
Unit II: 
Unit II

Product Manager and Product Management
Product Manager and Product Management
Product manager and his roles, Marketing organizations
Product Manager’s job- Special skills
Functions of Product Manger
Roles and Responsibilities of Product Manager.
Product Life Cycle
Managing PLC, Various Strategies of PLC
Marketing Implications of PLC

12.00
Unit III: 
Unit III

New Product Development Process
New Product Development Process
Introduction
Characteristics of a successful product development
Challenges in new product development
New Product Development Process
Future Trends and Product Management

12.00
Unit IV: 
Unit IV

Brands and Brand Management
Brands and Brand Management
Brand elements ,Branding decisions
Brands and Product
Role of Brands, History of Branding
Branding Challenges and Opportunities.
Brand Communication
Purpose, Communication Process, Integrated Brand Communication Process -Features, process, tools
Factors affecting choice of Brand communication Tools
Brand Communication Tools

12.00
Unit V: 
Unit V

Digital Branding
Digital Branding Introduction, Emergence of virtual organization Internet, E-Commerce, and Mobile Commerce.
Building online brands, Building digital Brand experiences
Challenges of digital branding
Web Branding-Naming online brands, online brand Management
Brand positioning in Digital world, critical success factors for digital branding.
Challenges for managing digital brands, digital branding strategies, and value promises for digital brands

Essential Readings: 

• Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, 2016
• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
• Brand Management; Harsh V Verma, 2nd, Excel Books, 2016
• Brand Aid: A Quick Reference Guide to Solving your Branding Problems and Strengthening your Market Position, Brad VanAuken, AMACOM, 2014
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalayan Publishing Houser, Edition 2012.
• DuttaKirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012.
• Rowels Daniel,Digital Branding, Kogan pages , 2018.
• Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity,Prentice Hall, 2013
• Tapan K.Panda, Product and Brand Management,Oxford University Press,2016
• A.K.Chitale, Ravi Gupta, Product and Brand Management, PHI Learning Limited Delhi, 2016
• Vandana Ahuja, Digital Marketing,Oxford University Press, 2015.

Academic Year: 
2021-2022
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