Coming soon
Product and Brand Management
Course Outcomes (COs):
|
Course Outcomes |
Learning and teaching strategies |
Assessment Strategies |
|
|
On completion of this course, the students will be able to;
CO19: Interpret what a product is, the various levels which make it up, and different types of products CO20: Demonstrate knowledge of the nature and fundamental concepts of product and brand development and management. CO21: Explain the process and various stages of new product development CO22: Discuss the use product life cycle to understand how a firm manages its product mix. CO23: Analyse the Emergence of virtual organization and various aspects of digital branding.
|
Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching
Learning activities for the students: Self learning assignments, Effective questions, Giving tasks |
Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects |
Marketing Mix and Product Strategy – Integrated Approach, Levels of a Product, Product-Mix Decisions, Product-line strategies, Packaging and Labeling Decisions.
Product manager and his roles, Marketing organizations
Product Manager’s job- Special skills , Functions of Product Manager
Roles and Responsibilities of Product Manager.
Product Life Cycle
Managing PLC, Various Strategies of PLC
Marketing Implications of PLC
Introduction, Characteristics of a successful product development
Challenges in new product development, New Product Development Process
Future Trends and Product 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
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
- Brand Management; Harsh V Verma, 2nd, Excel Books, 2016
- DuttaKirti, Brand Management – Principles and Practices, Oxford University Press,2012
- Rowels Daniel, Digital Branding, Kogan pages, 2018.
- 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.
Suggested readings
· Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, 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.
· Positioning: The Battle for Your Mind, by Ries& Trout, 2016
· Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012.
· Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity,Prentice Hall, 2013
·
· Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd.
E resources
· World Ebook Library, http://Community.WorldLibrary.In/?AffiliateKey=NDL-FL1773
· Pearson ThinkTank Solutions (113 titles) and access to many more ebooks, http://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action
Journals
· Journal of Marketing
Marketing Management
