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Product and Brand Management
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Course Outcomes |
Learning and teaching strategies |
Assessment Strategies |
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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 |
Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching |
Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects |
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CO20: Demonstrate knowledge of the nature and fundamental concepts of product and brand development and management. |
Learning activities for the students: |
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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. |
Self learning assignments, Effective questions, Giving tasks |
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CO23: Analyse the Emergence of virtual organization and various aspects of digital branding. |
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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.
Product Manager and Product Management
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
: 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
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
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
• 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.
• 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
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• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd.
