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PRODUCT & BRAND MANAGEMENT

Executive MBA: Full Time
Term: III
Credit: Four
Instructor: Prof. Shashi B. Mohanty
Telephone: 0674 6647849
Email: sbmohanty@ximb.ac.in

1. COURSE DESCRIPTION

It is said that a product is made in the factory but a brand in the mind of the customer. More and more companies and their consumers are realizing that, one of their most valuable assets is the strength of their brands. A strong brand simplifies consumer’s decision making, reduces risk, distinguishes and differentiates it from competitors’ brands and sets consumer expectations. Strong brands thrive on consumer trust.

At the same time a product, to be branded, has to be differentiated. People think that the product is a tangible offering but a product is anything that is offered to the market to satisfy a need. A Brand is more than a product because it differentiates the product from other products designed to satisfy the same need.

This course is designed to reach an understanding of how to achieve those branding goals. The contents are relevant for any type of organization regardless of its nature of business, be it consumer products, Industrial products, services or even organizations themselves.

2. Students Learning Outcomes

· Be able to familiarize themselves with appropriate concepts, theories and real life examples of successful brands to make better branding decisions.
· Be able to learn/explore important issues in planning, implementing and evaluating brand strength.
· Be able to consider functions of a brand from the prospective of both consumers and firms and why brands are important to both.
· Be able to understand branding & link it with product management.

3. Required Text Books and Reading Material

i) K.L.Keller, M.G.Parameswaran and I.Jacob (2011) Strategic Brand Management, Pearson, Delhi, India.

ii) Compiled reading materials form Magazines and Journals

4. Sessions Plan:

Sessions	Topics for discussion	Prior readings
1&2	Introduction to Prod. Management, PLC and Product Portfolio Management	Articles- Developing products Harvard Business Review Sep-Oct 1997
3 & 4	Product & the Brand (Creating and managing customer based brand equity)	Chapter 1& 2 of the text book Strategic Brand management by Keller, Parameswaran & Jacob
5 & 6	Brand Positioning	Chapter 3 of the text book
7	Choosing brand elements to build brand equity	Chapter 4of the text book
8 & 9	Designing Marketing programmes to build brand equity	Chapter 5 & 6 ,case discussion lifebuoy
10	Leveraging secondary brand associations to build Br. Equity. Quiz	Chapter -7
11	Branding Products & Services – similarities and differences	Reading materials
12	Channels of distribution to help build brand equity	Case E-chaubal
13 & 14	Measuring Sources and outcomes of brand equity customer mindset and market performance	Chapter 8,9 & 10
15&16	Brand Architecture. Depth and breath of branding strategy. Using societal causes to build great brands	Chapter 11
17 &18	Building brands without main media. Private labels Vs brands. Quiz	Reading materials
19 & 20	New products & brand extensions, How consumers view brand extension. Evaluating brand extension opportunities.	Chapter 12
21 & 22	Managing bands over time. Brand reinforcement and revitalization strategies	Chapter 13
23 & 24	Lure of global branding	Chapter 14
25	What makes a strong brand, the brand report card	Reading Material
26 & 27	Literature, Review, Group presentation.

5. Evaluation

Attendance 10%
Quizzes (2) 30% (15% each)
Literature Review 20%
End Term 40%
Total 100%

6. Academic Integrity

Kindly refer to the manual of policy for code of conduct.

Created By: Alora Kar on 10/17/2014 at 02:16 PM
Category: EMBA-14T-III Doctype: Document