PBM-EMBA-19

PBM-EMBA-19
MBA(Exe.) 2019-20: Term-III

Course Name - Product and Brand Management

Credits	Two
Faculty Name	Sandip Anand
Program	Ex-MBA
Academic year & Term	2019-20 & Term III

1) Course Description

This course focuses on marketing systems designed for product and brand management. In this course, integration of product & brand is done with the broader marketing strategy. Foundation of this course rests on industry experience of faculty.

2) Student Learning Outcomes
Be able to understand the branding and link it with
a) Overall marketing strategy,
b) Product innovation, and
c) Consumer and society.

3) Required Text Books and Reading Material

K. L. Keller, M.G. Parameswaran and I. Jacob (2011),

Strategic Brand Management

, Pearson: Delhi, India.

Course Material from Secondary Sources.

References
i. Tapan K. Panda (2016). Product and Brand Management, Oxford University Press.
ii. Steenkamp, Jan-Benedict. Global Brand Strategy, Palgrave Macmillan
iii. Jean-Noel Kapferer (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity). Kogan Page
iv. David Aaker (2010) Building Strong Brands.

4) Tentative Session Plan

S.N	Topics/Activities	Reading/case list etc.
	Core concepts
1	Brand Audit	Brand Audit Article
2	Managing customer-based equity and brand meaning	Case of Vistara Article: Brand Love
3	Brand Identity	Kapferer’s Brand Prism
4	Evolution of brand	Case of Dove
	Developing and managing New Products
5	New Product Development and design thinking	Articles: i. Design thinking comes of age ii. How Samsung became a design powerhouse?
6	Innovation and brand architecture	Case of LG Article: Forget the product Life Cycle
7	Product category development and marketing communication	Case of Brand Dynomo Article: Advertising New Medium: Human Experience
	Portfolio Management and Valuation
8-10	Managing Portfolio	Case of Perfetti Van Melle
11	Brand Valuation	Articles: i. The financial value of brand ii. Brand Value: Why Indian and international don't mix
	An Application
12	Luxury branding	Article: Luxury branding below the radar
13	To appreciate brand audit	Identified brand for the group project
14	Integration	___________

5) Evaluation

Component	Weight
Class Participation	10
Quizzes (Two best out of three)	20
Group Project	30
End-Term Exam	40

6) Academic Integrity

Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 12/13/2019 at 12:42 PM
Category: MBA(Exe.)2019-20 T-III Doctype: Document

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