PBM-EMBA-18

PBM-EMBA-18
MBA(Exe.) 2018-19: Term-III

Course Name - Product and Brand Management

Credits	Two
Faculty Name	Sandip Anand
Program	Ex-MBA
Academic year & Term	2018-19 & 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.
1-2	Brand Meaning	Case of Vistara Article: Brand Love
3	Brand Identity	Kapferer’s Brand Prism
4	Evolution of brand	Case of Dove
5	New product development and brands Brand Architecture	Case of LG Article: Forget the product Life Cycle
6	Strategic Brand Vision	Case of Bajaj
7	Product category development Role of marketing communication in brand building	Case of RGCHC Article: Advertising New Medium: Human Experience
8-9	Brand Portfolio	Case of Perfetti Van Melle
10	Brand Valuation	Articles: i. The financial value of brand ii. Brand Value: Why Indian and international don't mix
11	Product Management (New Product Development)	Articles: i. Design thinking comes of age ii. How Samsung became a design powerhouse?
12	Supply Chain in branding Sustainability of brands	Cases of Disney consumer products
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 (15%- Qualitative, 15% Quantitative)	30
End-Term Exam	40

6) Academic Integrity

Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 11/17/2018 at 11:53 AM
Category: MBA(Exe.)2018-19 T-III Doctype: Document

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