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PBM-MB17
MBA 17-19: Term-V

Course Name - Product and Brand Management
CreditsThree
Faculty NameSandip Anand, Tapan Panda Dr. Tapan K Panda is currently Professor and Dean at Jindal Global Business School. Prior to this he worked as a full time faculty member at Indian Institute of Management Lucknow, Kozhikode and Indore. He was also Director of Great Lakes Institute of Management, Chennai and Founding Dean at School of Management, BML Munjal University. He teaches at different international universities across the globe including University of Bordeaux, France and China University of Politics and Law (CUPL).

, Shashisekar M.S. Mr. Shashisekar M.S. is a senior corporate executive currently working with Eaton. He is a practitioner of new technology and new product introduction, manager of advanced technology, Eaton India Innovation Centre, Pune, India.

ProgramMBA-BM
Academic year & Term2018-19 & Term V
1) Course Description 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 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 Sessions order shall be as per the class schedule of different faculty.
S.NTopics/ActivitiesReading/case list etc.Faculty
1Brand MeaningCase of Vistara

Article: Brand Love

Sandip
2Evolution of brandCase of DoveSandip
3New product development and brands

Brand Architecture

Case of LG

Article: Forget the product Life Cycle

Sandip
4Strategic Brand VisionCase of BajajSandip
5Product category development

Role of marketing communication in brand building

Case of RGCHC

Article: Advertising New

Medium: Human Experience

Sandip
6-7Brand PortfolioCase of Perfetti Van MelleSandip
8Luxury brandingArticle: Luxury branding below the radarSandip
9Merger and rebrandingArticle: First make it work and then rebrand itSandip
10Supply Chain in branding

Sustainability of brands

Cases of Disney consumer productsSandip
11Brand IdentityKapferer’s Brand PrismTapan
12Brand Positioning_Tapan
13Brand ValuationArticles:

i. The financial value of brand
ii. Brand Value: Why Indian and international don't mix

Tapan
14-15Digital Branding-Tapan
16-17Product Management (New Product Development)Articles:

i. Design thinking comes of age
ii. How Samsung became a design powerhouse?

Shashisekar
18-19To appreciate brand auditIdentified brand for the group projectSandip
20Integration___________Sandip

5) Evaluation
Component
Weight
Class Participation
10
Quizzes (Two best out of three)
10
Quiz/Assignment (By Tapan K Panda)
10
Group Project (10%- Qualitative, 20% Quantitative)
30
End-Term Exam
40
6) Academic Integrity

Kindly refer to manual of policy for code of conduct.

Dr. Tapan K Panda is currently Professor and Dean at Jindal Global Business School. Prior to this he worked as a full time faculty member at Indian Institute of Management Lucknow, Kozhikode and Indore. He was also Director of Great Lakes Institute of Management, Chennai and Founding Dean at School of Management, BML Munjal University. He teaches at different international universities across the globe including University of Bordeaux, France and China University of Politics and Law (CUPL).

Mr. Shashisekar M.S. is a senior corporate executive currently working with Eaton. He is a practitioner of new technology and new product introduction, manager of advanced technology, Eaton India Innovation Centre, Pune, India.


Sessions order shall be as per the class schedule of different faculty.
Created By: Alora Kar on 08/13/2014 at 01:52 PM
Category: BM 17-19 T-V Doctype: Document

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