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PBM-P11
PGDM 2011-13: Term-V

Course Name - Product and Brand Management

Credits Three
Faculty Name Sandip Anand
Program PGDM (BM)
Academic Year and Term Term V- 2011-12





1. Course Description

The course aims at perspective building related to various aspects of Product and Brand Management. It is based on evidence based decision making marketing systems designed for product and brand management. The course is derived from abstract but real life foundation of product and brand management decision making and strategy formulation. The course is designed keeping in mind real life needs of Product / Brand Managers. In this course, integration of product/brand is done with the broader marketing strategy.

2. Student Learning Outcomes

· Be able to understand the branding and link it with overall marketing strategy.
· Be able to understand the branding and link it with product innovation.
· Be able to understand the branding and link it with consumer and society.

3. Required Text Books and Reading Material


1. K. L. Keller, M.G. Parameswaran and I. Jacob (2011), Strategic Brand Management, Pearson: Delhi, India.
2. Compiled Course Material from Secondary Sources
3. Reference book entitled ‘Brand Washed’
4. Reference book entitled ‘The Branded Mind’. Millward Brown.

4. Tentative Session Plan
Session NumberTopics/ActivitiesReading/case list etc.
    1-2
Introduction to Product & Brand Management (Introduction to key concepts and group formation) Product Planning and Entry into Market,
Emerging trends- Product and Brand Management in the Digital Age		Case of LG
    3-4
Branding, G-branding, brand community, tribal marketing and marketing strategyCase of Dove
    5-6
Brand Architecture, Personality, Image and Asset ValuationCase of Bajaj Auto
Case of Perfetti Van Melle
    7-8
Defining Product Category and Introduction to Branding
Understanding category
Using positive health as extension platform		Case of RGCHC
Case of Barclays
Case of Lifebuoy
    9-10
Product Portfolio ManagementCase of Perfetti Van Melle
    11
Branding and Supply Chain Cases of ITC e-choupal
    12-13
Branding in B2B contextCase of Siemens
Case of Boeing
    14
New Product Development, and emerging dynamics in innovation- reverse innovation Case of Dabur’s Product development research
    15-16
Corporate Branding and Managing the IdentityCorporate Logo Case- Case of Bank of Baroda
    17
Retail and Visual Merchandising: Linking Category Management and BrandsCase of Tanishq
    18
Portfolio ExpansionRIM’s next move
    19
Co-brandingSuccess by Association
    20
Project integration with classroom learning

5. Evaluation

Class Participation
20
Group Project
30
Article Review
20
End-Term Exam
30

6. Academic Integrity

Focus is on authenticity. Students are encouraged to involve themselves actively in the brand audit.

Kindly refer to manual of policy for code of conduct.

Created By: Debasis Mohanty on 08/07/2012 at 08:45 AM
Category: PGDM-II Doctype: Document

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