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PBM-X10
PGDM-PT 2010-13: Term-VIII

Course Name - Product and Brand Management

Credits Three
Faculty Name Sandip Anand
Program PGDBM (PT)
Academic Year and Term Term VIII (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

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 and marketing strategy, G-branding and tribal marketingCase of Dove
    5-6
Brand Architecture, Personality, Image and Asset ValuationCase of Perfetti Van Melle
    7-8
Defining Product Category and Introduction to BrandingCase of RGCHC
    9-10
Product Portfolio ManagementCase of Perfetti Van Melle
    11-12
Branding and Supply Chain Cases of ITC e-choupal
    13-14
New Product Development, and emerging dynamics in innovation- reverse innovation Case of Dabur
    15
Integration of article review with classroom learning

5. Evaluation

Class Participation
20
Two quizzes
30
Article Review
20
End-Term Exam
30
6. Academic Integrity

Focus is on authenticity.

Kindly refer to manual of policy for code of conduct.

Created By: Debasis Mohanty on 07/31/2012 at 08:31 AM
Category: ExPGP-III Doctype: Document

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