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PBM-P10
PGDM 2010-12: Term-V

Product and Brand Management

Prof. Sandip Anand
sandip@ximb.ac.in
Tel - 0674 3983703 (Ext 703)

Objective:
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.

Pedagogy:
Lectures, case discussions and project.

For Whom:
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.

Text Book
K. L. Keller, M.G. Parameswaran and I. Jacob (2011), Strategic Brand Management, Pearson: Delhi, India.

Reference Books
1. Hollis, N. The Global Brand
2. Crawford, C.M. 1997. New Products Management. Irwin
3. Saaksvuori, A. and Immonen, A. 2002. Product Lifecycle Management : Springer
4. Sartain, L. and Schumann, M. 2006. Brand from the Inside. JOSSY-BASS, Wiley.
5. Branding : Economist
6. Lehman, D. R. and Winer, R.S. Product Management. TMH
7. Carol H. Anderson and Julian W. Vinceze. Strategic Marketing. Biztantra
8. Mathur, U.C. 2007. Product and Brand Management.
9. Tapscott, D and Ticoll, D. The Naked Corporation
10. Schultz M, Antorini Y M , Casba F.F. Corporate Branding. Copenhagen Business School Press, USA.
11. Verma, H. V. Brand Management Evaluation Framework

Group Project: 30%, Quizzes: 20%, End Term Paper: 30%
Class Participation: 20%

    Sess.
Topics
Readings
1-2Introduction 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		Course Material/Case of Barclays
3-4Introduction to G-BrandingCourse Material/ Figures of Archaism
5-6Brand Architecture, Personality, Image and Asset ValuationCourse Material/Case of Perfetti Van Melle
7-8Defining Product Category and Introduction to BrandingCourse Material/Case of RGCHC
Anand, S. (2009). A Cognitive 'Just' Brand Model: How Sustainable Is It? Indian Journal of Marketing
9-10Product Portfolio ManagementCourse Material/Case of Perfetti Van Melle
11-12Branding and Supply Chain Course Material/Cases of ITC e-choupal and Nestle
Anand, S. and Parashar, V. (2006). ‘Integrating Local and Global Knowledge through ICT: Implications for Rural Business and Development’. IIMB Management Review
13-14New Product Development, and emerging dynamics in innovation- reverse innovation Course Material/Case of Dabur
15-16Corporate Branding and Managing the IdentityCourse Material/ and Corporate Logo Case
Rezabakhsh, B. Bornemann. D, Hansen U and Schrader, U. 2000. ‘Consumer Power: A Comparison of the old Economy and the Internet Economy’. Journal of Consumer Policy. 29.p.3-36
Anand, S. (2011). “An Empirical Evaluation of G-Branding”. Paris-Venice: Marketing Trends Association
17Retail and Visual Merchandising: Linking Category Management and BrandsCourse Material/Case of Tanishq
18Corporate branding for start-up firmsCourse Material
19-20 Project integration with classroom learning
Created By: Debasis Mohanty on 08/16/2011 at 09:12 AM
Category: PGDM-II Doctype: Document

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