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PBM-P09
PGDM 2009-11: Term-V
PRODUCT & BRAND MANAGEMENT
Prof. S. Govindrajan
COURSE OUTLINE
Objectives
To familiarise the student with key decision making variables in managing a brand and to develop in students the power of logic to help decision making in such situations.
Ground Rules of the Course
There will be 20 classes in all. 14 of these will be lecture discussions and 06 will be case discussions.
Students are advised to come well prepared with their analyses of the case to the class and no student will be allowed to enter the class after the faculty has commenced taking attendance.
Data discipline is the key operating variable in this course. Candidates will be always asked to back their statements with facts and inferences from data. A reasonable comfort level with data is an important pre-requisite for this course.
Course Evaluation
The
Project Component
will carry a weightage of
30%.
Details regarding the Project will be communicated after Session 2 – when the student will get a better appreciation of what needs to be done.
The
Quiz Component
will carry a weightage of
30%.
There will be two quizzes in all, each carrying a weightage of 15%. 24 hours notice will be given for the quizzes.
Class participation
will carry a weightage of
10%.
Grading for this component will be from “Plus A+” (Plus Eight Points) to “Minus A+” (Minus Eight Points). The grading will judge the quality of the student’s contribution to the class and level of preparedness. Quantity sans quality attracts punitive measures. Bear in mind that lack of preparedness and/or meaningless CP could lead to a maximum of 0.8 points being
deducted
from the total grade (if you do get “Minus A+”)
The
End Term
will carry a weightage of
30%
and will test the capacity of the candidate to internalise whatever has been taught right through the course.
SESSION-WISE SCHEDULE
The Course is divided into 4 modules – each of which looks at Brand Management from a different perspective. Because Brand Management means different things to different people – and it’s important for us to understand it from their perspective.
MODULE 1 (7 SESSIONS): THE LENS OF THE BRAND MANAGER
Session 1: Lecture: Introduction to Brand Management
Learning objectives: Understanding the role of the Brand Manager, how it has evolved over time, key variables to be managed and the key deliverables.
Session 2: Lecture: Executing Positioning
Learning objectives: A close look at Positioning and how the Brand Manager goes about creating and sustaining Brand Positioning.
Session 3: Lecture: Tackling Competition
Learning objectives: Sustaining a Brand by tackling competition – across the Product Life Cycle.
Session 4: Case: “Lightwel Match Co”
Learning objectives: Understanding buying behaviour of consumers and channel members.
Session 5 Lecture: Understanding Distribution
Learning objectives: What a Brand Manager should know about managing Distribution as a variable.
Sessions 6 and 7: Lecture: Measuring Brand Performance
Learning objectives: A look at the metrics across which Brand performance is measured and understanding models to measure these metrics (such as the Brand Asset Valuator Model and Reynolds & Gutman’s Laddering).
MODULE 2 (5 SESSIONS): THE LENS OF THE CFO
Session 8: Case: “Odd Ball Detergents”
Learning objectives: Issues involved in a product launch, evaluation of results and how one measures loyalty.
Sessions 9: Brand Equity and its measurement
Learning objectives: Understanding the concept of Brand Equity and a look at methods of measuring it.
Sessions 10 & 11: Measuring Brand Value
Learning objectives: Understanding the factors to be taken into account while valuating a brand and a look at some approaches of brand valuation.
Session 12: Case: “Rural Scrub”
Learning objectives: Issues involved in evaluating a brand acquisition.
MODULE 2 (6 SESSIONS): THE LENS OF THE CATEGORY MANAGER
Sessions 13: Lecture: Brand Architecture and Brand Portfolio
Learning objectives: Understanding the concepts of Brand Architecture, Brand Portfolio and the implications of these two concepts.
Session 14: Case: “Monopoly”
Learning objectives: Understanding Portfolio Strategy and setting plans for a Brand.
Sessions 15: Brand and Line Extensions
Learning objectives: Understanding the concepts of Brand and Line Extensions and their pros and cons.
Session 16: Lecture: Creative Judgement
Learning objectives: A look at Advertising Research and how one executes positioning into a creative strategy.
Session 17: Case: “Consumer Products”
Learning objectives: Issues involved in planning and reacting to Sales Promotion.
Session 18: Case: “Stickjaw Chewing Gums”
Learning objectives: Using variance analysis in planning positioning strategy.
MODULE 4 (2 SESSIONS): THE LENS OF THE CEO
Sessions 19 & 20: Comprehensive Branding Stories
Learning objectives: 360 degree Case studies of Branding Stories.
PROJECT COMPONENT
Each group of four students will undertake a project, called the “Brand Tracker”. After choosing a brand, the group will track the Brand across the dimensions given below:
Part 1: Brand Image Measurement (10% Weightage – Break up in Brackets)
Part 1 will consist of measuring the Brand Image using the following methods:
1. A Quantitative Research Model to test the current status of the brand. The Model used should be a suitable adaptation of the Brand Asset Valuator Model developed by Young & Rubicam.
2. A Quantitative Research Model to test the Brand Identity. Students can choose ONE of the following alternatives: (a) Jennifer Aaker’s “Brand Personality Model” OR (b) “Kapferer’s Brand Prism”.
OR
2. A Qualitative Research Model to test the Brand Identity. Students can choose ONE of the following alternatives: (a) Reynolds and Gutman’s “Laddering Method” OR (b) the “Zaltman Metaphor Elicitation Technique”.
The submission of this Part will entail the following:
§
A brief history of the Brand and its evolution over time. (0.5%)
§
Instruments of data collection to measure both the above models – with rationale. (3.0%)
§
Presentation of findings and conclusions for both the above models. (5.0%)
§
The Executive Summary. (1.5%)
Part 2: Brand Equity Measurement (10% Weightage)
Part 2 will consist of measuring the Brand Equity. This will entail the following steps:
1. Choosing the best method to measure Brand Equity (with justification). Bonus points will be awarded if students
develop
a model which improvises on the existing models available. (3.0%)
2. The actual measurement of Brand Equity and the recommendations. (5.0%)
3. The Executive Summary. (2.0%)
Part 3: Brand Value Measurement (10% Weightage)
Part 3 will consist of measuring the Brand Value. This will entail the same steps as that applicable for the Measurement of Brand Equity. Hence, the steps are:
1. Choosing the best method to measure Brand Value (with justification). Bonus points will be awarded if students
develop
a model which improvises on the existing models available. (3.0%)
2. The actual measurement of Brand Value and the recommendations. (5.0%)
3. The Executive Summary. (2.0%)
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Created By:
Debasis Mohanty
on
08/19/2010
at
10:01 AM
Category
:
PGDM-II
Doctype
:
Document
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