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PBM-P08
(PGDM 2008-10 : Term-IV)
Product & Brand Management
(Faculty: Prof. Govindrajan)
COURSE OUTLINE
Session Plan
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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 (6 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: Measuring Brand Performance
Learning objectives: Understanding the dimensions across which the performance of a brand is measured & looking at different methods available to measure the performance.
Session 3: Case: “A Slice of Lice”
Learning objectives: Issues in evaluating advertising effectiveness.
Sessions 4 & 5: Lecture: Elements of Branding
Learning objectives: Issues involved in branding and a look at branding approaches.
Session 6: Case: “Odd Ball Detergents”
Learning objectives: Issues involved in a product launch.
MODULE 2 (6 SESSIONS): THE LENS OF THE CFO
Sessions 7 & 8: Brand Equity and its measurement
Learning objectives: Understanding the concept of Brand Equity and a look at methods of measuring it.
Session 9: Case: “Rural Scrub”
Learning objectives: Issues involved in evaluating a brand acquisition.
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: “P & G” (to be finalized)
Learning objectives: Issues involved after a brand acquisition.
MODULE 2 (6 SESSIONS): THE LENS OF THE CATEGORY MANAGER
Sessions 13 & 14: Lecture: Brand Architecture and Brand Portfolio
Learning objectives: Understanding the concepts of Brand Architecture, Brand Portfolio and the implications of these two concepts.
Session 15: Case: “Delta Tyres”
Learning objectives: Issues involved in planning a Product Portfolio.
Sessions 16 & 17: Brand and Line Extensions
Learning objectives: Understanding the concepts of Brand and Line Extensions and their pros and cons.
Session 18: Case: “Indian Home Products”
Learning objectives: Issues in repositioning a brand.
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
: Attached below.
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Created By:
Debasis Mohanty
on
03/27/2009
at
09:43 AM
Category
:
PGP-II
Doctype
:
Document
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