The course aims at perspective building related to various aspects of Product & Brand Management.

It is based on research 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, assignments and project.

For Whom:

The course is designed keeping in mind real life needs of Product / Brand Managers.

Session .	Topics	Readings
1	Introduction to Product & Brand Management (Introduction to key concepts and group formation)Product Planning and Entry into Market	Barclays Ref :Chapter 2 Lehman & Winer Metamorphosis of Marketing Financial Services in India
2	Product Epistemology	RGCHC Ref :Chapter 3 Lehman & Winer Marketing consequences of compt. Law suit
3	New Product Development – Utilizing MR concept use study	Dabur Ref :Chapter 9 Lehman & Winer Small wonders in Indian Market
4	Product Planning	BD Ref :Chapter 8 Lehman & Winer Physician Patient Trust Relationship
5	Product Socialization	NHS Ref :Chapter 6 Lehman & Winer Clustering the consumers
6	Indigenous Branding	Brand 'BRD's MPYP' Ref :Chapter 5 Lindstrom Asian Brands
7	Brand Valuation And Entry into rural market	Brand India Ref :Chapter 8 Lindstrom City Branding Intel Ref :Chapter 4 Lehman & Winer Trust formation in cross-cultural BtoB relationship
8	Supply chain integration and community creation	ITC echoupal Ref :Chapter 4 Lehman & Winer ICT and rural development
9	Corporate Branding	Corporate Logo Case Ref :Chapter 4 Lindstrom Merging the brands and branding the merger
10	Managing the Identity	IOCM case Ref :Chapter 3 Lindstrom Ethical branding and corporate reputation
11	Retail and Visual Merchandising	Tanishq Ref :Chapter 6 Lindstrom In defense of consciousness
12	Internal Branding	BPO Ref : Chapter 2 Mark & Schumann Brand of freedom
13	Traditional Spaces Utility	MM Ref :Chapter 7 Lindstrom Branding , Society and Law
14	Pricing	DKT International Ref :Chapter 10 Lehman and Winer Consumer’s Perceived Value
15	Citizen Branding	Janani Ref :Chapter 3 Pringle and Gordon Citizen Brands

Evaluation Framework

Group Work : 30%

Individual work: 30%

End Term Exam : 30%

Class Participation : 10%

Text Book/s

Lehman, D. R. & Winer, R.S. Product Management. TMH
Verma, H. Brand Management
Mathur, U.C. 2007. Product and Brand Management.

Ref Books


1. Crawford, C.M. 1997. New Products Management. Irwin
2. Keller, K.L. 2007. Strategic Brand Management : Building, Measuring and Managing Brand Equity. New Delhi : Prentice-Hall of India Private Limited
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