Coming soon
Product and Brand Management
This course will enable the students a deep understanding and practical skills in product management and branding, enabling effective decision-making and strategy implementation in diverse business contexts.
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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24MAM421 |
Product and Brand Management (Theory) |
CO640: Analyse a product at various levels. CO641: Analyze the roles, responsibilities, and special skills of product managers. CO642: Appraise New Product Development process and its impact on Product Management CO643: Assess Brand Management, brand elements and the selection of effective tools for integrated brand communication. CO644: Examine the Emergence of virtual organization and various aspects of digital branding. CO645: Contribute effectively in course-specific interaction |
Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study Learning activities for the students: Self-learning assignments, presentations |
Class test, Semester end examinations, Quiz, Assignments, Presentation |
Product Management & Product Offering Decisions Marketing Mix and Product Strategy – Integrated Approach, Levels of a Product, Product-Mix Decisions, Product-line strategies, Packaging and Labeling Decisions.
Product Manager and Product Management:Product manager and his roles, Marketing organizations Product Manager’s job- Special skills Functions of Product Manger Roles and Responsibilities of Product Manager. Product Life Cycle Managing PLC, Various Strategies of PLC Marketing Implications of PLC
New Product Development Process Introduction Characteristics of a successful product development
Challenges in new product development New Product Development Process Future Trends and Product Management.
Brands and Brand Management Brand elements, Branding decisions Brands and Product, Role of Brands, History of Branding Branding Challenges and Opportunities. Brand Communication Purpose, Communication Process, Integrated Brand Communication Process -Features, process, tools Factors affecting choice of Brand communication Tools
Brand Communication Tools
Digital Branding Introduction, Emergence of virtual organization Internet, E-Commerce, and Mobile Commerce. Building online brands, Building digital Brand experiences Challenges of digital branding Web Branding-Naming online brands, online brand Management.
Brand positioning in Digital world, critical success factors for digital branding.
Challenges for managing digital brands, digital branding strategies, and value promises for digital brands.
*Case studies related to entire topics are to be taught.
Strategic brand management, Keller, Ambi, Isaac Jacob, Prentice Hall of India, 2016
Brand Management; Harsh V Verma, 2nd, Excel Books, 2016
Brand Aid: A Quick Reference Guide to Solving your Branding Problems and Strengthening your Market Position, Brad VanAuken, AMACOM, 2014
Kapferer .J.N, The Strategic Brand Management-Advanced Insights & StrategicThinking,5 edition,2012.
Rowels Daniel,Digital Branding, Kogan pages , 2018.
Tapan K.Panda, Product and Brand Management, Oxford University Press,2016
A.K.Chitale, Ravi Gupta, Product and Brand Management, PHI Learning Limited Delhi, 2016
Suggested readings:
· Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G.,Tata McGrawHill, 2006
· DuttaKirti, Brand Management – Principles and Practices, Oxford UniversityPress,2012
· Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalayan Publishing Houser, Edition 2012.
· Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity, Prentice Hall, 2013
· Vandana Ahuja, Digital Marketing,Oxford University Press, 2015.
E resources
· Inflibnet Shodhganga, www.shodhganga.inflibnet.ac.in
· NPTEL Local Guru content
Journals
· EBSCO-BSE
· Capitaline
