Coming soon
Product and Brand Management
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Course outcome (at course level) |
Learning and teaching Strategies |
Assessment Strategies |
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On completion of this course, the students will be able to; CO 1: Examine what a product is, the various levels which make it up, and different types of products CO 2: Analyse fundamental concepts of product and brand Development and management. CO 3: Analyse product life cycle to understand how a firm manages its product mix. CO 4: Create learner’s knowledge of brand communication, strategies and their role within business and society. CO 5: Analyse the Emergence of virtual organization and various aspects of digital branding. CO 6: Analyse global business opportunities and its implications on a firm’s product and branding strategy. |
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
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 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 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 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
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.
Essential readings:
- 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 LimitedDelhi, 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, andmanaging 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
