MKT622:PRODUCT AND BRAND MANAGEMENT

L:2 T:1 P:0 Credits:3

Course Outcomes: Through this course students should be able to

CO1 :: develop product and process related skills necessary to understand customer needs and
competitive position

CO2 :: measure and formulate effective brand strategies to build, manage and measure brand
equity

CO3 :: observe design and develop sustainable brand and product portfolio strategies

CO4 :: differentiate product and brand strategies of various companies

Unit I
Introduction to Product Management : Product Related Concepts, Types of Marketing
Organization, Marketing Plan and components, Competitive Set & Competitor Analysis, Category
Attractiveness, Environmental Analysis
Unit II
Product Strategy : Developing Product Strategies, Product Modification, Line Extension, Elements Of
Product Strategy, Product Strategy Over the Life Cycle, Getting Ideas for New Products, Setting
Objectives, Selection Of Strategic Alternatives, Testing New Products
Pricing Decisions : The role of marketing strategy in pricing, Psychological Aspects of Pricing, Pricing
Tactics
Advertising Decisions : Setting Advertising Objectives, Setting Advertising Budgets, Evaluating
Advertising Effects
Unit III
The Product Development Process : Understanding each phase of a product life-cycle, Identify
different methods of developing a product, Doing cost-benefit analysis
Product Lifecycle Management : Idea Generation, Idea Screening, Concept Development and
Testing, Business Analysis, BETA and Market Testing, Implementation, Product Commercialization
Unit IV
Introduction to Brand Management : Brand and Brand Management, what is a brand, Brands
Versus Products, Branding Challenges And Opportunities, The Brand Equity Concept, Strategic Brand
Management Process
Customer Based Brand Equity : Defining Customer Based Brand Equity, Making a strong Brand,
Sources of brand equity, Building a strong brand: The four steps of Brand Building
Unit V
Designing Marketing Programs to Build Brand Equity : New perspectives on Marketing, Product
strategy, Pricing strategy, Channel strategy
Designing and implementing branding strategies : Brand architecture, Brand hierarchy,
Designing a branding strategy
Managing brand extensions : Brand extension, Advantages of brand extensions, Disadvantages of
Brand extension
Unit VI
Brand Positioning : Identifying and establishing brand positioning, Defining and establishing brand
mantras, Brand audits
Developing a Brand Equity Measurement and Management System : Brand value chain,
Establishing a brand equity management system
Measuring sources of brand equity : Qualitative research techniques, Quantitative research
techniques
Managing brands over time : Reinforcing brands, Revitalizing brands

Text Books:
1. STRATEGIC BRAND MANAGEMENT by KELLER, K L., PARMESWARAN, A.M.G. AND JACOB, I,
PEARSON
2. BRAND MANAGEMENT : PRINCIPLES AND PRACTICES by DUTTA, K, OXFORD UNIVERSITY
PRESS
References:
1. BRAND MANAGEMENT : TEXT & CASES by VERMA, H V, EXCEL BOOKS

2. PRODUCT POLICY AND BRAND MANAGEMENT by CHITALE, A K & GUPTA, R, PRENTICE

HALL

Session 2019-20 Page:1/1