Product and Brand Management 2014-16 Course Outline

 

PGDM II Year

Batch 2014-16

Course Title               :           Product and Brand Management

Text Book                   :           Strategic Brand Management, Building, Measuring and

Managing Brand Equity-Kevin Lane Keller, Third Edition, 2011

Faculty                        :           Dr.S.SaiGanesh, saaigee@yahoo.com, www.saiganeshhosur.blogspot.in

Course Description

The aim of the course is to provide a comprehensive understanding of the subjects of brands, brand equity and strategic brand management. It will introduce students to concepts and techniques as well as current thinking on design and implementation of marketing programmes to build strong brands, and sustain them over time in varying product market contexts. The course also provides an overview of the product management function, the role and responsibilities and tasks of a product manager in implementing marketing and brand strategies.

Pedagogy

Pedagogy for teaching will be a mix of lectures, class discussions; in-class exercises, video presentations, article reviews and case analyses. Emphasis will be on concept learning and case analysis.

Evaluation Scheme (During the Term Assessment)

Midterm Examination – 40 % , Mini Project-20%  - Attendance – 5% -  Assignments – 10% - Case Discussion / Case  presentations – 10% -  Individual / Group Presentation – 5%  - Quiz -5% -  Class room behaviour / class participation – 5%  / Equal weightage will be given for end term examination i.e. during the term assessment will be consolidated for 50 marks and end term examination will be conducted for 50 marks

Conduct

Students are required to come prepared to the defined sessions as outlined in the course structure, failing which they may not be allowed to attend the class. They may be asked to give individual or group presentation of cases. Coming late to class is not permitted. Assignments, class tests, surprise tests and quizzes will be conducted.  Assignments should be submitted on time, late submission will not be considered for evaluation at any cost. When there is a case presentation, students should come prepared for case discussions and they are expected to participate actively. A one-page analysis should be submitted to the Instructor on the day of case discussion and a detailed analysis on the day of discussion.

Extra Reading

1. Brands and Branding – Harvard Business School note – Author Douglas B.Holt
2. New Product Markets…create and dominate them Apple style! (Author Michael Harris)
3. How Stories Drive Growth: Skype – (Authors - Debra Schifrin & Prof. Jennifer Aaker)
4. Brand Love (Authors – Rajeev Batra, Aaron Ahuvia & Richard P.Bagozzi)
5. Mattel Inc.’s Barbie: Brand Merchandising Strategies

Reference Books

• Product Management; Donald R Lehman and Russael S. Winer; Prentice Hall
• Building Strong Brands; David Aaker, Simon & Schuster
• New Strategic Brand Management; Joan Noel Kapfarer
• Marketing Management; Kotler, Koshy, Jha; Prentice Hall
• Product Management, , Fourth Edition, Donald R.Lehmann, Russell S. Winner,
• Product Design and Development, Third Edition, Karl T.Ulrich, Steven D Eppinger, Tata McGraw Hill

Portals to visit

1.      Agency Faqs - http://www.agencyfaqs.com

2.      Ad Mag - www.admag.co.uk

3.      www.desibrandstrategy.com

4.      http://www.brandingstrategyinsider.com

5.      Brand Guru -David Aaker’s Blog -www.prophet.com/blog/aakeronbrands

Mini Project

§     

      Students should take a mini Project on Brand Extension / Line Extension and submit before October 9^th 2015 (Group Project)

Assignments

1.      Branding for Children and Women

2.      Top 10 Retail Brands of India and its Brand Equity

3.      Strategies for Luxury Branding and history of Heritages Brands in India

Course Structure

Session	Contents
1	Product Management Organization and Forms (Philip Kotler - Chapter 12) The Product Manager Explains Her Role – You tube video (Article Review - Understanding customer need during new product development ) – Individual Assignment Case study - Developing a new TV product (In-Class Exercise)
2	Brand Basics , Branding Challenges and Opportunities
3	Customer Based Brand Equity, Steps in Brand Building,
4	Case Study – Discussion / Presentation Disney Consumer Products: Marketing Nutrition to Children HBS Case
5	Brand Positioning, POPs and PODs, Brand Elements ,
6	Brand Quiz
7	Strategies to build Equity. Product. Pricing, Channel strategies
8	Case Study – Oscar’s Brand Equity: At the Crossroads?
9	Developing the Integrated Marketing Communications Program
10	Co-Branding, Licensing Endorsements
11	Midterm Exam
12	Building Retail Brands
13	Case study: The Gasoline Experience
14	Brand Equity Charter and report, Qualitative methods of Equity Measurement
15	Linking Brand Elements to many products,
16	New Products and Line extensions
17	Managing Brands Class room Exercise on new Product development and Branding
18	Case Study – Brand Extensions: The Good, the Bad and the Ugly
19	Luxury Brand Management
20	Heritage Brands of the world and India – Analysis and their strategies
21	Article Review : 8 P’s of Luxury Brand Marketing
22	Revision