Product and Brand Management
PGDM
II Year
Batch
20013-15
Course Title : Product and Brand Management
Text
Book : Strategic
Brand Management, Building, Measuring and
Managing
Brand Equity-Kevin Lane Keller
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 % - Attendance – 10% - Assignments – 10% - Case Discussion / Case presentations – 20% - Individual / Group Presentation – 10% - 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.
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
§ Brand
Positioning for Competitive Advantage; Subroto Sen Gupta
Portals to visit
Course Structure
Session No.
|
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- (Click the below link to download the article)
https://drive.google.com/file/d/0B_kky3YZlxTfbXBxa01jLWZoeG8/edit?usp=sharing
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,
(Assignment
1: Characteristics of Brands)
|
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 (Assignment 2: Top 10 Retail Brands of India and its
Brand Equity)
|
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 (Assignment 3: Celebrity Endorsement and Luxury Branding)
|
20
|
Revitalizing Brands,
Management over time
|
21
|
Article Review : 8 P’s
of Luxury Brand Marketing
|
22
|
Revision
|
To download PBM syllabus in MS word Format- click the link below
https://drive.google.com/file/d/0B_kky3YZlxTfX3g1Q0dWMnJpS00/edit?usp=sharing
https://drive.google.com/file/d/0B_kky3YZlxTfX3g1Q0dWMnJpS00/edit?usp=sharing
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