L T P/S SW No. of PSDA Total Credit Units::: Three

Annexure ‘AAB-CD-01’
Course Title : Product and Brand Management L T P/S SW No. of PSDA TOTAL
Course Code : MKTG 711 CREDIT
Credit Units : Three UNITS
Level : PG
2 0 0 2 2 3
Course Objectives:
In congruence with the aim of marketing to convert a commodity into an identifiable product and to a subsequent brand, the course involves the objective of
imparting comprehensive understanding of the process of product strategy and the fundamentals of building, measuring, and managing a brand. The course will
provide students with a knowledge and insight into managing product-markets and building brand equity involving managing brands within the context of other
brands., as well as managing brands over multiple categories, over time, and across multiple market segments.
Prerequisites:
The student opting for this course should have successfully completed the foundation courses in Marketing. The student is expected to combine the learning
across specialization courses including Marketing Communication & Market Research. Some work experience, whether in a family owned business or with a
medium-to-large organization is desirable but not necessary.
Module Weightage
Module I Introduction to Product Management 20% Weightage
The Process of PBM

Product Strategy as an element of competitive strategy
Defining Competitive set
Category Attractiveness Analysis
Competitor Analysis, Customer Analysis
Module II New Product Development and PLC 20% Weightage
Process of Strategic Product Creation and Innovation
New Product Ideation, Product Testing
New Product Forecasting and Adoption
Product Strategy over Life Cycle
Linking Strategy to Product Portfolio
Module III Introduction to Brand and Brand Management 15% Weightage
Brand as a Generic Programme
The Product and the Brand
Strategic Brand Management Process
Concept of Brand Equity, Brand Identity & Positioning
Module IV Designing & Implementing Brand Marketing Programs & Strategies 15% Weightage
Using Brand Elements & Brand Associations to build Equity
Brand Extension
Brand Architecture and Multi Brand Portfolios
Designing Branding Strategy
Brand Turnaround and Rejuvenation
Managing Global Brands
Module V Brand Equity Measurement and Management 15% Weightage
Brand Value Chain
Brand tracking Studies
Understanding and Measuring brand equity using Aaker, Keller, Kapferer, Young and
Rubicum, Inter brand methodologies (methods of brand valuation)
Module VI Latest Development, Trends and Practices 15% Weightage
The Digital Brand
The Rise of Chatbots and Branding Strategy
Course Learning Outcomes:

 After successful completion, the course enables students to identify, summarise and associate variables that drive the success of brands and product lines
and the interrelationships among these variables.
 The course helps graduates in being better equipped to analyse and apply practical tools to interpret, adapt and appraise product and brand strategies in
an array of customer contexts and competitive contexts.
Pedagogy for Course Delivery:

The delivery of this course will be done using a unique four quadrant approach which correspond to e-Tutorial, e-Content, Assessment and Discussions. Along
with an introductory video based e-tutorial, the e-content will have a mix of theory and cases for the discussion in the class. The learning will be examined and
enforced timely with the help of quizzes assessments and mid-term examinations. The course will also facilitate a discussion forum for the clarification of
various doubts/ concerns.
List of PSDA
1. Conduct a brand personality test for a brand of your choice.
2. A project report on a product failure (may be submitted in the form of a mini case study / research paper / extended write up).
3. Develop a new hypothetical product / concept and defend its origin, acceptance and viability (concept note / viva).
Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

40% NA 60%
Continuous Assessment/Internal Assessment End Term Examination
Components (Drop down) Mid-Term Exam Project Viva Attendance
Linkage of PSDA with Linked with Linked with

Internal Assessment PSDA 1 & 2 PSDA 3
Component
Weightage (%) 10% 20% 5% 5% 60%
CLO Mapping
Bloom’s Level > Remembering Understanding Applying Analysing Evaluating Creating
Course Learning Outcomes CLO1 CLO1 CLO1 CLO2 CLO2 CLO2
Assessment type/PSDA
Mid Term    
PSDA   
Viva   
End Term      
Text & References:

 Crawford, C. Merle and Di Benedetto, C.Anthony (2010), New Products Management
 Cooper, G. Robert (2001), Winning at New Products: Accelerating the Process from Idea to Launch, Third Edition.
 Cooper, G. Robert, Edgett, J.Scott and Kleinschmidt, J.Elko (2002), Portfolio Management For New Products: Second Edition.
 Kahn, B. Kenneth (2004), The PDMA Handbook of New Product Development, Second Edition.
 Lehmann, R.Donald & Winer, Russel S(2004), Product Management, Pearson Education
 Keller, Kevin Lane (2013), Strategic Brand Management : building, measuring, and managing brand equity, Pearson
 Kapferer,Jean-Noël (2012),The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term.
 Temporal, Paul (2010), Advanced Brand Management: Managing Brands in a Changing World.

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Annexure ‘AAB-CD-01’

Module I Introduction to Product Management 20% Weightage

The Process of PBM

Course Learning Outcomes:

Pedagogy for Course Delivery:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

Continuous Assessment/Internal Assessment End Term Examination

Components (Drop down) Mid-Term Exam Project Viva Attendance

Linkage of PSDA with Linked with Linked with

Weightage (%) 10% 20% 5% 5% 60%

Course Learning Outcomes CLO1 CLO1 CLO1 CLO2 CLO2 CLO2

Text & References:

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