PRODUCT AND BRAND MANAGEMENT- PRACTICAL

Paper Code: 
DBSG 814
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO 246:  Enhance analytical skills through case study presentation for topics related to product management.

CO 247: Exploration of concepts related to Brand Management

CO 248:  Showcase creativity through power point presentations on varied topics namely brand personality, brand architecture.

CO 249:  Showcase creativity through power point presentations on line and brand extensions

CO 250:  Exploration of recent trends through appropriate cases.   

Approach in teaching:

Interactive Lectures, Discussion, PPT, Sharing web links. 

 

Learning activities for the students:

Self learning assignments, Role plays, presentation, case study discussions. 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group Projects

 

6.00
Unit I: 
Product Management
  • Case study on management of new product development process
  • Group discussion on strategies used to manage product life cycle stages

 

6.00
Unit II: 
Concept of a Brand, Brand Management & Brand Evolution

Identification and Power Point presentation of Consumerism Continuum for some specific industry

6.00
Unit III: 
Brand Equity, Brand Personality & Brand Architecture
  • Case study on Brand Equity
  • Case study on Brand Architechture

 

 

6.00
Unit IV: 
Line Extensions, Brand Extensions & Brand Hierarchy

Power point presentation on Line and Brand Extensions done by Companies

6.00
Unit V: 
Emerging Brand Applications

Case studies on CO Branding and Employment Branding

Essential Readings: 
  • Panda, K, Tapan, (2016), Product and Brand Management, Oxford University Press.
  • Sharma, P.K., & Pareek, Renu, (2009), Product & Brand Management. RBD
  • Donald, R.L., & Russell S.W. (2002). Product Management (3rd Ed.). Tata McGraw Hill
  • Keller, K.L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring and Managing Brand Equity (5th Ed.). Prentice Hall

 

References: 
  • Trott, P. (2008). Innovation Management and New Product Development (4th Ed.). Prentice Hall
  • Kapferer, J. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th Ed.). Kogan Page
  • Reis, A., & Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw Hill Education

 

E- RESOURCES:

 

JOURNALS:

  • Journal of Marketing
  • Marketing Management
  • Marketing Research

 

Academic Year: 
2023-2024
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