Product and Brand Management- Practical

Paper Code: 
24DBSG804
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to understand various aspects of product and brand management with help of interactive sessions like group projects, case studies and presentations.

 

 

 

 

 

 

 

 

 

Course Outcomes: 

 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24DBSG804

 

Product and Brand Management

(Practical)

 

 

CO241: Enhance analytical skills through case study presentation for topics related to product management.

CO242:  Determine the  concepts related to Brand Management

CO243: Perform and exhibit creativity through power point presentations on varied topics namely brand personality, brand architecture.

CO244: Develop creativity through power point presentations on line and brand extensions

CO245: Analyze the  recent trends through appropriate cases.

CO246: Contribute effectively in course-specific interaction    

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 

 

 

 

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
  • Power point presentation on Brand personality and  Brand Architecture
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

UNIT V: Emerging Brand Applications                                                                     (06 hours)

  • 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: 

SUGGESTED READINGS 

  • 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:

REFERENCE JOURNALS:

  • Journal of Marketing
  • Marketing Management
  • Marketing Research
Academic Year: 
2024-2025
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