Page 47 - REC :: MBA CURRICULUM AND SYLLABUS :: R2019

Subject Code Subject Name (Theory course) Category L T P C
BA19P04 Product And Brand Management FE 3 0 0 3
Objectives:To help students understand the fundamentals of Product and Brand Management and make participants
understand competition at product level as well as brand level.
The course is designed broadly to:
 To familiarize the students with product management decision-making and product strategy.
 To comprehend and analyse product decisions in terms of new product idea generation and screening, product use
testing, packaging, test-marketing, pre-launch and launch management.
 To introduce students to the strategic brand management concepts like brand awareness, brand knowledge, brand
identity, brand personality and brand associations.
 To promote understanding of brand communications and brand extensions.
 To discuss and impart skills inbuilding and measuring brand performance and consumer-based brand equity using
tactical branding decisions.

UNIT-I Introduction to Product Management: Introduction to product concepts-Levels of product- 9
Product hierarchy-Product classifications-Product portfolio-Product decisions-Marketing
strategies for different stages in PLC.

UNIT-II New Product Development Process: Idea generation and Screening-Concept Development- 9
Product Development-Differentiation and positioning decisions-Concept testing-Product-use
testing-Packaging-Test Marketing and alternative methodologies-Product pre-launch and launch
management-Commercialisation.

UNIT-III Strategic Brand Management: Definition of a Brand – The concept of Brand Equity and its 9
elements - brand awareness, brand image, brand knowledge, brand identity, brand personality,
brand associations.

UNIT-IV Brand Communication and Brand Extension: Brand loyalty programs – Brand promotion 9
Methods – Role of Brand ambassadors and celebrities – On line Brand promotions-Brand
positioning- Brand extension – Re-branding and re-launching.

UNIT-V Measuring Brand Performance and Brand Equity: ROMI-Conducting brand audits-Designing 9
brand tracking studies-Establishing a brand equity management system-Developing a brand
architecture strategy.

Total Contact Hours : 45
Course Outcomes:Upon successful completion of the course, the students should be able to:
Effectively utilise their knowledge on concepts related to Product Management and Brand Management

which are highly inter-related in a product-marketing process.
Apply their knowledge related to Product Management concepts product portfolio, product lifecycle

and new product development in work settings.
Critically analyse various concepts on brand equity and its elements like brand image, brand identity,

brand personality and brand associations.
Evaluate techniques in brand communication and brand promotion strategies, brand positioning and

brand extension strategies.
Develop analytical skills and decision-making based on concepts related to measuring brand

performance and brand equity.

Text Book (s):
1 Product Strategy and Management, Michael Baker and Susan Hart, Pearson Education, Second Edition.
Strategic Brand Management, Kevin Lane Keller, M.G. Rameswaram and Isaac Jacob, Pearson Education, Third
2
Edition.
Reference Books(s) / Web links:
1 Product Management, Donald R. Lehmann and Russell S. Winer, Fourth Edition, TMH.
2 Innovation Management and New Product Development, Paul Trott, Fourth Edition, Pearson.
3 Strategic Brand Management, Kapferer, J.-N. (1997). London: Kogan Page Limited.

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