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Subject : FT – 303 MMAJ " PRODUCT AND BRAND MANAGEMENT"

Course Objectives:

The objective of this course is to acquire the conceptual understanding of Product and Brand Management and its applications for corporate growth and development.

Examination Scheme:

The faculty member will award internal marks out of 40 based on three assessments of 20 marks which best two will be considered. The end semester examination will be worth 60 marks having theory and cases/practical problems.

Course Contents:

  1. Introduction to Product Management: Why Product Management, Relationship between Marketing and Product Management, Product Management Process. Functions of Product Manager, Role and Responsibilities of Product Manager.

  2. Product Life Cycle: Concept of PLC, Operationalizing the aspect of PLC concept, PLC as forecasting model, PLC as guideline for Marketing Strategy, Extension of PLC.

  3. New Product Development: Characteristics of Successful Product Development, New Product Development Process and Organization.

  4. Brand Management: Concept, decision, elements and brand portfolio.

  5. Brand Association: Brand Awareness, identity, image, personality and loyalty: Managing Brand Equity through Brand Loyalty, Measuring Brand Equity.

  6. Branding Strategies: Evaluation of Brands, Perceived Quality, Brand Positioning  and Repositioning , Brand  Extension Decisions.

  7. Emerging Trends in Product & Brand Management

Text Readings:

  1. Majumdar, Ramanuj, "Product Management in India", PHI
  2. David A. Aaker, Rajeev Batra and Jhon G. Meyer. " Advertising Management ", New Delhi. PHI
  3. David A. Aaker "Managing Brand Equity", New York. Free press.
  4. Jean Noel Kapfers. "Strategic Brand Management", New York, Free Press.

Suggested Readings:

  1. Moorthi, Y.L.R., " Brand Management", Vikas
  2. Kumar Ramesh, S., "Managing Indian Brands"
  3. Oguinn, T.C., Allen, C.T.and Semenik, R.J., Vikas "Advertising and Integrated Brand  Management ". Thomson

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