Product and Brand Management
Subject Overview
The sixth Marketing group elective, covering product management and portfolio planning, product planning/development and market entry decisions, brand fundamentals and branding research, and brand loyalty, brand equity measurement and global branding strategies. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Product management fundamentals
Product manager's role, planning and control systems, product portfolio planning and mapping, competitive brand market position, impact of global forces on products
Unit 2: Product planning and development
Objectives, strategic reasons, processes, challenges of product planning, demand forecasting, estimating market opportunity, test marketing types and design, market entry decisions, national launching and tracking
Unit 3: Brand fundamentals
Concepts and significance of a brand, brand mark and trademark, types of brands (family, individual, private, co-branding), selecting a brand name, branding decisions, customer-based brand equity, branding research design
Unit 4: Brand loyalty and equity management
Loyalty programs and building strong brands, measuring brand performance, brand extensions, brand equity measurement, brand leverage, global branding strategies, brand audit, role of the brand manager, brand rejuvenation and relaunch