Dr. Sandip Anand

Sandip Anand is a Professor of Marketing at the Xavier Institute of Management, Bhubaneswar, India. He has been the founding dean of doctoral programs at Xavier University India. Other than XIMB, he has taught marketing courses at Mudra Institute of Communications, Ahmedabad (MICA), IIM Ranchi, Shiv Nadar University and Ravenshaw University India. As a marketing research professional he has provided consultancy to several reputed corporations. He is a recipient of Population Association of America grant 2010 from William and Flora Hewlett Foundation, USA and 2015 Transformative Consumer Research travel grant, American Marketing Association, USA. He was conferred with the K. Srinivasan Award in 2014 by Indian association for the study of population for his published work on public-private partnerships in India. His research articles have appeared in journals such as International Journal of Retail and Distribution Management, Journal of Marketing Communications, Journal of International Consumer Marketing, Journal of Food Products Marketing, International Journal of Health Care Quality Assurance, IIMB Management Review, International Journal of Rural Management, Demography India, Journal of Health Management, Haemophilia, etc. He has authored/co-authored three books. As a board member of examination, he is actively involved in the evaluation of PhD work of several candidates at IIM Calcutta, IIT Kharagpur, IIM Shillong, University of Allahabad, Amity University, etc.


  1. Course Description

This course focuses on marketing systems designed for product and brand management. In this course, integration of product & brand is done with the broader marketing strategy, and other sub-functions of marketing.

It takes a deep dive into strategic implications of the product and brand management.

The central theme of this course is the customer based equity management.

2. Student Learning Outcomes

On successful completion of the course, students will be able to

  • Learn the basic principles of product and brand management

  • Understand product innovation processes and systems being followed by large corporations

  • Envisage the societal and consumer context in which product and brand manager operates

3. Organization and Delivery of the Course

The course has 12 online sessions. Each session is for 75 minutes. Reading material consists of book chapter, cases, and articles. Pedagogy is combination of lectures, cases, case-lets (both written and visual) discussion, role play and class exercise. The objective of class exercise and case study is to simulate the managerial decision-making situations.

4. Course Resources


  • Keller, K. L.; Parameswaran, M.G. and Jacob I. (2011), Strategic Brand Management, Pearson: Delhi, India.

Reference Book

  • Crawford, M., and Benedetto, A. Di (2011) New Products Management. Tata McGraw Hill Education Private Limited

  • Kapferer, Jean-Noel (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity). Kogan Page

5. Live Project

6. Evaluation Pattern