PRODUCT & BRAND MANAGEMENT
Dr. Sandip Anand
- 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.
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