Program: Master in Business Administration Batch: 2010-12

SESSION PLAN for 2011-12

Area: Course Name: Trimester: Course Code / Credits: Course instructor: Marketing Product & Brand Management IV MBC - 415 / 3 Credits

Dr.P.K. Das, Mukesh Mishra, Budhaditya Padhi This course will help participant to understand major concepts and tools of Product &Brand Management i.e.Prodcut portfolio management, NPD process, PLC strategies, Objectives: whats a brand and how do branding works, how brand equity is build measured and managed and important decision in developing a branding strategies

This course will develop skills in participant such as how to manage product Portfolio, Learning Outcome: framing product strategies, how to build a brand, how to position it in the maindsets of customer and how to leverage a strong brand. Case Analysis / Assignment I & II Quiz / Surprise Test I & II Mid Trimester Exam Class Participation Attendance End Term Exam Weight age 10% 10% 20% 5% 5% 50% 100% Marks (5+5) =10 (5+5) =10 20 5 5 50 100

Evaluation Parameters:

Session no.

Particulars / Content MODULE 1 -

Teaching pedagogy

Reading Material Lehman Donald, winer Russell, Product Management, Lehman Donald, winer Russell, Product Management, Lehman Donald, winer Russell, Product Management, Lehman Donald, winer Russell, Product Management Lehman Donald, winer Russell, Product Management, Chunawalla S.A., Product Management

Remarks

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Job function of a Product Manager, Product Planning Defining Competitive set, Category Attractiveness Analysis Competition Analysis Customer Analysis Market Potential Analysis, Pricing Decision MODULE 2 NPD- Business Objectives and Market Opportunities Analysis Refinement of the product concept into a new product and business Prelaunching Checklist and launching Strategies for new product Product Portfolio Management Case Study-HUL Product Portfolio Managing PLC-Case Study-Scissor Cigarette

Lecture Lecture Lecture Lecture Lecture

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Lecture Lecture Lecture Case analysis Case Analysis

Chunawalla S.A., Product Management

MODULE 3 11 12 13 14 15 16 17 18 19 20 21 22 Branding concept, function and branding decision Case Study-Tata Steel From Commodity to Brand Brand Identity System Case Study- Starbuck/Costa Coffee Brand Equity Brand Equity Continue Brand Personality Brand Personality Continue MODULE 4 Brand Architecture- Case Study-P&G Brand Management System Understanding Brand Role Case study-Cadbury Product Portfolio Leveraging the Brand Lecture Case Analysis Lecture Case Analysis Lecture Lecture Lecture Lecture Case Analysis Lecture Case Analysis Lecture David Aaker, Building Strong Brand, David Aaker, Building Strong Brand, David Aaker, Building Strong Brand, David Aaker, Building Strong Brand, Jean Noel Kapferer, Strategic Brand Management David Aaker, Building Strong Brand, Jean Noel Kapferer, Strategic Brand Management

David Aaker, Building

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Leveraging the Brand Brand Extension strategies Case Study-BoroPlus More Brand Positioning Brand Building Brand building Continue Managing global brand-Case StudySamsung-The making of global brand Brand Revitalization

Lecture Lecture Case Analysis Lecture Lecture Lecture Case Analysis Lecture

Strong Brand, David Aaker, Building Strong Brand, David Aaker, Building Strong Brand, David Aaker, Building Strong Brand, David Aaker, Building Strong Brand, David Aaker, Building Strong Brand, Chunawalla S.A., Product Management

Text Books: 1. David Aaker, Building Strong Brand 2. Lehman Donald, winer Russell, Product Management, TMH 3. Keller Kevin, Strategic Brand Management, Pearson Education

4. Chunawalla S.A., Product Management, Himalaya Publishing House Reference Books: 1. YLR Moorthi, Brand Management, Vikas Publishing House Pvt. Ltd 2. David Aakers, Managing Brand Equity, New York; Free press. 3. Jean Noel Kapferer, Strategic Brand Management, New York: Free press. 4. Lynn B. Upshaw, Building Brand Identity. 5. Wheelright, Steven C. and Clark, Kim B, Revolutionizing Product Development 6.. Kahn, New product planning, Sage 7. Tapan K. Panda- Branding-Paradigms and Prognostications-ICFAI University press 8. Sengupta Subroto, Brand Positioning, TMH 9. Gupta S.L - Brand Management, Himalaya 10. Mazumdar, Ramanuj, Product Management in India., PHI 11. R.K.Srivastav, product Management & New Product Development, Excel Books. 12. Debasis Pati- Branding concept and process- Macmillan 13. T. K. Panda-Building Brands in Indian Market-Excel 14. Choudhry.P.K, Gupta Ajay; Successful Promotions build Successful Brands, University Press