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Course Code MKT622 Course Category Course Title PRODUCT AND BRAND MANAGEMENT Courses with conceptual focus Course Planner 11374::Dr.Anand Thakur Lectures 5.0 Tutorials Practicals Credits 1.0 0.0 3.0
TextBooks Sr No T-1 T-2 Title Strategic Brand Management Product Management Reference Books Sr No R-1 R-2 R-3 Other Reading Sr No OR-1 OR-2 OR-3 OR-4 OR-5 OR-6 OR-7 OR-8 OR-9 OR-10 OR-11 OR-12 OR-13 Journals articles as Compulsary reading (specific articles, complete reference) Kar, S. , Getting Dirty for a Cause,Article on Surf Excel (Available in Soft Copy) , Gupte, M, Shall We Say, Lights, Camera, Blackberry(Available in Soft Copy) , Article in Business Standard,Indigo Flies Past Jet to Become Largest Airline (Available in Soft Copy) , Sealey, P., How E-Commerce will Trump Brand Management ?, HBR Case (Available in Soft Copy) , Ward, S, Light L, Goldstine,J., What High Tech Managers Need to Know about Brand ?, HBR Case (Available in Soft Copy) , Dowling, G and Weeks, W., What the Media is Really Telling you About the Brand ?, MIT Loan Management Review,Vol 49, 2008 (Available in Soft Copy) , Lodish, L and Mela, C, If Brand are Bulit Over Years, Why are They Managed Over Quarters ?, HBR Case (Available in Soft Copy) , Ritson, M., Should You Launch a Fighter Brand ?, HBR Case (Available in Soft Copy) , Berthon, P., Holbrook, MB, Helbert, JM, Pitt, LF, Viewing Brands in Multiple Dimensions, MIT Loan Management Review,Vol 48, 2007 (Available in Soft Copy) , Hatch M and Schultz M, Are the Strategic Stars Aligned for Your Corporate Brand ?, HBR Case (Available in Soft Copy) , Aaker, D., Building a Brand : A Saturn Story, Vol 36, California Management Review, 1994 (Available in Soft Copy) , Mishra, A, A New Mantra of Marketing, Article on National Dairy Development Board (Available in Soft Copy) , Joshi, P, Aiming to Recover Lost Ground', Article on LG (Available in Soft Copy) , Title Brand Management : Principles and Practices Brand Management : Text & Cases Product Policy and Brand Management Author Dutta, K Verma, H V Chitale, A K & Gupta, R Edition 1st 2nd 1st Year 2012 2008 2011 Publisher Name OUP EXCEL BOOKS prentice hall, India Author Edition Year 2013 2012 Publisher Name Pearson McGraw-Hill Keller, K L., Parmeswaran, 3rd A.M.G. and Jacob, I Lehmann D & Winer R 4th
OR-14 OR-15 OR-16 OR-17 OR-18 OR-19 OR-20 OR-21 OR-22 OR-23
Cummings, M and Ottley, G, Theo Chocolate, HBR Case (Available in Soft Copy) , Heskett J and Luecke R, Porcini Pronto : Great Italian Cuisine Without the Wait', HBR Case (Available in Soft Copy) , Gao G, Lu J, Fung H., Ports : China Walk on the Global Luxury Fashion Boulevard, HBR Case (Available in Soft Copy) , Bigus P, The LEGO Group : Building Strategy, HBR Case (Available in Soft Copy) , Bei L, HTC Corporation : A Smartphone Pioneered from Taiwan, HBR Case (Available in Soft Copy) , Hess, E, Tiffany and Company, HBR Case (Available in Soft Copy) , Prats, J and Quintannila, J., Elbulli's Magic Recipe, HBR Case (Available in Soft Copy) , Kar, S., A Fresh Coat for Dulux, The Strategist, Business Standard (Available in soft copy) , Bhandari, B, Korean Takeover, The Strategiest, Business Standard (Available in soft copy) , Case Study, Brand Extensions at ITC, Dutta, K., 2012,Brand Management : Principles and Practices, Oxford Publications ,
Relevant Websites Sr No RW-1 RW-2 RW-3 RW-4 RW-5 (Web address) (only if relevant to the course) http://www.brandingasia.com/cases/philips.htm http://www.businessballs.com/roleplayinggames.htm www.emraldinsight.com www.marketingmag.com www.economicwebinstitute.org Salient Features Cases on Brand Management Role Plays Research Paper/Articles Study Material on Consumer Behavior towards Brand Key Concept/Article
Audio Visual Aids Sr No AV-1 AV-2 (AV aids) (only if relevant to the course) Video on 'What is a Brand ?' Video on Brand Equity Salient Features Inputs on Branding Attributes Inputs on Components of Brand Equity
LTP week distribution: (LTP Weeks) Weeks before MTE Weeks After MTE Spill Over 7 0 5
Week Number
Lecture Number
Other Readings, Lecture Description Relevant Websites, Audio Visual Aids, software and Virtual Labs OR-21 Insights on Product Related Concepts (Meaning, Significance and Levels)
Learning Outcomes
Pedagogical Tool Demonstration/ Case Study / Images / animation / ppt etc. Planned
Week 1
Lecture 1
T-2:Ch 1
Students will be able to Newspaper Article develop perspective on Product related concepts and use the same in product strategy formulation Students will HBR Case understand significant product dimensions and apply the learning during strategy formulation Students will be able to Discussion (with evaluate the functioning examples from for each type of different industries) organization Students will be able to HBR Case learn about formulation of marketing plan Students will be able to HBR Case conduct Competitor Analysis as part of marketing plan Students will be able to HBR Case conduct Customer Analysis in during market planning Students will be able to HBR Case conduct Competitor Analysis as part of marketing plan Students will be able to HBR Case conduct category attractiveness analysis in marketing strategy formulation Students will be able to HBR Case conduct category attractiveness analysis in marketing strategy formulation
Lecture 2
T-2:Ch 1
OR-15
Lecture 3
Introduction to Product Management(Types of Marketing Organization) Introduction to Product Management(Marketing Plan and components) Introduction to Product Management(Competitive Set & Competitor Analysis) Introduction to Product Management(Customer Analysis)
T-2:Ch 1
Insights on Product, Market and Function based Organizations OR-15 Components of Marketing Plan Focus on Levels of Competition and Methods of Determining Competitors Insights on Customer needs and segmentation
Lecture 4
T-2:Ch 2
Lecture 5
T-2:Ch 3
OR-14
Week 2
Lecture 10
T-2:Ch 6
OR-15
Lecture 6
Introduction to Product Management(Competitive Set & Competitor Analysis) Introduction to Product Management(Category Attractiveness)
T-2:Ch 3
OR-14
Focus on Levels of Competition and Methods of Determining Competitors Focus on Aggregate Market Factors and Category Factors
Lecture 7
T-2:Ch 4
OR-17
Lecture 8
T-2:Ch 4
OR-17
Week 2
Lecture 9
T-2:Ch 6
OR-15
Students will be able to HBR Case conduct Customer Analysis in during market planning Students will be able to HBR Case conduct environmental analysis as part of market planning Students will be able to Case frame useful product strategies (PLC and Positioning). Students will learn formulation of PLC strategies Students will learn about new product development Case
Week 3
Lecture 11
T-2:Ch 4
OR-16
Focus on Technological, political, economic, regulatory and social factors affecting business. Important Elements of Product Strategy
Lecture 12
T-2:Ch 8
OR-17
Lecture 13
Product Strategies(Product Life Cycle Strategies) Product Strategies(Managing New Product Development) Product Strategies(Product Modification)
T-2:Ch 8
OR-21
Insights on various phases of Product Life Cycle Significant aspects in New Product Development Important issues related to Product Modification
Lecture 14
T-2:Ch 9
RW-3
Research Paper
Lecture 15
T-2:Ch 9
OR-21
Students will learn Case product modification during different phases of PLC. Students will be able to Examples develop suitable line extension strategies during different phases of PLC. Students will be able to Video Presentation evaluate the vital elements of a brand Students will be able to Video on Brand Equity identify the sources of brand equity and frame brand building strategies Students will be able to identify and establish brand positioning
Week 4
Lecture 16
T-2:Ch 9
Lecture 17
Introduction to Brand Management (Brand and Brand Management) Introduction to Brand Management (Customer Based Brand Equity)
T-1:Ch 1
AV-1
Lecture 18
T-1:Ch 2
AV-2
Lecture 19
Introduction to Brand Management (Brand Positioning) Introduction to Brand Management (Choosing Brand Elements to Build Brand Equity) Introduction to Brand Management (Designing Marketing Programs to Build Brand Equity) Introduction to Brand Management (Designing Marketing Programs to Build Brand Equity) T-1:Ch 4
RW-1
Lecture 20
OR-8
Important Considerations Students will be able to Case in selection of Brand develop criteria for Elements choosing brand elements Marketing Programs for Students will design Case Brand Building marketing programs for brand building Marketing Programs for Students will design Case Brand Building marketing programs for brand building
Week 5
Lecture 21
T-1:Ch 5
OR-4
Lecture 22
T-1:Ch 5
OR-4
Week 5
Lecture 23
Building, Measuring, Growing and Sustaining Brand Equity(Integrated Marketing Communications to Build Brand Equity) Building, Measuring, Growing and Sustaining Brand Equity (Leveraging Secondary Brand Associations to Build Brand Equity) Building, Measuring, Growing and Sustaining Brand Equity (Developing a Brand Equity Measurement and Management System) Building, Measuring, Growing and Sustaining Brand Equity (Designing and Implementing Branding Strategies) Building, Measuring, Growing and Sustaining Brand Equity (Designing and Implementing Branding Strategies) Building, Measuring, Growing and Sustaining Brand Equity (Introducing New Products and Brand Extensions)
T-1:Ch 6
RW-1
Insights on IMC
Students will be able to design Integrated Marketing Communication for brand building Students will learn Brand Focus (Text) about use of CoBranding and Celebrity endorsement Students will be able to Case develop mechanism for brand equity management and measurement
Lecture 24
T-1:Ch 7
Lecture 25
T-1:Ch 7
OR-4
Week 6
Lecture 26
T-1:Ch 11
OR-1
Insights on Brand Students will be able to Case Architecture, Brand design and implement Hierarchy and designing branding strategies branding strategies Insights on Brand Students will be able to Case Architecture, Brand design and implement Hierarchy and designing branding strategies branding strategies (L28) Insights on new product launch (L29) Inputs on Brand Extensions (L28) Students will be (L28) Brand Focus able to introduce new (L29) Case on Brand products and evaluate Extensions brand extension opportunities (L29) Students will be able to identify brand extension opportunities. (L28) Students will be (L28) Brand Focus able to introduce new (L29) Case on Brand products and evaluate Extensions brand extension opportunities (L29) Students will be able to identify brand extension opportunities. Students will learn about reinforcing and revitalizing brand and learn to manage brand portfolio. Students will learn about reinforcing and revitalizing brand and learn to manage brand portfolio. Case
Lecture 27
T-1:Ch 11
OR-1
Lecture 28
T-1:Ch 12 R-1:Ch 12
OR-23
Lecture 29
Building, Measuring, Growing and Sustaining Brand Equity (Introducing New Products and Brand Extensions)
T-1:Ch 12 R-1:Ch 12
OR-23
Lecture 30
Building, Measuring, Growing and Sustaining Brand Equity(Managing Brands over Time)
T-1:Ch 13
OR-7
Week 7
Lecture 31
Building, Measuring, Growing and Sustaining Brand Equity(Managing Brands over Time)
T-1:Ch 13
OR-7
Case
Week 7
Lecture 32
Building, Measuring, Growing and Sustaining Brand Equity (Measuring Outcomes of Brand Equity) Building, Measuring, Growing and Sustaining Brand Equity (Measuring Sources of Brand Equity) Building, Measuring, Growing and Sustaining Brand Equity (Geographic Boundaries and Market Segments)
T-1:Ch 10
AV-2
Insights on Brand Equity Students will learn Outcomes implementation of various methods of measuring brand equity outcomes. Focus on Sources of Brand Equity Students will learn about qualitative and quantitative research tools used for capturing customer mindset. (L34) Students will (L34) Brand Focus learn to manage brands (L35) Discussion over geographic boundaries and segments (L35) To evaluate previous learning and clarify doubts. (L34) Students will (L34) Brand Focus learn to manage brands (L35) Discussion over geographic boundaries and segments (L35) To evaluate previous learning and clarify doubts.
Lecture 33
Lecture 34
(L34)Global Marketing Programs and Building Global Customer Based Brand Equity (L35) Revision
Lecture 35
Building, Measuring, Growing and Sustaining Brand Equity (Geographic Boundaries and Market Segments)
(L34)Global Marketing Programs and Building Global Customer Based Brand Equity (L35) Revision
AT No.
Objective
Evaluation Mode
HW1
Students will be allocated selected products of reputed companies Individual and will be required to conduct survey on branding attributes (visual, emotional, psychological and functional), Brand Choice Determinants from loyal customers and submit a detailed report on the same.For this purpose, Standardized Scales on relevant aspects of branding will be used by students.The HW will be attempted in two phases : Phase I will include Problem Formulation, Objective setting, Literature Review, Scale Finalization and Data Collection. Phase II will include Data Analysis, Interpretation, Findings and Suggestions. The collected data on various branding constructs (Brand Love, Emotional Branding, Brand Loyalty etc) will be analyzed and interpreted and a detailed report focusing on findings and suggestions will be framed by the students. Individual
Phase I : Problem Formulation, Objective Setting and Scale (10), Literature (10), Research Methodology and Data Collection (20).Phase II : Analysis and Interpretation (10), Findings (10) Data Anaylsis (20), Findings and Suggestions (20) Quality of Report (20)
HW2
4/6
Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Lecture Topic Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)
Introductory inputs on scope of course and models of acedemic tasks Case (Ref 5) on Product Management Progress Monitoring/Review on Academic Tasks Progress Monitoring/Review on Academic Tasks Case (Ref 17) on Branding and Media Progress Review on Academic Tasks Teacher Feedback on Evaluated Academic Tasks
Course Introduction, scope and model of evaluation Case Analysis Problem Solving Problem Solving Case Analysis Problem Solving Problem Solving