Course Outline:

N
o.
01

Marketing & Marketing Organization-

Readings from the prescribed text

& other sources
B 1; Pages 3 to 17

02

Marketing Planning-

B 1; Pages 26 to 37

Learning outcome/ Questions to

elicit
Product Management & Changes Affecting Product
Management.
Components & Process of Marketing Planning.

03

The Case of Waterbeds

Case No. 1

Preparation of a Marketing Plan.

04

Developing Product Strategy- s

B 1; Pages 228 to 236

Elements, Objectives of& Strategy for Positioning.

05

Product Life Cycle

B 1; Pages 249 to 253

06

Story of the Radio Receiver

Case No. 2

Overall strategy & marketing implications of each

stage of s PLC.
Various strategies over the stages of PLC.

07

Product Modification-

B 1; Pages 258 to 264

Line Extensions; New Ideas & Slightly new ideas.

08

New Product Development

B 1; Pages 264 to 279

Process of New Product Development.

09

Changes in Lifetime Achievement

Case No. 3

Applicability of New product introduction.

10

Product Management; by Donald R. Lehman &

Russell S. Winer; 102 to 127 & 140 to 158

Assessing competitors & consumers objectives &

strategies.

Product Management; by Donald R. Lehman &

Russell S. Winer; Pages 75 to 88

Aggregate Market, Category & Environmental

Factors

Case No. 4

Pricing Strategy & its justification.

13

Competitor Analysis- Assessing

Competitors objectives & Strategies;
Customer Analysis.
Category Attractiveness- Market &
Category Factors & Environmental
Analysis.
Pricing of Innovative
Product
Market Potential-

B 1 ; Pages 187 to 215

14

Pricing Decisions/ Channel Mngt.

B 1; Pages 293 to 310 & 390 to 410

Estimating market & sales potential and Sales

Forecasting.
Pricing objectives & methods; Channel selection &
Mgt.

15

The Wonder Drug

Case No. 5

11
12

Details of the Session

Distribution strategies.

Date

16

Brands & Brand Mgt.-

Pages 2 to 26

17

Branding Challenges & Opportunities

& Brand Equity.
Which Direction Should The Brand
Take?

B 2 ; Pages 30 to 41

How Do Brands Matter; Can everything be

Branded.
Challenges & Opportunities & Brand Equity.

Case No.6

Branding Process

19

Strategic Brand Mgmt. Process

B 2; Pages 38 to 41

The Process of Strategic Brand Management.

20

Customer Based Brand Equity.

B 2 ; Pages 48 to 51

Tools, knowledge & outcome of CBBE.

21

Case No. 7

22

Sources of Brand Equity & Building

Strong Brands.

B 2 ; Pages 53 to 84s

Brand Awareness & Image; Steps in building a

Brand.

23

Identifying & Establishing Brand

Positioning

B 2 ; Pages 98 to 117

Basic concepts & positioning guidelines.

24

Case No.8

25

Brand Mantras & Brand Audit

B 2 ; Pages 121 to 131

Core brand associations & mantras; inventory &

exploratory.

26

Choosing Brand Elements

B 2 ; Pages 140 to 179

Criteria & Options for choosing brand elements.

27

Case No.9

28

Leveraging Secondary Brand

Associations-

B 2 ; Pages 30 to 41

Co-Branding, Licensing & Celebrity Endorsement.

18

29

Brand Value Chain & Brand Tracking

Studies

B 2 ; Pages 316 to 333

The new accountability & designing brand

tracking studies.

30

Case No. 10

31

Designing & Implementing Brand

Strategies

B 2; Pages 435 to 472

Brand Architecture, Brand hierarchy & Brand

Strategy.

Brand Extensions

B 2 ; Pages 497 to 526

Advantages, disadvantages of & guidelines for

Brand extensions.

Managing Brands over time

B 2; Pages 30 to 41

Reinforcing & Revitalizing Brands.

3
2
3
3

Academic DishonestyAcademic Dishonesty or Plagiarism, copying others work without siting reference, fabrication of results, deception, cheating and malpractice in submissions of
assignments, case solution or any other assessments including examinations is unacceptable and breach of trust. Students are advised not to resort to such practices.
Violations will be dealt in APRC according to the rules 8.1.14, 8.2, 8.5.2 & other rules given in Aide Memoire (Rule Book) & any other rules informed from time to time.

Reference Books:
1
2

Product Management; by Donald R. Lehman & Russell S. Winer; McGraw Hill Education; 4th Edition.
Strategic Brand Management; by Kevin Lane Keller, M.G.Parameswaran & Isaac Jacob; PEARSON; 3rd Edition.

Brand Management Principles & Practices by Kirti Dutta OXFORD Higher Education Publication; 1 st Edition.

Strategic Brand Management (Indian Edition) by Richard Elliott & Lary Percy; OXFORD Publications.

Strategic Brand Management- Creating & Sustaining Brand Equity Long Term by Jean-Noel Kapferer; KOGAN PAGE
Publication 2nd Edition.