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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. Foundation of this course rests on industry experience of faculty.

Course Material- A compilation of research articles.

S.N	Topics/Activities	Case/caselet* list etc.	Reading material
Module I- Basics of Brand Management
1	Introduction	-
2	Brand Meaning	Caselet of Vistara	Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16.
3	Brand Identity & Brand Positioning	Kapferer’s Brand Prism Exercise	Ponnam, A. (2007). Comprehending the Strategic Brand Building Framework of Kingfisher in the Context of Brand Identity Prism. The Icfai Journal of Brand Management, 4(4), 63-71.
4	Evolution of brand	Case of Dove	Merrilees, B. (2005). Radical brand evolution: a case-based framework. Journal of Advertising Research, 45(2), 201-210.
5	Strategic Brand Vision and Brand Metrices	Caselet of Bajaj	Urde, M. (1999). Brand orientation: A mindset for building brands into strategic resources. Journal of marketing management, 15(1-3), 117-133.
Module- Basics of Product Management
6-7	PLC Management and Architecture	Case of LG	Dhalla, N. K., & Yuspeh, S. (1976). Forget the product life cycle concept.
8	Product category development	Brand Dynomo: Challenges in communication for OTC Branding	Rayport, J. F. (2013). Advertising's new medium: human experience. Harvard business review, 91(3), 76-82.
9-10	New Product Development	Yoo, Y., & Kim, K. (2015). How Samsung became a design powerhouse. Harvard Business Review, 93(9), 73-78.	Kolko, J. (2015). Design thinking comes of age.
11-12	Product Portfolio Management	Case of Perfetti Van Melle : Saraogi, A. (2008). Lessons in branding from the gums line of perfetti van melle in India. Vision, 12(2), 61-73.	Cooper, R. G., & Edgett, S. J. (2001). Portfolio management for new products: picking the winners. Product Development Institute, Ancaster, Ontario, Canada.
Module- Applications of Product and Brand Management
13-14	Luxury branding	Wilson, J., Eckhardt, G., & Belk, R. (2015). Luxury branding below the radar. Harvard Business Review, 26-27.	Kapferer, J. N. (2016). The challenges of luxury branding. The Routhledge companion to contemporary brand.
15	Merger and rebranding	Villegas, F. (2013). First Make It Work, Then Rebrand It.	Machado, J. C., De Lencastre, P., De Carvalho, L. V., & Costa, P. (2012). Rebranding mergers: How attitudes influence consumer choices?. Journal of Brand Management, 19(6), 513-524.
16-17	Brand Valuation	Kellog’s case	Salinas, G., & Ambler, T. (2009). A taxonomy of brand valuation practice: Methodologies and purposes. Journal of Brand Management, 17(1), 39-61.
18	Supply Chain in branding and sustainability	Cases of Disney consumer products	Amaeshi, K. M., Osuji, O. K., & Nnodim, P. (2008). Corporate social responsibility in supply chains of global brands: A boundaryless responsibility? Clarifications, exceptions and implications. Journal of Business ethics, 81(1), 223-234.
19-20	Project Presentations	Identified brand for the group project

*Case list may be modified as per the faculty teaching the course.


Evaluation

Component	Weight
Class Participation	10
Assignments	10
Quizzes	10
Group Project	30
End-Term Exam	40

Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 08/11/2020 at 01:56 PM
Category: BM 19-21 T-V Doctype: Document