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SYLLABUS
                                          Product and Brand Management



          Objectives: The focus of this course is on decisions about how a company can build and manage its products so that they are
          profitable to the company and at the same time  adequately meet target customers' needs and wants. The  course aims  to
          synchronize product and brand management processes.

            S. No.                                          Description
              1.    Introduction to Product & Product Related Concepts: Product Management & Scope
                    Marketing Organization & Types, Marketing Planning: Components of Marketing Plan
                    Defining the Competitive Set: Levels of Market Competition, Methods for Determining Competitors
                    Category Attractiveness Analysis: Aggregate Market Factors, Category Factors, Environmental Analysis
              2.    Competitor  Analysis:  Sources  of  Information,  Assessing  Competitors’  Current  Objectives  &  Strategies,
                    Differential Advantage Analysis
                    Customer Analysis: Purpose, Segmentation Criteria
              3.    Market Potential & Sales Forecasting, Methods of Estimating Market & Sales Potential
              4.    Developing Product Strategies, PLC, Product Strategies Over the Life Cycle
                    Managing New Product Development ,Product Modification, Line  Extension & Brand Extension
              5.    Brands & Brand Management, Branding Challenges & opportunities, Concept of Brand Equity
              6.    Strategic Brand Management Process: Introduction & Phases
              7.    Identifying & Establishing Brand Positioning: Building A Strong Brand,  Positioning Guidelines
              8.    Planning  &  Implementing  Brand  Marketing  Programs:  Criteria  for  Choosing  Brand  Elements,  Options  &
                    tactics for Brand Elements, Use of IMC for Brand Building, Leveraging Secondary Brand Associations to Brand
                    building
              9.    Measuring  &  Interpreting  Brand  Performance:  Developing  A  Brand  Equity  Measurement  &  Management
                    System, Measuring Sources of Brand Equity & Outcome of Brand Equity
              10.   Growing & Sustaining Brand Equity: Designing & Implementing Branding Strategies
                    Managing Brands Over Time
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