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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