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Product and Brand Management - Mgt532

Product and Brand Management - Mgt532

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Published by: meetpal on Sep 02, 2010
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Lovely Professional University,Punjab
Course No.
Course Title:0
Course Planner :-
13437 :: Anju Saini
Format For Instruction Plan
[for Courses with
Lectures and Tutorials ]
Donald Lehmann, Product Management, Tata McGraw Hill, New Delhi, Fourth edition1.Keller Kevin Lane, Strategic Brand Management: Building, Measuring and Managing Brand Equity, PHI, New Delhi, 20082.
Other Specific Books
Kelvin Lane Keller,Best practices cases in Branding ,PHI publication,20083.Mathur U C,Brand management Text and cases,Macmillan India Ltd,20064.
Other Readings
Jouranls atricles as compulsary readings (specific articles,
Complete reference
)Sr. No.
Paniel P Amos,Aflacs CEO explains how he feel for the duck,HBR,vol 5,no 1,Jan-Feb 2010,p119-1225Bart Becht,Building a company without borders,HBR,vol 5,no 4,April 2010,p97-1006Marco Bretini and Luc Wathieu,How to stop customers from fixating on price,HBR,vol 5,no 5,May 2010,p69-757P Stanley,Dancing with the stars,proquest,Adweek Mar 8,2010;51,10;ABI/INFORM Global p11-128Eric Zeitoun,Stages of grief,proquest,www.brandpackaging.com,Feb2010,p24-289Ron sellers,Top of mind,proquest,Brandweek,May3 ,2010;51,18;ABI/INFORM Global,p5410Jan Brassem,Money matters,proquest,National jewelers,Jul 2008;102,8;ABI/INFORM, Trade and industry,P411Rebranding Ericsson in India,IUP case folio,vol10,no4,Apr 2010p-712
Relevant Websites
Salient FeaturesWeb adress
(only if relevant to the courses)
Sr. No.
Approved for Autumn Session 2010-11
Page 1 of 9
www.proquest.inrelevant articles about management13www.emeraldinsight.comArticles & Papers on Marketing-With special focus on ContemporaryIssues14www.economictimes.comSpecial Issue on Brand Equity15
Week No.Lecture No.TopicChapters/Sections of Textbook/otherreferenceHomework to beAssigned to studentsPedagogical toolDemonstration/casestudy/images/anmationctc. planned
Detailed Plan For Lectures
Part 1
Lecture 1
Week 1
Introduction to Product &Product Related ConceptsBook :1,ch-1/p1-12Lecture 2Product Management & ScopeBook :1,ch-1/p12-16Lecture 3Marketing Organization & typesBook :1,ch-1/p17-21Lecture 4
Week 2
Marketing Planning:Components of Marketing PlanBook :1,ch-2Lecture 5Defining the Competitive Set:Levels of Market CompetitionBook :1,ch-3/p49-49-61
HomeWork 1 Allocation
Lecture 6Methods for Determining CompetitorsBook :1,ch-3/p61-71
Term Paper 1 Allocation
Lecture 7
Week 3
Category Attractiveness Analysis: Aggregate MarketFactors, Category Factors,Environmental AnalysisBook :1,ch-4Energy Bar :Categoryattractiveness summaryBook-1,p 93Lecture 8Competitor analysis:sources of informationBook :1,ch-5/p102-113Lecture 9Assesing competitors current objectives and strategiesBook :1,ch-5/p113-122Lecture 10
Week 4
Differential advantage analysisBook :1,ch-5/p122-137
HomeWork 1Submission
Energy BarDifferentialcompetitor analysisBook-1,p 131
Part 2
Lecture 11
Week 4
Customer Analysis : Purpose,Segmentation CriteriaBook :1,ch-6
HomeWork 2 Allocation
Approved for Autumn Session 2010-11
Page 2 of 9

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