Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials ]
Course No. MGT532 Course Title:
PRODUCT AND BRAND MANAGEMENT

L: 3

T: 1

P: 0

Cr: 4

Course Planner :-

13437 :: Anju Saini

TextBook

1. Donald Lehmann, Product Management, Tata McGraw Hill, New Delhi, Fourth edition 2. Keller Kevin Lane, Strategic Brand Management: Building, Measuring and Managing Brand Equity, PHI, New Delhi, 2008
Other Specific Books

3. 4.
Other Readings

Kelvin Lane Keller,Best practices cases in Branding ,PHI publication,2008 Mathur U C,Brand management Text and cases,Macmillan India Ltd,2006

Sr. No.

Jouranls atricles as compulsary readings (specific articles, Complete reference)

5 6 7 8 9 10 11 12

Paniel P Amos,Aflacs CEO explains how he feel for the duck,HBR,vol 5,no 1,Jan-Feb 2010,p119-122 Bart Becht,Building a company without borders,HBR,vol 5,no 4,April 2010,p97-100 Marco Bretini and Luc Wathieu,How to stop customers from fixating on price,HBR,vol 5,no 5,May 2010,p69-75 P Stanley,Dancing with the stars,proquest,Adweek Mar 8,2010;51,10;ABI/INFORM Global p11-12 Eric Zeitoun,Stages of grief,proquest,www.brandpackaging.com,Feb2010,p24-28 Ron sellers,Top of mind,proquest,Brandweek,May3 ,2010;51,18;ABI/INFORM Global,p54 Jan Brassem,Money matters,proquest,National jewelers,Jul 2008;102,8;ABI/INFORM, Trade and industry,P4 Rebranding Ericsson in India,IUP case folio,vol10,no4,Apr 2010p-7

Relevant Websites

Sr. No.

Web adress

(only if relevant to the courses)

Salient Features

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13 14 15

www.proquest.in www.emeraldinsight.com www.economictimes.com

relevant articles about management Articles & Papers on Marketing-With special focus on Contemporary Issues Special Issue on Brand Equity

Detailed Plan For Lectures

Week No. Lecture No. Topic Chapters/Sections of Textbook/other reference Homework to be Assigned to students Pedagogical tool Demonstration/case study/images/anmation ctc. planned

Part 1
Week 1

Lecture 1 Lecture 2 Lecture 3

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 Competitor analysis:sources of information Assesing competitors current objectives and strategies Differential advantage analysis

Book :1,ch-1/p1-12 Book :1,ch-1/p12-16 Book :1,ch-1/p17-21 Book :1,ch-2 Book :1,ch-3/p49-49-61 Book :1,ch-3/p61-71 Book :1,ch-4
HomeWork 1 Allocation Term Paper 1 Allocation

Week 2

Lecture 4 Lecture 5 Lecture 6

Week 3

Lecture 7

Energy Bar :Category attractiveness summary Book-1,p 93

Lecture 8 Lecture 9
Week 4

Book :1,ch-5/p102-113 Book :1,ch-5/p113-122 Book :1,ch-5/p122-137

HomeWork 1 Submission

Lecture 10

Energy BarDifferential competitor analysis Book-1,p 131

Part 2
Week 4

Lecture 11

Customer Analysis : Purpose,Segmentation Criteria

Book :1,ch-6

HomeWork 2 Allocation

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Part 2
Week 4 Week 5

Lecture 12 Lecture 13 Lecture 14 Lecture 15

Market Potential & Sales Forecasting, Methods of estimating Market & Sales Potential Market Potential & Sales Forecasting, Methods of estimating Market & Sales Potential Developing Product Strategies Product Strategies Over the Life Cycle

Book :1,ch-7 Book :1,ch-7 Book :1,ch-8/p226-248 Book :1,ch-8/p249-253 Ref-11, Case: Managing product over PLC-case of Scissors
Quiz 1

Week 6

Lecture 16

Managing New Products,Product modifications

Book :1,ch-9

Case:Identifying Consumer views and product needs Case:Kelvin Lane Keller,Best practices cases in Branding,ed 2008,p223 Case:The Coco Cola-Honest tea deal,IUP Case folio,Jan2010,Vol-X Ref-7 Ref-5 Case:Red Bull-Building brand equity,Kelvin Lane Keller,Best practices cases in Branding,ed 2008,p73

Lecture 17

Line Extension & Brand Extension

Book :1,ch-9

HomeWork 2 Submission

Lecture 18

Brands & Brand Management

Book :2,ch-1/p23-51

Week 7

Lecture 19 Lecture 20

Branding Challenges & opportunities Concept of Brand Equity

Book :2,ch-1/p52-58 Book :2,ch-1/p59

Lecture 21

Doubt clearing session

MID-TERM
Part 3
Week 8

Lecture 22 Lecture 23

Strategic Brand Management Process : Introduction & phases Identifying & Establishing Brand Positioning : Building A Strong Brand

Book :2,ch-1/p60-63 Book :2,ch-2/p73-100

HomeWork 3 Allocation

case:The Oberoi group,IUP Case folio,Jan2010,vol X

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Part 3
Week 8 Week 9

Lecture 24 Lecture 25

Positioning Guidelines Positioning Guidelines

Book :2,ch-3 Book :2,ch-3

Ref-6 case:Accenture,Kelvin Lane Keller,Best practices cases in Branding,ed 2008,p353

Lecture 26 Lecture 27

Planning & ImplementinG Brand Marketing programs: Criteria for Choosing Brand Elements Options & tactics for Brand elements

Book :2,ch-4 Book :2,ch-4

HomeWork 3 Submission

case:Open source innovation at Mozilla, IUP case folio ,Jun2010,volX Ref-12 Ref-10 Case:Volkswagen marketing strategy,IUP case folio,jan2010 volX No. 10

Week 10

Lecture 28 Lecture 29

Options & tactics for Brand elements Use of IMC for Brand Building

Book :2,ch-4 Book :2,ch-6

HomeWork 4 Allocation

Part 4
Week 10 Week 11

Lecture 30 Lecture 31 Lecture 32 Lecture 33

Use of IMC for Brand Building Leveraging Secondary Brand Associations to Brand building Measuring & Interpreting Brand Performance Developing A Brand Equity Management

Book :2,ch-6 Book :2,ch-7 Book :2,ch-8/p337-354 Book :2,ch-8/p355

HomeWork 4 Submission Quiz 2 Term Paper 1 Submission

Ref-8

case:Yahoo,Kelvin Lane Keller,Best practices cases in Branding,ed 2008

Week 12

Lecture 34 Lecture 35 Lecture 36

Measuring Sources of Brand Equity Outcome of Brand Equity Growing and sustaining brand equity:Designing & Implementing Branding Strategies

Book :2,ch-9 Book :2,ch-10 Book :2,ch-11

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Part 4
Week 13

Lecture 37

Managing Brands Over Time

Book :2,ch-12

Ref-9 Case:Snapple-Revitalizing a brand,Kelvin Lane Keller,Best practices cases in Branding,ed 2008,p329

Lecture 38 Lecture 39

Managing Brands Over Time Doubt clearing session

Book :2,ch-12

Spill Over
Week 14

Lecture 40 Lecture 41 Lecture 42

Extension lecture on Branding strategies Managing global brands Future brand priorities Doubt clearing session

Book :2,ch-11 Book :2,ch-14/p625 Book :2,ch-15/p688

Week 15

Lecture 43

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Details of homework and case studies plan

Homework No. Topic of the Homework Nature of homework (group/individuals/field work

Homework 1

Bring out the product strategy implications after studying competition levels of a particular product or service.Students can refer various methods of determining competition as given in text book-1 Do a detailed customer analysis as per the standard format given in text book-1 Case based test: Students will be given 10 cases.Student will have to submit written analyses of each case not more than one page each (5 marks ). It would be followed by a class test(10 marks) attempting 2 questions of 5 marks each.Some suggestive cases Old spice,Gillete,Nirlep,Honey hotel from UC Mathur Reference book. Evaluative case based presentations .Some suggestive cases-Got milk,General electricals,Starbucks from Reference book Keller.

Individual

Homework 2 Homework 3

Individual Individual

Homework 4

Group

*Normally all the homeworks shall be submitted online but in special courses where homeworks cannot be submited online , the insructor can edit the mode of submission while entering the IP Details

Scheme for CA:out of 100*

Component Frequency Out of (If any) Marks for each Total Marks

Homework Quiz Term Paper

3 2 1

15 15 25
Total :-

45 30 25
100

* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the UMS

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List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper)
Sr. No. Topic

2 3

5 6 7 8 9 10

11 12

13

14

15

Marketing Plan covering components as Executive summary,situation analysis,marketing objectives ,marketing strategies,supporting marketing programs relating to marketing mix and summaryand for Re-launch of - Moti soap Marketing Plan covering components as Executive summary,situation analysis,marketing objectives ,marketing strategies,supporting marketing programs relating to marketing mix and summaryand for Re-launch of - Texla Marketing Plan covering components as Executive summary,situation analysis,marketing objectives ,marketing strategies,supporting marketing programs relating to marketing mix and summaryand for Re-launch of - Kinetic Honda Marketing Plan covering components as Executive summary,situation analysis,marketing objectives ,marketing strategies,supporting marketing programs relating to marketing mix and summaryand for Re-launch of -Dyanora Brand extension opportunities and exploration including marketing program and its effect on parent brand equity -of Garnier Brand extension opportunities and exploration including marketing program and its effect on parent brand equity -of Godrej Brand extension opportunities and exploration including marketing program and its effect on parent brand equity -of Ponds Brand extension opportunities and exploration including marketing program and its effect on parent brand equity -of Nivea Competitor analysis focusing on Product feature matrix,assessing competitors current objectives and strategies,differential advantage analysis and predicting future strategies of competitor of- Coco-Cola Competitor analysis focusing on Product feature matrix,assessing competitors current objectives and strategies,differential advantage analysis and predicting future strategies of competitor of- Procter and Gamble Competitor analysis focusing on Product feature matrix,assessing competitors current objectives and strategies,differential advantage analysis and predicting future strategies of competitor of- Vodafone Prepare IMC program focusing on challenges in designing Brand building communication,Criteria for IMC program and evaluating various communication options such as advertising,promotion,sponsorship,public relation,publicity and personal selling with for Lux soap Prepare IMC program focusing on challenges in designing Brand building communication,Criteria for IMC program and evaluating various communication options such as advertising,promotion,sponsorship,public relation,publicity and personal selling with for Amul lassi Do Category attractiveness analysis(market ,category and environmental analysis), Customer analysis ( who,what,where and how customers buy), and Competitor analysis(Product feature matrix,assessing competitors current objectives and strategies,differential advantage analysis and predicting future strategies )of a Nestle chocolates Do Category attractiveness analysis(market ,category and environmental analysis), Customer analysis ( who,what,where and how customers buy), and Competitor analysis(Product feature matrix,assessing competitors current objectives and strategies,differential advantage analysis and predicting future strategies )of a Dell laptop

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Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Topic Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)

Tutorial 1 Tutorial 2 Tutorial 3 Tutorial 4 Tutorial 5 Tutorial 6 Tutorial 7

Group formation and distribution of cases Evaluative case based presentation Evaluative case based presentation Evaluative case based presentation Evaluative case based presentation Term paper review Doubt clearing session

Group formation and distribution of cases Case analysis Case analysis Case analysis Case analysis Term paper review Doubt clearing session

After Mid-Term
Tutorial 8 Tutorial 9 Tutorial 10 Tutorial 11 Tutorial 12 Tutorial 13 Evaluative case based presentation Evaluative case based presentation Case based test for HW-3 Term paper review Evaluative case based presentation Doubt clearing session Case analysis Case analysis Test Term paper review Case analysis Doubt clearing session

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