PBM MBAG (SEM 3) - SESSION PLAN

Module I Introduction to Product Management

1. The Process of PBM
2. Product Strategy as an element of competitive strategy
3. Defining Competitive set
4. Category Attractiveness Analysis
5. Competitor Analysis
6. Customer Analysis
Module II New Product Development and PLC
7. Process of Strategic Product Creation and Innovation
8. Incremental and radical innovation
9. New Product Ideation
10.Product Testing
11.New Product Forecasting
12.New Product Adoption
13.Product Strategy over Life Cycle
14.Linking Strategy to Product Portfolio
Module III Introduction to Brand and Brand Management
15.Brand as a Genetic Programme
16. The Product and the Brand
17. Strategic Brand Management Process
18. Concept of Brand Equity
19. Brand Identity & Positioning
20. Mid-Term
Module IV Designing & Implementing Brand Marketing
Programs & Strategies
21.Using Brand Elements & Brand Associations to build
Equity
22.Brand Extension
23.Brand Architecture and Multi Brand Portfolios
24.Designing Branding Strategy
25.Brand Turnaround and Rejuvenation
26.Managing Global Brands
Module V Brand Equity Measurement and Management
27.Brand Value Chain
28.Brand tracking Studies
29.Research Techniques
30.Understanding and Measuring brand equity using Aaker,
Keller, Kapferer, Young and Rubicum, Interbrand
methodologies (methods of brand valuation)

25%

20%

15%

25%

15%