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PRODUCT AND BRAND MANAGEMENT

Course Code: MIBMK 20301 Credit Units:
04

Course Objective:
The main objective of the course is to make the students learn and conceptualize the
entire gamut of developing new products, improving the existing products and managing
the performance of product items and product line(s) as a whole to maximize the
company’s profit. The course also gives students the insight of process involved in
branding decisions and strategies for growth of brands.

Learning Outcomes:
On the successful completion of this module the student will be able to:

Identify the key issues and concepts of products and brands

Evaluate product and brand strategies and make suitable recommendations

Conceptualize suitable marketing decisions for product mix and product lines

Course Contents:

Module I: The Product Management Process

The Product Management

Function

Product Management Decisions

What is a Product Portfolio?

Drawbacks of the Product

Portfolio Approach

Product Management Basics

Defining competitive set

Category Attractiveness Analysis

Competitor Analysis

Customer Analysis

Module II: The Product Planning System

The Traditional Approaches to

Product Planning A Matrix Approach to Product Planning Product Evaluation Matrix in a Nutshell PLC as an aid to Product Planning PLC as a Tool to Plan Market Share Strategies Product Strategy over Life Cycle Module III: Diffusion of Innovation The adoption Process Classification of Adopters Diffusion of Consumer Innovations Diffusion of Industrial Innovations Module IV: Generation. Screening And Development of New Product Ideas Innovation and the new product development process Generation of new product ideas Sources of new product ideas Methods of generating new product ideas Screening of new product ideas Criteria for screening new product ideas Development of new product ideas Module V: Economic Analysis Evaluation of New Product ideas/concepts Purpose of Economic Analysis Market Potential Market Demand .

Sales and Profits Break-Even Analysis Return on Investment Economic Analysis Summary Form Module VI: Test Marketing and New Product Launch Purposes of Test Market Test Marketing Strategies Simulated Test Marketing New Product Launch – the Marketing Plan Defining and Selecting the Target Market Product Strategy and Product Positioning Pricing the New Product Advertising the New Product Module VII: Packaging Decisions Importance of Packaging in Marketing Packaging Strategies Legal Aspects of Packaging Cost Effectiveness of Packaging Social Aspects of Packaging Module VIII: Branding and Brand Positioning Branding Consumer Based Brand Equity [CBBE] .Estimating Sales Sales Forecasting Methodologies Estimating Costs.

Extensive research projects. Management games. Each student is required to do the back ground reading from the . Case studies. Needs. class presentation by groups of students.the course is covered by adopting a combination of lecture methods. Weekend experience in companies . Advantages & Disadvantages of Brand Extension. self study sessions. Field visits. Interactive sessions. Brand architecture Brand Hierarchy Designing Branding Strategy Brand Valuation Brand Valuation Methods Aaker’s Brand Equity 10 Interbrand Method Brand Name Selection Process Positioning of a Brand Repositioning the Competition Module IX: Marketing Integrated Communication Process The Role of Marketing Communication Concept of Marketing Communication\ The Occurrence of Marketing Communication The Sources of Misunderstanding in Communication Elements of the Promotion Mix Learning Methods: Tutorials. Types.What is brand equity? CBBE: Keller’s Model Aaker’s BE Model Brand Identity Elements Brand identity prism Meaning of Brand identity Need for Identity Dimensions of brand identity Brand identity prism Brand Extension- Meaning. Seminars.

H. Examination Scheme: Components C1 V A CT EE Weightage (%) 10 5 5 10 70 Text & References: Text: • Morse Stephen. The psychology of relationship selling. Brand switch. 2003. 2002 • Matt. discussed in groups (teams) outside the class as preparatory work. Mumbai. • Kapoor. Kogan Page. ORV. 2004 • Owens. Handbook of Successful Product Management. Jaico Publishing House. Prentice Hall. Jaico Enterprises. Jaico Enterprises. 2003 • Panwar. UK . Pearson Education. New Delhi. J S. 1st Edition • Kapoor Jagdeep. Stratigic brand management building. 2004 • Keller. Brand Switch. Kevin Lane. Mumbai. 12th edition. 2005. Beyond consumer marketing . Jagdeep. 1st Edition References: • Kotler Philip. 2002. Steve. Response books. Marketing Management – Thompson Press(I) Ltd. 2003. New Delhi. London. Jaico Publishing House. 2003 • Minett. Cases are also to be analyzed.100 Branding Mistakes of all The Time. B2B marketing : A radically different approach.specified chapters of the prescribed book before coming to class. Brand Failures.

Process and technological development. Media choice and selection. Users of the above services. Managing the promotional effort. Module II: Detailed aspects of services marketing Marketing Mix of Services – an Introduction: Service attributes. Life cycle concept. Segmentation and targeting. Staff selection and recruitment. Why Marketing of Services? The behavioural profile of users. Marketing and competitive environment. Positioning of services. pricing issues for services. Strategies. Pricing: Pricing the service. Module III: Customer expectations of the service Levels. A comparative analysis. Customer perception: Influencing factors. Service design and positioning Module IV: Financial Services Marketing – an introduction Special characteristics of financial services marketing. Salient features of marketing services. Marketing Information system. The concept: Justification of marketing banking services. Marketing segmentation basis. Market segmentation. Organisational objectives and pricing policy Promotion and communication: Internal/ external communication process. related issues. Corporate identity. Financial services rules and regulation. It also aims to sensitize the students on strategic areas needing special attention in effective marketing of services and to explain service quality management and related challenges in service management Learning Outcomes: On the successful completion of this module the student will be able to: Identify the aspects of services marketing Course Contents: Module I: Foundation of Services Marketing Introduction-services. Promotional message. Retention strategies. People: Role of employee. Understanding perception through Marketing Research Building Customer Relations: Relationship Marketing. Customer perceptions and physical evidence. Influencing factors. Financial services marketing mix Bank Marketing. Corporate image. MARKETING OF SERVICES Course Code: MIBMK 20302 Credit Units: 04 Course Objective: The course aims to differentiate services from tangible products and to make the students understand the complexities of handling intangibles. Promotion mix. Training and development Process and physical evidence. Marketing mix Module V: Non Financial Services Marketing – an introduction .

Marketing mix Hospitality Services The concept: Justification of marketing hospitality services. 2008 • Christopher Lovelock and Jochen Wirtz. Marketing mix Hospital Services The concept: Justification of marketing hospital services. Seminars. Marketing segmentation basis. Grove. Non-financial services rules and regulation. Users of the above services. Fisk. Marketing segmentation basis. Marketing segmentation basis. Prentice Hall. Marketing Professional Services - Revised. 2002 • Laurie Young. Cases are also to be analyzed. Non. Services Marketing. Management games. Users of the above services. 2002 • Raymond P. 2005 . 2002. Marketing mix Consultancy Services The concept: Justification of marketing consultancy services. Services Marketing. 2006 • By Philip Kotler. class presentation by groups of students. 6th Edition. discussed in groups (teams) outside the class as preparatory work. 3rd Edition References: • Christopher Lovelock. 2002. Marketing The Professional Services Firm: Applying the principles and the Science of Marketing to the Professions. Stephen J. And Dwayne D. Mary Jo Bitner. The concept: Justification of marketing banking services. Interactive Services Marketing Third Edition. Marketing your Services : For people who hate to sell. 5th Edition • Valarie A. 2007. Each student is required to do the back ground reading from the specified chapters of the prescribed book before coming to class. Marketing and competitive environment. Extensive research projects. Users of the above services. Field visits. Users of the above services. Examination Scheme: Components C1 V A CT EE Weightage (%) 10 5 5 10 70 Text & References: Text: • Valerie Zeithaml & Mary Jo Bitner. Marketing segmentation basis. and Joby John.the course is covered by adopting a combination of lecture methods.financial services marketing mix Bank Marketing. and Paul N. • Evelyn Ehrlich and Duke Fanelli. Gremler. Thomas Hayes. Bloom. Marketing mix Educational Services The concept: Justification of marketing Educational services. Marketing mix Learning Methods: Tutorials.Special characteristics of Non-financial services marketing. Marketing segmentation basis. 2004 • Rick Crandall. Weekend experience in companies . Services Marketing. Users of the above services. Case studies. Tata McGraw Hill. Zeithaml. Services Marketing. Interactive sessions. The Financial Services Marketing Handbook: Tactics and techniques that produce results. self study sessions.

Consulting. Law. and Professional Services Firms.• Troy Waugh. 101 Marketing Strategies for Accounting. 2004 .