IIM AMRITSAR

PRODUCT POLICY AND BRAND MANAGEMENT

COURSE OUTLINES

Product Policy & Brand Management

Course Title

Course Code PG2M-025

Course type Elective
Pre-requisites (if any) MM1, MM2
Course Credit 1
Total no. of sessions 20
Session Duration 75 minutes
Term VI
Year and Batch 2020, 2019-21
Instructor(s) Prof. Arun Kaushik;
Prof. Gurbir Singh
Contact Details E-mail: arun.kaushik@iimamritsar.ac.in, Ext.: 025
gurbir@iimamritsar.ac.in, Ext.: 026

Office Faculty Block, 2nd Floor, IIM Amritsar Campus

Consultation Hours By appointment

COURSE DESCRIPTION

Managing products over time is important and this is addressed on the introductory modules.
New products are critical for the growth of the organization and are included in the module
related to New Product Development. In effect, this course is designed to improve student’s
marketing skills and understanding of specific marketing topics from the perspective of
product and brands.
It is well established that marketing involves identification of consumer needs, and
efforts to satisfy these needs with the right product and/or service. Product and its
concomitant branding maybe just one of the four elements of the marketing mix; nonetheless,
without a product or service, the other three do not have a purpose. Thus, a clear
understanding of what a company offers, how it offers and where it offers is key to the
principles of marketing itself. It is within this purview that this course operates and provides
the participants with an understanding of their likely role within marketing function, by
exploring in-depth issues concerning product and brands.

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COURSE OBJECTIVE

The primary objective of this course is to inculcate amongst students the importance of
product policy and brand management to a company. It explores the analytical and strategic
dimensions of the product and brand-related issues through real-world examples. The course
is designed to add on to the student's understanding of marketing concepts and introduces
them to a range of subjects that are of practical importance to product managers and brand
managers.

EXPECTED LEARNING OUTCOMES

At the end of this course, the students would be able to

• Develop an understanding and competence in dealing with problems related to the

management of existing products and brands, developing new products and executing
marketing decisions on new products.
• Encourage critical thinking and analytical abilities on brands and product
management challenges.
EVALUATION/ASSESSMENT COMPONENTS
Evaluation Component /Assessment Tool Percentage
Class/Activity participation & discussion 20
(Individual)
Quiz 10
Class assignment(s) 10
Group project work & Presentation 20
End-Term Exam 40

COURSE READING MATERIAL

• Specific readings and case studies will be distributed by the PGP Office

TEXTS BOOKS
• Baker, M and Hart, S., Product Strategy & Management, Pearson. Year: 2007 Edition:
2
• Keller, K. L., Parameswaran, M. G., & Jacob, I. (2015). Strategic Brand
Management: Building, Measuring, and Managing Brand Equity (Latest Edition).
India: Pearson Education.

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 DETAILED COURSE OUTLINE

Session Topics Readings

Module 2: Product Management
1-2 Understanding the Role Reading: Sustaining Value (501045-PDF-ENG) (For own use)
of Product Reading: The Product Manager (812105-PDF-ENG)
Management in Reading: What It Takes to Become a Great Product Manager
Contemporary (H042MG-PDF-ENG)
Marketing Planning Case: Microsoft Canada: Sales and Product Management
Working Together (905A15-PDF-ENG)
3 Managing Product Reading- Prioritize Brands in the Portfolio (6288BC-PDF-
Portfolio ENG)
Reading- Achieving the Ideal Brand Portfolio (SMR167-PDF-
ENG)
Case- Procter & Gamble India; Gap in the (IMB433-PDF-ENG)
4 Product Lifecycle Reading- Break Free from the Product Life Cycle (HBR
OnPoint Enhanced Edition) (9963-PDF-ENG)
Case- Samsung Mobile; Market Share and Profitability in
Smartphones
(W16620-PDF-ENG)
5-6 Product Innovation Reading- Understanding Innovation (BH902-PDF-ENG)
Reading- Special forces innovation; How DARPA attacks
problems
Case: Innovation at 3M Corp A & B (699012-PDF-ENG)
(699013-PDF-ENG)
7 Diffusion of innovation Reading: Note on Innovation Diffusion: Rogers' Five Factors
Product #: 505075-PDF-ENG
Case: Four Products: Predicting Diffusion (2019) 520012-PDF-
ENG
8-10 Product Strategy and Case – Aqualisa Quartz: Simply a better shower (502030)
Integration with Reading- The Final Play - Into the Market
Marketing Mix Case: Amul Dairy: Camel Milk Launch in India (W16098-PDF-
elements ENG)
Module 2: Brand Management
11 Introduction to Brands Keller Ch. 1
Reading: A Brand is Forever! A Framework for Revitalizing
Declining and Dead Brands (BH: 340 – Business Horizons,
2009)
Case: Adeo Health Science: Turning a Product into a Brand
12 Brand positioning & Keller Ch. 2
repositioning Case: Does Mattel’s Iconic Barbie Doll Need a Makeover?
(Ivey W16090).
13-14 Building a strong brand Keller Ch. 3
Reading: The One Thing You Must Get Right When Building a
Brand (HBR: R1012F)
Case: Rosewood Hotels & Resorts: Branding to Increase
Customer Profitability and Lifetime Value (Product #: 2087)
15 Brand equity Keller Ch. 4
Case: Brand Equity (Product #: 910E23-PDF-ENG)
16 Integration of Keller Ch. 5 Keller Ch. 6
Marketing Case: The Pepsi Refresh Project: A Thirst for Change
3
 Communication to
Build Brand Equity
17 Brand Associations Keller Ch. 7
Case: Brandless Disrupting Consumer Packaged Goods
(Product #: 518044-PDF-ENG)
18 Brand Engagement Keller Ch. 8 Keller Ch. 10
Reading: The most successful brands focus on users - not
buyers (HBR: H045EC)
Article: Building consumer–brand relationships through brand
experience and brand identification (Journal of Strategic
Marketing; DOI: 10.1080/0965254X.2018.1482945)
19 Brand Architecture Keller Ch. 11
Strategies Case: Altius Golf and the Fighter Brand (Product #: 913578-
PDF-ENG)
20 Brand Transition Keller Ch. 12
Case: Manchester Products: A Brand Transition Challenge
(Product #: 4043-PDF-ENG)
21-22 Brand Extensions Keller Ch. 12
Case: Mountain man brewing company: Brining the brand to
light
(Product #: 2069-PDF-ENG)
23-24 Group Project Presentations

GUIDELINES FOR STUDENTS

• Students are expected to check emails daily since most of the procedural communication
will take place on e-mail.
• For class participation evaluation, the students are expected to be prepared with the case
as well as with the given readings. It is imperative that students should carry the
prescribed textbook as well as the relevant case during class hours.
• Please present to the class on time. Anyone who comes/present to the class five minutes
after the start of the session will not be permitted to attend the class unless special
permission has been taken by the student in advance.
• Any other engagement is not permitted during the class delivery time as per new institute
guidelines.
• Plagiarism will be dealt with the utmost strictness. Any copying or use of unfair means in
the test and/or project will lead to deduction of marks and other serious consequences.
• Request for a retest, in case a student scores less marks or is absent on the day of the test,
will not be entertained.
• In case of doubts about the understanding of the subject, the student can consult directly
with the concerned faculty over phone or e-mail during institute timings.

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