Standardized Outline for Courses

Part A: Basic Details

Name of Course Product and Brand Management, XLRI NCR Delhi

Area Marketing

Program BM 2021-23

Term 4th Term

Type of Course
Elective
(Core/Elective/Workshop)

Course Instructor(s) Prof. Sanjay Patro

Number of Credits 3

Number of Classroom Contact

Hours
Course Pre-requisites (if any,
including cut-off grades in
specific core courses)
Course Textbook
30
na
1.New Product Management, Crawford and Beneditto
2.“Building, Measuring, And Managing Brand Equity by
Kevin Lane Keller, Parameswaran and Issac 4th Edition,
Pearson

Course Handout to be Provided

Yes
(Yes/No)
No. of Sessions to be taken by
4
Guest Faculty
Name of Guest Faculty (if Jayaramakrishnan, Dhaval Shah,Brajesh Bajpayi, Sameer
identified) Satpathy

Part B: About the Course

What does the course deal The course deals with the entire spectrum of decisions taken
with? during the journey from a new product from Idea to launch.
The second module helps in understanding the branding
strategy ,processes and its implementation for all kinds of
offerings such as fmcg, durable, fmcd, high-tech products and
services . It is suitable for participants who aspire to assume

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 Standardized Outline for Courses

roles of product manager, brand manager , Marketing

Managers , Consultants in all kinds of sectors such as fmcg,
durable, fmcd, high-tech ,digital products and services .
Broad Objectives of the course The primary objectives of this course are:

i) To provide relevant frameworks to understand the

new product development process, the
organizational structures for new product
development and product management functions
within an organization.

To help you appreciate the relationship between

Corporate Strategy and Product and Brand
Management

ii) To equip you with the various dimensions of

product management such as product-line
decisions, product platform and product life cycle
so that you appreciate the challenges of being a
product manger

iii) To understand Product Managers roles and

responsibilities; organization boundaries and
interfaces; competencies; quality of marketing
processes; and measurement and evaluation methods.

iv) To explore the various issues related to Brand

Management and to enhance your understanding
and appreciation of this important intangible
strategic asset including brand associations, brand
identity, brand architecture, leveraging brand
assets, brand portfolio management and etc.

v) To develop familiarity and competence with the

strategies and tactics involved in building,
leveraging and defending strong brands with a
strong emphasis on execution.

vi) To provide the appropriate theories, models, and

other tools to make better branding decisions and in
building brands as assets.

Who is the course suitable for? It is suitable for participants who aspire to assume roles of
(for electives only) product manager, brand manager, Marketing Managers ,
Consultants in all kinds of sectors such as FMCG, durable,
FMCD, high-tech and digital products and services .

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Part C: Course Policies
Attendance Norms (please give
details if more stringent than
institute norms)
Class Participation (if any)
Norms
Norms regarding submissions of
Assignments
Disciplinary & Other Norms
specific to the course
Part D: AOL Mapping
Learning Objective
Decision Making
Quest for Excellence
Sustainability
Global Mindset
Ethical Conduct
Please indicate the rationale for choosing the
specific learning goal(s) for this course
For every absence, 1 mark gets deducted.
The course has 10 case studies and few case lets; hence
students need to come prepared with the case analysis. Active
class participation is expected and encouraged in this course.
Case analysis need to be submitted the evening before the
scheduled session. Both the projects’ outlines and final
submissions are to be uploaded in AIS.
Students need to abide by the disciplinary norms of the
Institute .
Relevance for Course (put a tick)
yes
yes
Yes
yes
yes
Response: Decision making in different stages
of product development and brand
implementation. Quest for excellence is the
driving force behind surviving in intensely
competitive markets. As the world has become
a global village, there will be cases and
illustrations from different parts of the world.
Sustainable consumption and an ethical
conduct are the pillars that will hold our planet
together
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 Standardized Outline for Courses
Part E: Evaluation Policies
Minimum Total Score for Obtaining a
Passing Grade
Evaluation Components whose marks
will be given to students before end-
term.
Penalty for Plagiarism
Penalty for Absence from classes
Penalty for Non-Submission or Delays in
Submission of Assignments or other
evaluation components
Conditions for Award of an
“Incomplete” Grade
40 marks
Case Analysis Component, Tests and Prodman Project
scores will be given before end term.
In the component where one has plagiarized will get
zero. If the same mistake is repeated again, one will get
a failure grade in the course
One will lose 1 mark for each absence.
One will get an in complete grade for non-submission
and for delay in submission one grade point shall be
deducted.
One will get an in complete grade for non-submission
of projects and / or for not appearing for end term.
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Session Plan*

Chapters from Course Textbook Pedagogy

and Reading Material other than (Case Studies/in-
Sessio
Case Studies class
n Session Topic Learning Objectives
exercise/questionnai
No(s)
re/
presentations)
1 Introduction to Product 1. What you need to do to maximize the 1. Product Managers for the Product and Brand
Management and Role of learning from this course. Digital World, McKinsey, Mgmt Learnings from
Product Manager in the Digital 2. Learning Approaches to be followed Quarterly Internship
world of Today throughout the course.
3. To have a clear idea of Role of Product 2. A Note on The Product
Manager in Legacy Firms as well as
Manager
New Economy Firms
3. The Rise of new
Technologies in marketing

2 Product Management, 1. To understand Product Innovation 1. Sawhney, Mohanbir S.

Corporate Strategy and Platform Charter
2. To be able to apply platform thinking (1998), “Leveraged High-
Thinking
Variety Strategies: From
Portfolio Thinking to
Platform Thinking,”JAMS,
Vol. 26, No. 1, 54-61
2. Putting Products into
Services, HBR,

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3 New Product Development: The 1. To know the process flow of moving 1.Robert Cooper (2008) Stage- Jibo:Social Robot for
Process and Stage Gate Model,
Concept Development and
Testing
4 Product Platforms, New Gen
Product Platforms , Two sided
Platforms and its Management
5 Design Thinking for FMCG, B2B
Products and Services
Standardized Outline for Courses
September ,2016
from Mission to Market Gate: Idea to Launch Process, Home
2. To be familiar with different formats of 25.213-232
concept testing and the parameters to
be measure in Concept Testing 2. A Note on Concept Testing
1. To understand unique characteristics 1.Concept Testing :The State of
of two sided markets :the newest
business model Contemporary Practice ,
2. To know how to remain relevant with European Journal of Marketing
appropriate products in a competitive
digital environment 2.Strategies for Two-sided
Markets, Parker, Eisenmen and
Alstyne, HBR, R0610,Oct,2006
1. To understand what design 1. Ten Tools for Design Role of DT in various
thinking can do to tame wild Thinking . sectors such as
problems. 2. Intuit CEO on Building a FMCgs, Durables,
2. What are the tools and techniques Design Driven Company, Services,
of deploying design thinking HR ,Software ,and in
HBR 2015
3. To have clarity about D.T ‘s role in social marketing
various sectors such as FMCgs, exercises
3. How Samsung Became a
Durables, Services,
HR ,Software ,and in social Design Power House
marketing exercises 4. How Indra Nooyi Turned
Design Thinking into
Strategy
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Test Marketing of New 1. To understand the design factors 1.A Note on Test Marketing , 3M: Filtrete-
6 Products, Services and for conducting Test Marketing Ivy B School Breathing Fresh Air
Simulated Test Marketing 2. To equip the students to carry out in Homes
TMs in simulated and online 2.Cadbury,N.D.1975)
platforms “When,Where and How to
TestMarket”,
HBR,
May-June, 96-
105

7 Simulated Test Marketing and
Launching of New Products
8 Product-line Management
Decisions
1. To have clarity of how MNCs
rollout their Products and Services
2. How the Go to Market strategies
differ across products and services
1. To develop competency to manage
product-lines which is a usual
responsibility of Product Managers
2. To be able to identify the key
drivers that impacts product line
strategy
3. To be able to carry out product-
line auditing ,filliun up and pruning
the line
Delineating Design Factors that Colgate Max Fresh:
Influence the Global Launch Global Brand Roll
Out
Guiltman, Joseph P (1993)" A
Strategic Framework Caselet: Maruti
forAssessining Productline Suzuki
Addition”, Journal of Product
Innovation Management,
Vol.10. 136-147
2. Versioning: Pricing of Digital
Products

9 Product Life Cycle and
Marketing Strategies
1. The utility and limitations of PLC
concept for various product
categories.
2. To understand the diffusion of
innovative products and services in
Society , Hot causes and cool
A Note on PLC ,HBS,1985
2. Rao, Hayagreeva, (2009)”
Market Rebels: How Activists
make or break New Innovations,
McKinsey Quarterly,

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mobilization
3. Service Life Cycle and after market
10 Emerging Markets as Product 1. To appreciate the reasons for large
Development Laboratories for the MNCs bringing NPD processes to
World Emerging countries
2. The know the drivers of reverse
innovation
3. The changes in Product
Management role in MNC
11 Brand Awareness and Consumer 1. To appreciate the role of brands in
Brand Knowledge intensely competitive markets
2. To understand the sources of
brand equity and how to
strengthen brands, Semiotics
3. Brands relevance across sectors
4. Can any Commodity be
transformed into brands
12 Managing Brand Identity, 1. Difference between Brand Identity
Personality and Brand and Brand Image
Associations 2. Brand Anthropomorphism
3. Brand Identity Prism and BI
Pyramid
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1. Developing New Products in GE Healthcare
Emerging Markets, MIT Sloan, India: Low Cost
2016, R.Krishnan, Incubators: The
2. . Disruptive Innovations from Marketing
Emerging Markets, Sloan, Challenges of Low
3. How Reverse Innovation Can Resource
Customers
transform your Company and
the World , Vijay Govindrajan
and Chris Trimble, Reverse
Innovation, HBR Press Chapter
1. Conceptualizing, Measuring
and Managing Customer Based
Brand Equity , Kevin Keller,
Journal of Marketing,
2. Chapter-1 and 4, of SBM Book
3. Brand Equity: An Overview
1.Aaker,Jennifer L. 1997),
”Dimensions of Brand
Personality” Journal of
Marketing Research Vol. 34, No.
3, 347-356
2. Chapter-2 and 3

13- 14 Managing Brand Architecture
and Brand Portfolios
15 Marketing and Branding of
Services: Role of Employees in
Brand Building
16 The New Media Environment
and Brand Building
Standardized Outline for Courses
1. Relationship between Product 1.Aaker David A and Erich
Category and Branding Strategy Joachimsthalr (2000), “The
2. House of Brands and Branded House Brand Relationship Spectrum: Brandless:Disrupting
3. Brand Roles and Brand Hierarchy The Key to Brand Architecture Consumer Packaged
Goods, HBSP, J18044
Challenge”, California
Management Review,
Vol.42,No. 4, 8-23
2. Brandlogic behind Google
creating Alphabet HUL,Nestle, Amazon,
Google, GE
4. Chapter-9 and 11
1. Drivers of strong branding in Plaformazitaion of ICICI Bank: Brand
Services sector Brands ,Journal Of Marketing Building in Services
2. Role of Employees in Brand Sector
building CEOs need to Pay Attention to
3. B. Architecture in services Sector Employer Branding , HBR May
15,2015
1. Disruption in Media Environment Reading: 1. Let them Talk:
and Media vehicles Managing Primary and Extended
2. From interruption to Permission Online Brand Communities,
marketing Business Horizon, No.26
3. Intergenerational preferences
2. How Brand Community
media classes
Practices Create Value –No.24
Growing from one
3.
thousand to one
Deriving Value from
million customers
Conversations about your Brand
,MIT Sloan, 2019
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17 Building Technology Brands
18 Leveraging Brand Equity and
Executing Brand Extensions
19 M&As, Handling Name Changes
and Brand Transfers
20 Measurement of Brand Equity,
Recapitulation and Summing Up
Standardized Outline for Courses
1. Rate of obsolescence, Disruptions 1.What High Tech Managers Highway Delite:
and Branding implications Need to know about Brands, Mobile App Brand
2. Relative weightage of Corporate No-28 building using
Brands and Product Brands Google Adwords
3. Cobranding and Ingredient Brands
2. Mobile Marketing Strategy ,
No. 25
1. What’s the need for Brand 1. Customer Centered Brand Caselets:Dove,
Extension Management,HBR Dettol, Paperboat,
2. Al Ries & Jacktrout on B.Extn
3. Kapferer’s framework on Brand 2. Brand Extension:The
Extendibility Good ,Bad and the Ugly
4. Why brand extensions succeed or
fail
1. Consolidation in Industries and Case lets: Unilever,
Rationalization of Brands Reading : Brand it or Lose it Lenovo, Accenture
2. Managing Brand Migration ,David Aaker,CMR.No.32 and Other
Strategies Chapter 13
3. Globalization and Brand Portfolio
Rationalization
1. Why measure Brand Equity 1. Brand Valuation: What, How Cadbury, Horlicks,
2. Approaches to measure BE and Why Kitkat, Oyo, Zomato,
3. Distinctive Characteristics of Brand 2. Chapter 10. Byjus,Uber , Yardley
Building In India
4. Interbrand top 100 Best Global Brands
5. Millword Brown, Brand Finance, Brand
Z , ET Brand Equity
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Note: - The course instructor may modify the sequence of topics or coverage based on initial experience and the mid-course review.

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Details of Evaluation Components

Evaluation Yes/No No. of Weightage for the Course Learning Objectives PLO sub-dimension Average Number
Module Components in Evaluation measured of Hours of
each Evaluation Component2 Work Outside
Module1 Classroom3
Non-Exam
Oriented Study
Class yes 10
Participation and
contribution
Mid-Term

End-Term Yes one 20 QE Yes Quest for Excellence 05

Quizzes/tests Yes 3 20 DM Yes Decision making 15

Projects/ Yes 2 30 DM ,GM Yes, DM and GM 25

Assignments
Case Analysis, Yes 2 (Pre and Post 20 35
Mid Term
Presentation

Books for Reference

1. Inspired Product Management, Marty Cagan, Wiley
2. Product Management, Lehman and Winer ,Tata McGraw Hill, New Delhi
3. New Products Management, Merle Crawford, Anthony Di Benedetto,Tata McGraw Hill,9 TH Edition
4. The Leanproduct Playbook, Dan Olsen, Wiley Books,2015
5. Sprint: Solve big Problems and Test New Ideas, Jake Knapp,Zeratsky and Kowitz,Simon Schuster

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6. Strategic Market Management, David A Aaker, John Wiley and Sons, 5 th Edition,,1998
7. How to Create Profitable New Products, George Gruenwald, NTC Business Books,1997
8. Concept Testing,David Schatwartz,AMACOM,1987
9. Will and Vision ,How Latecomers Grow to Dominate Markets, Gerard Tellis and Golder
10. Product Management, Urban and Hauser,McGrawHill,2001
11. Solving Problems with Design Thinking, Liedka and Bennet, Coumbia Business School Publishing
12. Ten Rules for strategic Innovators, Govindrajan and Trimble, Harvard Business School Press
13. The Three Box Solution , A strategy for Leading Innovation, Vijay Govindrajan, Harvard Business School Press
14. Platform Revolution,Geoffery Parker,Marshall Alstyne, Sangeet Paul Choudhury
15. Grow, Jim Stengel,Virgin Books
16. Managing Brand Equity,David Aaker,Free Press,1991
17. Building Strong Brands, David Aaker,Free Press,1996
18. Brand Leadership,Aaker and Joachimsthaler,Free Press
19. Strategic Brand Management, Jean Noel Kapferer, Koganpage,1997
20. Strategic Brand Management, Kevin Lane Keller,Prentice Hall,1998
21. The Future of brands, Interbrand,2000
22. Building Brand Identity,Lynn.B.Upshaw, John Wiley and Sons,1995
23. The Brand Chartering Handbook, How Brand Organisations learn living scripts,Addison Wesley,1996
24. Competitive Branding, Toston H. Nilson, John Wiley and Sons, 1998
25. e Brands, Phil Carpenter, HBR Press,2000

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26. 11 Immutable Laws of Branding, Al Ries and Laura Ries, Harper Collins, 2000
27. Reinventing the Brand: Jean Noel Kapferer
28. Break Out Brands, Nirmalya Kumar, Harvard Business School Press, 2013
29. Product Management, Lehman and Winer ,Tata McGraw Hill, New Delhi
30. New Products Management, Merle Crawford, Anthony Di Benedetto,Tata McGraw Hill,9 TH Edition
31. Strategic Market Management, David A Aaker, John Wiley and Sons, 5 th Edition,,1998
32. How to Create Profitable New Products, George Gruenwald,NTC Business Books,1997
33. Concept Testing,David Schwartz,AMACOM,1987
34. Product Management, Urban and Hauser,McGrawHill
35. Managing Brand Equity,David Aaker,Free Press,1991
36. Building Strong Brands, David Aaker,Free Press,1996
37. Brand Leadership,Aaker and Joachimsthaler,Free Press
38. Strategic Brand Management, Jean Noel Kapferer, Koganpage,1997
39. Strategic Brand Management, Kevin Lane Keller,Prentice Hall,1998
40. Building Brand Identity,Lynn.B.Upshaw, John Wiley and Sons,1995
41. The Brand Chartering Handbook, How Brand Organisations learn living scripts,Addison Wesley,1996
42. e Brands, Phil Carpenter, HBR Press,2000
43. 11 Immutable Laws of Branding, Al Ries and Laura Ries, Harper Collins, 2000
44. Reinventing the Brand: Jean Noel Kapferer
All online databases such as ebsco , proquest. jstor and other websites to be used extensively.

Wishing you an exciting and enriching collaborative learning experience! Thank You!

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