PRODUCT AND BRAND MANAGEMENT SYLLABUS

The objective of this subject is to gain students knowledge of basics of product management and various aspects of advertising and branding as an integral part of Marketing .

 MODULES :

PRODUCT MARKETING :

• Definition , Process .
• Relationship between Competition Marketing and Product Management .
• Managing Competition , Marketing in Product Management .

• Functions , Roles and Responsibilities of Product Manager .

• Concept of PLC as Strategic Tool .

• New Product Development :Importance , Process and Organization .

BRAND MANAGEMENT :

• Brand : Definition , Elements, Decisions, Importance.
• Product and Brand Portfolio .

BRAND ASSOCIATION :

• Brand Awareness , Brand Identity, Brand Image , Brand Personality .
• Brand Equity , Managing and Measuring Brand Equity .
• Brand Equity Models .
• Brand Loyalty .

BRANDING STRATEGIES :

• Evaluation of  Brands , Perceived Quality .
• Brand Positioning and Repositioning .
• Brand Extension Decisions .  

BOOKS- SUGGESTED READINGS

Branding Your Business (Business Success)
Brand Management by Harsh V.Verma

Brand Management Y.L.R. Moorthi