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    Disha School of Management PGDM Trimester - Iv Product and Brand Management

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    Parul Shrivastava
    The document outlines the objectives and units of study for a Product and Brand Management course. The objectives are to familiarize students with concepts of product management, understand alternative product strategies, and understand concepts of brands and brand building strategies. The units of study include introduction to product management, product mix decisions, new product development, product life cycle, concept of branding, brand mapping, and types of brands. Reference books on marketing management, product management, branding, and product design are also listed.

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    Disha School of Management PGDM Trimester - Iv Product and Brand Management

    Uploaded by

    Parul Shrivastava
    17 views2 pages
    The document outlines the objectives and units of study for a Product and Brand Management course. The objectives are to familiarize students with concepts of product management, understand alternative product strategies, and understand concepts of brands and brand building strategies. The units of study include introduction to product management, product mix decisions, new product development, product life cycle, concept of branding, brand mapping, and types of brands. Reference books on marketing management, product management, branding, and product design are also listed.

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    The document outlines the objectives and units of study for a Product and Brand Management course. The objectives are to familiarize students with concepts of product management, understand alternative product strategies, and understand concepts of brands and brand building strategies. The units of study include introduction to product management, product mix decisions, new product development, product life cycle, concept of branding, brand mapping, and types of brands. Reference books on marketing management, product management, branding, and product design are also listed.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    17 views2 pages

    Disha School of Management PGDM Trimester - Iv Product and Brand Management

    Uploaded by

    Parul Shrivastava
    The document outlines the objectives and units of study for a Product and Brand Management course. The objectives are to familiarize students with concepts of product management, understand alternative product strategies, and understand concepts of brands and brand building strategies. The units of study include introduction to product management, product mix decisions, new product development, product life cycle, concept of branding, brand mapping, and types of brands. Reference books on marketing management, product management, branding, and product design are also listed.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
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    DISHA SCHOOL OF MANAGEMENT PGDM TRIMESTER IV Product and Brand Management

    Objectives (a) (b) (c) To familiarize the students with various concepts and techniques in Product Management To understand the range of alternative product strategies open to various companies To understand various concepts of Brands and Brand building Strategies.

    UNIT 1 Introduction to Product Management, Classification of Products: Consumer goods classification, Industrial goods classification, Levels of Product: Customer Value Hierarchy, Product Hierarchy UNIT 2 Product Mix, Product Mix Decisions, Categories of New Product, New Product Development: Stages and techniques, Consumer Adoption Process, Stages in Adoption process, Factors influencing Adoption process. UNIT 3 Product Life Cycle, PLC Variants, Characteristics, Objectives and Marketing strategies throughout PLC stages, Competitor Analysis, Assessing competitors strategies. UNIT 4 Concept of Branding, Brand Characteristics, Components of a Brand, Brand Platform, Concept of Brand Association, Concept of Brand Identity, brand Identity prism.

    UNIT 5 Brand Mapping: Methodology, Advantages, disadvantages; Foote Cone and Belding Grid, Power Brands, Cult Brands, Umbrella Branding: Advantages and disadvantages.

    Prescribed text and References: Marketing management by Phillip Kotler Product Management by S A Chunawalla Branding by Brad VanAuken Product and Brand Management by U C Mathur Product Design and Development by Karl T Urich and Steven D Eppinger

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