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    Lesson Plan Course: Mba (3 SUBJECT: Product and Brand Management

    Uploaded by

    aksr27
    This lesson plan covers various topics related to product and brand management over 52 classes. The topics include product concepts, classification, life cycle, planning, development, launching, portfolio management, demand analysis, forecasting, branding decisions, strategies, positioning, architecture, image, identity, extension, packaging, rejuvenation, resilience, equity, and valuation. The plan aims to provide students an in-depth understanding of managing products and brands at different stages through analysis, case studies, and frameworks.

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    Lesson Plan Course: Mba (3 SUBJECT: Product and Brand Management

    Uploaded by

    aksr27
    71 views2 pages
    This lesson plan covers various topics related to product and brand management over 52 classes. The topics include product concepts, classification, life cycle, planning, development, launching, portfolio management, demand analysis, forecasting, branding decisions, strategies, positioning, architecture, image, identity, extension, packaging, rejuvenation, resilience, equity, and valuation. The plan aims to provide students an in-depth understanding of managing products and brands at different stages through analysis, case studies, and frameworks.

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    lesson plan

    Original Title

    Pbm Lesson Plan (1)

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    This lesson plan covers various topics related to product and brand management over 52 classes. The topics include product concepts, classification, life cycle, planning, development, launching, portfolio management, demand analysis, forecasting, branding decisions, strategies, positioning, architecture, image, identity, extension, packaging, rejuvenation, resilience, equity, and valuation. The plan aims to provide students an in-depth understanding of managing products and brands at different stages through analysis, case studies, and frameworks.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    71 views2 pages

    Lesson Plan Course: Mba (3 SUBJECT: Product and Brand Management

    Uploaded by

    aksr27
    This lesson plan covers various topics related to product and brand management over 52 classes. The topics include product concepts, classification, life cycle, planning, development, launching, portfolio management, demand analysis, forecasting, branding decisions, strategies, positioning, architecture, image, identity, extension, packaging, rejuvenation, resilience, equity, and valuation. The plan aims to provide students an in-depth understanding of managing products and brands at different stages through analysis, case studies, and frameworks.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    LESSON PLAN

    COURSE: MBA (3rd semester)


    SUBJECT: Product and brand management
    CLASSES
    1
    2
    3
    4
    5
    6
    7
    8
    9
    10
    11
    12
    13
    14
    15
    16
    17
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    23
    24
    25
    26
    27
    28
    29
    30
    31
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    33
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    35
    36
    37

    TOPIC
    Product concepts-Meaning and Definition, Characteristics of product,
    Benefits.
    Product classification: Types of products
    Product levels ,product hierarchy
    Product mix decisions.
    Product mix strategies
    Product life cycle
    Managing the product in PLC ,strategies in different phases of PLC
    Product planning, Meaning and Definition.
    Decisions in product planning, Role of product planning in developing
    product strategy, case study analysis.
    New product development, Factors contributing to NPD,Challenges in NPD
    Product launching, concepts and criteria ,Methods of product launching.
    Product launching strategies, case study
    Product portfolio management.
    Competitors analysis,Porters model for competitor analysis, competitors
    strategies.
    Customer analysis, Buying roles of consumers, Systematic analysis of
    customers.
    Demand measurement, Market Demand, Company Demand , Market
    potential, Sales potential.
    Case study
    Product demand pattern, Types, Factors influencing Demand pattern.
    Demand forecasting, Methods of Demand forecasting.
    Trend analysis.
    Brand ,Meaning,Concepts,Functions, Role,Types,Elements
    Branding decisions
    Case study
    Branding strategies
    Cobranding,Meaning,co-branding strategies,Factors considered in co branding
    Brand leveraging,Meaning and importance
    Brand leverage process,Brand leverage strategies
    Case study
    Brand positioning, Meaning and definition,Need for Brand positioning
    Positioning strategies,Requisites for successful positioning
    Brand architecture, Meaning and definition
    Brand product matrix,Breadth and depth of brand-product matrix
    Types of brand architecture ,Process of Brand architecture
    Brand image,Meaning and definition,concepts.
    Aaker s Framework of Brand image perspective
    Case study
    Brand identity levels, Brand identity prism(Kapferers model)

    38
    39
    40
    41
    42
    43
    44
    45
    46
    47
    48
    49
    50
    51
    52

    Brand extension, Factors influencing decision for extension of brands


    Line extension,Need for line extension.
    Category extension,Types and need for brand extensions
    Brand extension approaches.
    Case Study
    Packaging.Meaning ,Definition,Types ,Functions,Labelling ,Objectives ,Classification
    Brand rejuvenation,concept,objectives and tools
    Rebranding:rejuvenating the brand, reasons and types of rebranding strategies
    Brand resilience.
    Concepts ,features and key areas of brand resilence
    Brand equity, concepts ,Meaning and definition of Brand equity
    Drivers of brand equity,Kellers approach to Brand equity
    Aakers approach to brand equity,
    Brand valuation,methods ,concepts
    Brand success :Building strong brands,Branding failures:withdrawal of weak brand

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