CourseOutline

BMT506

JAIPUR

MALAVIYANATIONALINSTITUTEOFTECHNOLOGY

PRODUCT&
BRANDMANAGEMENT

MBASemesterIV
EvenSemester
Session201415

CourseCode
CourseName

BMT506
Product&Brand Management

Credits
TeachingSemester/Session
ContactHoursperweek
Schedule

:
:
:
:

03
Even,201415(January6April24,2015)
2hoursLecture+1hourTutorialperweek
TBA

CourseConvenor
OfficeLocation

: DeepakVerma
: FacultyRoom,
DepartmentofManagementStudies,MNITJaipur
Phone
: +919549654370
Email
: dverma.dms@mnit.ac.in
Availabilityforconsultation : withpriorappointment
(Fridaywouldbethemostsuitabledayforlongerconsultations)

CourseDescription
Itisimperativeforanyorganizationtomanageitsmarketingofferingstoitsaudience.Thestudyof
productsandbrandsmanagementisthuscrucialformarketingstrategy.Productsandbrandsare
considerednotonlywhatacompanyhastooffertoitscustomers,butarenowtreatedasstrategic
assetswhichprovidecompetitiveadvantagesinahighlydemandingandcomplexmarketplace.An
understandingofvarioustheoreticalunderpinningsofinthetheoryofmanagementofproductsand
brandsisthusnecessaryformarketingprofessionals.Thiscourseaimstoprovidethestudentswith
appropriatemodels,theoriesandothertoolsbaseduponwhichtheaspiringmarketingprofessionals
candevelopanunderstandingofhowproductsandbrandsaredevelopedandmanaged.Particular
emphasis will be placed on decisionmaking by consumers between brands and products,
developing critical skills in building the product portfolio, measuring brand performance, and
developing,implementing,andmonitoringbrandequity.

LearningOutcomes

Toincreaseunderstandingoftheimportantissuesinplanningandevaluatingproductandbrand
strategies.

Toprovideandbeabletoworkwiththeappropriatetheories,modelsandothertoolstoensure
betterbrandingdecisions,andtomaketheseconceptsrelevantforanytypeoforganisation.

Toproviderealworldexperienceandunderstandingofproductandbrandingstrategies.

Tounderstandproductandbrandingconceptsfromtheconsumerspointofview.

Toexplorecontemporaryissuesinproductandbrandingdevelopmentandsustainability.

Toprovideastrategicapproachtoproductandbrandingissues.

SESSIONPLAN
Session
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25,26

Topic
Introductiontothecourse
ProductManagement Coreconcepts
ProductLifecycleManagementandMarketingStrategies
NewProductDevelopment
BusinessAnalysis,TestMarketingandProductlaunching
ProductPortfolioManagement
QUIZI/Submissionofassignment topics*
Brands:CoreConcept,ChallengesandOpportunities
BrandPositioningI
BrandPositioningII
BrandEquityCoreConcept
CustomerBasedBrandEquity(CBBE)
MIDCOURSEFOLLOWUP&FEEDBACK(Reviewoftopicscoveredtilldate)
ManagingBrandElements
IMCandBrandManagement
QUIZII
SecondaryBrandAssociations
BrandEquityMeasurement
MeasuringSourcesandOutcomesofBrandEquityI
MeasuringSourcesandOutcomesofBrandEquity II
ManagingBrandExtensions
ManagingBrandsoverTime&Geography
QUIZIII
COURSEENDFOLLOWUP&FEEDBACK (Reviewoftopicscoveredduringthecourse)
STUDENTPRESENTATIONS*

*Assignment
Theparticipantsarerequiredtoprepareanassignmenteitherindividuallyoringroup(ofnotmore
than3members).Ifdoneingroup,allmembersofthegrouparerequiredtomakeindividually
identifiablecontributionstothegroupprojectanddemonstratethesame.Eachgroupmustelect
itsrepresentativewhowillkeeprecordofactivitiesandcontributionsofeachgroupmemberand
actasitsspokesperson.Theprojectwillincludefollowingcomponents:

Phase1:Introduction
Identifyamarketerofyourchoice
Identifyonebrandofyourchoicefromitsbrandportfoliotocarryoutfurtherproject
Identifyandanalyzethestatus,strategiesandactivitiesofthebrandanditsmajorcompetitors
DoaSWOTanalysisforthechosenbrand
Phase2:Research
Doareviewregardingbrandidentity,image,personalityandconsumerperceptionwithrespect
tothechosenbrand
Studyandmatchbrandpersonalityandconsumerperceptionofthechosenbrand.
Fordatacollectionpurposeusequestionnairesusingparametersidentifiedinliteraturereview
orbyusinganyofthebrandpersonalityoridentityframeworks.Thesamplesizeshouldnotbe
lessthan30


Phase3:Presentation
ThestudentsarerequiredtopresenttheanalysisandfindingsofPhase2alongwithconclusions
andimplicationsinbothoralandwrittenformat.Thereportsubmissionshouldbeasperstandard
acceptableguidelinesforacademicreports.

SubmissionDeadlines:
Phase1: OnthedayofSession7
Phase2: OnthedayofSession23
Phase3: OralPresentationSession2526

CourseMaterialandReadings
Eachsessionwillhavesomecompulsoryreadingsandsomeadditionalreadings.Thestudentsare
expectedtostudybothbeforecomingtoattendthesession.Thespecificcoursematerialforeach
sessionwillbesharedwiththestudentsatleast2daysbeforetheconductofsession.

Alistoftext/referencebooksthatthestudentsmayrefertowillbeannouncedinbetweensessions.
Thereis,however,noguaranteethatthesebookswillcovertheentirecoursecontents.Thestudents
anyway, at PG levels of studies, should not bound themselves to a single book and should get
exposuretomultipleperspectivesofthesubject.Inshort,refer/readasmanyasyoucan!!!

AssessmentandGrading
Task
ClassParticipation
Assignment/Presentation
Quiz(02/3of5%each)
MidTermTestI
MidTermTestII
EndTermExamination
Total

%Weightage
5%
5%
10%
20%
20%
40%
100%

DueDate
DuringWholeSemester
TBA
TBA
February913,2015
March2327,2015
April27 May08,2015

BothMidTermExaminationswillcoverthetopicscoveredtillthedateofexamination.Both
examinations may include a combination of multiplechoice, short answer and essay type
questions.
There will be three (03) quizzes in total. The final grading will include best of the two. The
studentsareexpectedandstronglyadvisedtotakeallthreequizzes.Thequizzesmaybein
formofMCQs,crosswordsorothershortanswerformats(oracombinationthereof).
EndTermExaminationwillcovertheentiresyllabus.Casestudiesshallbethefocusforthe
endtermexamination.Casesfortheexaminationshallbeprovidedtothestudentsintheweek
precedingtheendtermexamination.