Lovely Professional University, Punjab

Course Code Course Title Course Planner Lectures Tutorials Practicals Credits
MKT622 PRODUCT AND BRAND MANAGEMENT 14916::Dr.Roktim Sarmah 2 1 0 3
Course Weightage ATT: 5 CA: 45 ETT: 50 Exam Category: X3: Mid Term Exam: Not Applicable – End Term Exam:
MCQ + Subjective
Course Orientation COMPETITIVE EXAMINATION (Higher Education), KNOWLEDGE ENHANCEMENT, PLACEMENT EXAMINATION

Course Outcomes :Through this course students should be able to

CO1 :: develop product and process related skills necessary to understand customer needs and competitive position
CO2 :: measure and formulate effective brand strategies to build, manage and measure brand equity
CO3 :: observe design and develop sustainable brand and product portfolio strategies
CO4 :: differentiate product and brand strategies of various companies

TextBooks ( T )
Sr No Title Author Publisher Name
T-1 STRATEGIC BRAND KELLER, K L., PEARSON
MANAGEMENT PARMESWARAN,
A.M.G. AND JACOB, I
T-2 BRAND MANAGEMENT : DUTTA, K OXFORD UNIVERSITY PRESS
PRINCIPLES AND PRACTICES
Reference Books ( R )
Sr No Title Author Publisher Name
R-1 BRAND MANAGEMENT : TEXT & VERMA, H V EXCEL BOOKS
CASES
R-2 PRODUCT POLICY AND BRAND CHITALE, A K & PRENTICE HALL
MANAGEMENT GUPTA, R
Other Reading ( OR )

Sr No Journals articles as Compulsary reading (specific articles, complete reference)

OR-1 Managing brands for the long run: Brand Reinforcement and revitalization strategies by Kevin Lane Keller ,
OR-2 A survey based method for measuring and understanding brand equity and its extendibility by Chan Su Park ,
OR-3 American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research by Nina Diamond, John F. Sherry Jr., Albert M. Muñiz Jr., Mary
Ann McGrath, Robert V. Kozinets, & Stefania Borghini ,
OR-4 DETERMINING CUSTOMER NEEDS PRIORITIES FOR IMPROVING SERVICE QUALITY USING QFD by Davood Gharakhani, Javad Eslami ,

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
 OR-5 Don't Make These 5 Product Launch Mistakes ,
OR-6 Best Practices for Conversion: The New Engagement Funnel in 7 Step ,
OR-7 case 10 Cooking up Maggi Noodles, Brand Management : Principles and Practices by Dutta, K, OUP, 1st Edition, (2012), PG.No- 26 ,
OR-8 Case 9- Micromax- The Indian War House, Brand Management : Principles and Practices by Dutta, K, OUP, 1st Edition, (2012), Pg.No- 274 ,
OR-9 Case 8- Airtel- Reinventing the Brand, Brand Management : Principles and Practices by Dutta, K, OUP, 1st Edition, (2012), Pg.No-247 ,
OR-10 Case 7- Brand extensions at ITC, Brand Management : Principles and Practices by Dutta, K, OUP, 1st Edition, (2012), Pg.No- 379 ,
OR-11 Case 6- Marketing IPL Online, Brand Management : Principles and Practices by Dutta, K, OUP, 1st Edition, (2012), Pg.No- 300 ,
OR-12 case 5 Brand architecture of Emami Group, Brand Management : Principles and Practices by Dutta, K, OUP, 1st Edition, (2012), Pg.No- 392 ,
OR-13 case 4 Pond's- A new Lease of Life, Brand Management : Principles and Practices by Dutta, K, OUP, 1st Edition, (2012), Pg.No- 422 ,
OR-14 Case 3- Trying to find some Homes for new Diet Coke, Strategic Brand Management by Keller, K l., Parmeswaran, A.M.G. and Jacob, I, Pearson, 3rd Edition,
(2013), Pg. No- 100 , ,
OR-15 Case 2- Nike Brand Mantra, Strategic Brand Management by Keller, K l., Parmeswaran, A.M.G. and Jacob, I, Pearson, 3rd Edition, (2013), Pg. No- 124 , ,
OR-16 Case 1- Titan-Time for Emotions, Strategic Brand Management by Keller, K l., Parmeswaran, A.M.G. and Jacob, I, Pearson, 3rd Edition, (2013), Pg. No- 70 ,

Relevant Websites ( RW )
Sr No (Web address) (only if relevant to the course) Salient Features
RW-1 http://productlifecyclestages.com/ product life cycle stages

RW-2 http://www.aha.io/roadmapping/guide/product-management product management

RW-3 http://www.innovationmanagement.se/2012/01/23/how-to-build-a- This provides dimensions to convert a concept into a viable business
frameworktoconceptualize- your-ideas-into-successful-innovations/ model.
RW-4 http://www.innovationmanagement.se/2015/06/11/10-guidelines-for- It provides innovative ideas to build business models around product
businessmodelinnovation- in-established-companies/ ideas.
RW-5 http://assets.omniture.com/en/downloads/datasheets/06_datasheet_7Steps.pdf The entire concept of customer conversion funnel is explained in a very
lucid and downloadable format
RW-6 https://blog.kissmetrics.com/conversion-funnel-survival-guide/ It gives a complete guide using case study to explain the concept of
customer conversion funnel
RW-7 http://innovationexcellence.com/blog/2013/05/27/8-step-process-perfects-new- It explains the 8 Step Process Perfects New Product Development
productdevelopment/
RW-8 http://www.aha.io/roadmapping/guide/product-management product management

LTP week distribution: (LTP Weeks)

Weeks before MTE 8
Weeks After MTE 7
Spill Over (Lecture)

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Detailed Plan For Lectures
Week Lecture Broad Topic(Sub Topic) Chapters/Sections of Other Readings, Lecture Description Learning Outcomes Pedagogical Tool Live Examples
Number Number Text/reference Relevant Websites, Demonstration/
books Audio Visual Aids, Case Study /
software and Virtual Images /
Labs animation / ppt
etc. Planned
Week 1 Lecture 1 Introduction to Product T-1 RW-8 Lecture 1: Building up Lecture 1 will Lecturing,
Management(Product R-2 an orientation to the introduce the students discussion, and
Related Concepts) course discussing its with course and will Brainstorming
nature, dimensions, risks guide them how this
and rewards. The lecture course can help them
will be used to discuss: manage Product lines
a) L T P Credits and text and Brands
books and reference successfully in future.
books of the course.
b) Course assessment
model i.e marks
breakup,
proposed CA model
etc.
c) Relevant resources
which could be used for
better understanding of
the course.
d) A brief about the
objectives and course
contents.

Lecture 2 Introduction to Product T-1 RW-8 Lecture 1: Building up
Management(Types of T-2 an orientation to the
Marketing Organization) R-1 course discussing its
R-2 nature, dimensions, risks
and rewards. The lecture
will be used to discuss:
a) L T P Credits and text
books and reference
books of the course.
b) Course assessment
model i.e marks
breakup,
proposed CA model
etc.
c) Relevant resources
which could be used for
better understanding of
the course.
d) A brief about the
objectives and course
contents.
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Lecture 1 will Lecturing,
introduce the students discussion, and
with course and will Brainstorming
guide them how this
course can help them
manage Product lines
and Brands
successfully in future.
Lecture 2: Students
will be able to assess
the scope of Product
management and
define product related
concepts 3) types of
marketing
organization
Week 1 Lecture 2 Introduction to Product T-1 RW-8 Lecture 1: Building up Lecture 1 will Lecturing,
Management(Marketing an orientation to the introduce the students discussion, and
Plan and components) course discussing its with course and will Brainstorming
nature, dimensions, risks guide them how this
and rewards. The lecture course can help them
will be used to discuss: manage Product lines
a) L T P Credits and text and Brands
books and reference successfully in future.
books of the course. Lecture 2: Students
b) Course assessment will be able to assess
model i.e marks the scope of Product
breakup, management and
proposed CA model define product related
etc. concepts 3) types of
c) Relevant resources marketing
which could be used for organization d
better understanding of and discuss the
the course. concept of marketing
d) A brief about the planning, marketing
objectives and course plan components
contents.
Week 2 Lecture 3 Product Strategy(Getting T-1 Managing New Product Students will be able Discussion and
Ideas for New Products) Development to synthesize on the Brainstorming
New product
development process.
Testing of newly
launched products
will be introduced.
Product Strategy(Setting T-1 setting up various Students will be able Discussion and
Objectives) objectives to synthesize on the Brainstorming
New product
development process.
Testing of newly
launched products
will be introduced.
Lecture 4 Introduction to Product T-1 OR-12 Levels of competition, Lecture 4: Students Lecturing and Levels of
Management(Competitive T-2 Competitive Set and will be able to discussion competition,
Set & Competitor Analysis) R-2 Competitor analysis analyse various levels Product
tools and tecniques of competition Management by
Lecture 5: Students Lehmann D &
will be able develop Winer R, Mc
competitive Graw Hill, 4th
intelligence to assess Edition, (2012),
competition Pg. No- 52

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 3 Lecture 5 Introduction to Product T-1 OR-12 Levels of competition, Lecture 4: Students Lecturing and Levels of
Management(Competitive T-2 Competitive Set and will be able to discussion competition,
Set & Competitor Analysis) R-2 Competitor analysis analyse various levels Product
tools and tecniques of competition Management by
Lecture 5: Students Lehmann D &
will be able develop Winer R, Mc
competitive Graw Hill, 4th
intelligence to assess Edition, (2012),
competition Pg. No- 52
Lecture 6 Introduction to Product T-1 OR-4 Category Attractiveness- Students will be able Lecturing and Energy Bars:
Management(Category OR-16 Aggregate market to assess category discussion Category
Attractiveness) factors, Category factors attractiveness for a attractiveness
and Environmental given product analysis,
analysis category Product
Management by
Lehmann D &
Winer R, Mc
Graw Hill, 4th
Edition, (2012),
Pg. No- 93-94
Introduction to Product T-1 Category Attractiveness- Students will be able Lecturing and Energy Bars:
Management(Environmental Aggregate market to assess category discussion Category
Analysis) factors, Category factors attractiveness for a attractiveness
and Environmental given product analysis,
analysis category Product
Management by
Lehmann D &
Winer R, Mc
Graw Hill, 4th
Edition, (2012),
Pg. No- 93-94
Week 4 Lecture 7 Product Strategy T-1 OR-6 Developing Product Students Article discussion
(Developing Product RW-1 strategies- Elements of will be able to
Strategies) RW-2 product strategy, develop various
Product Life Cycle product strategies by
Strategies to be followed defining the
on various stages of statement of
PLC objectives, selection
Lecture of strategic
alternatives, selection
of customer targets,
choice of
competitor's targets,
and statement of core
strategy

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 4 Lecture 7 Product Strategy(Elements T-1 OR-6 Developing Product Students Article discussion
Of Product Strategy) RW-1 strategies- Elements of will be able to
RW-2 product strategy, develop various
Product Life Cycle product strategies by
Strategies to be followed defining the
on various stages of statement of
PLC objectives, selection
Lecture of strategic
alternatives, selection
of customer targets,
choice of
competitor's targets,
and statement of core
strategy
Product Strategy(Product T-1 OR-6 Developing Product Students Article discussion
Strategy Over the Life T-2 RW-1 strategies- Elements of will be able to
Cycle) R-1 RW-2 product strategy, develop various
R-2 Product Life Cycle product strategies by
Strategies to be followed defining the
on various stages of statement of
PLC objectives, selection
Lecture of strategic
alternatives, selection
of customer targets,
choice of
competitor's targets,
and statement of core
strategy
Product Strategy(Selection T-1 OR-6 Developing Product Students Article discussion
Of Strategic Alternatives) RW-1 strategies- Elements of will be able to
RW-2 product strategy, develop various
Product Life Cycle product strategies by
Strategies to be followed defining the
on various stages of statement of
PLC objectives, selection
Lecture of strategic
alternatives, selection
of customer targets,
choice of
competitor's targets,
and statement of core
strategy

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 4 Lecture 8 Product Strategy(Line T-1 OR-1 Identifying customer Studenst will Lecture,
Extension) RW-7 needs, Establish target understand the Discussion and
specifications, Generate methods of brainstorming
product concepts, Select estimating the market
product concepts, Test potential and the
product concepts, Set segmentation models
final specifications, Plan to identify ideal
down stream customers.
development
Major elements in
product management
process
Product Strategy(Testing T-1 OR-1 Identifying customer Studenst will Lecture,
New Products) RW-7 needs, Establish target understand the Discussion and
specifications, Generate methods of brainstorming
product concepts, Select estimating the market
product concepts, Test potential and the
product concepts, Set segmentation models
final specifications, Plan to identify ideal
down stream customers.
development
Major elements in
product management
process
Week 5 Lecture 9 Product Strategy(Product T-1 OR-1 Identifying customer Studenst will Lecture,
Modification) RW-7 needs, Establish target understand the Discussion and
specifications, Generate methods of brainstorming
product concepts, Select estimating the market
product concepts, Test potential and the
product concepts, Set segmentation models
final specifications, Plan to identify ideal
down stream customers.
development
Major elements in
product management
process
Lecture 10 Pricing Decisions(The role T-1 OR-2 Role of marketing Students will be Lecture,
of marketing strategy in RW-5 strategy in pricing, able to understand Discussion and
pricing) RW-6 pricing objectives and different pricing brainstorming
factors affecting price objectives
L11: Pricing tactics,
competition and pricing
L10: Students will be
able to understand
different pricing
objectives

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 5 Lecture 10 Pricing Decisions T-1 OR-2 Role of marketing Students will be Lecture,
(Psychological Aspects of RW-5 strategy in pricing, able to understand Discussion and
Pricing) RW-6 pricing objectives and different pricing brainstorming
factors affecting price objectives
L11: Pricing tactics,
competition and pricing
L10: Students will be
able to understand
different pricing
objectives
Pricing Decisions(Pricing T-1 OR-2 Role of marketing Students will be Lecture,
Tactics) RW-5 strategy in pricing, able to understand Discussion and
RW-6 pricing objectives and different pricing brainstorming
factors affecting price objectives
L11: Pricing tactics,
competition and pricing
L10: Students will be
able to understand
different pricing
objectives
Week 6 Lecture 11 Advertising Decisions T-1 RW-3 Setting advertising Student will Brainstorming,
(Setting Advertising RW-4 objectives and understand several Discussion, and
Objectives) advertising budgets types of advertising lecture
objectives and learn
different methods of
setting advertising
budget.
Advertising Decisions T-1 RW-3 Setting advertising Student will Brainstorming,
(Setting Advertising RW-4 objectives and understand several Discussion, and
Budgets) advertising budgets types of advertising lecture
objectives and learn
different methods of
setting advertising
budget.
Advertising Decisions T-1 RW-3 Setting advertising Student will Brainstorming,
(Evaluating Advertising RW-4 objectives and understand several Discussion, and
Effects) advertising budgets types of advertising lecture
objectives and learn
different methods of
setting advertising
budget.
Lecture 12 The Product Development R-1 Understanding each Students will be able Discussion and
Process(Understanding each phase of a product to synthesize on the Brainstorming
phase of a product life- lifecycle, New product
cycle) Identify different development process.
methods of developing a Testing of newly
product, Doing cost- launched products
benefit analysis will be introduced.

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 6 Lecture 12 The Product Development T-1 Understanding each
Process(Identify different phase of a product
methods of developing a lifecycle,
product) Identify different
methods of developing a
product, Doing cost-
benefit analysis
The Product Development T-1 Understanding each
Process(Doing cost-benefit phase of a product
analysis) lifecycle,
Identify different
methods of developing a
product, Doing cost-
benefit analysis
Week 7 Lecture 13 Product Lifecycle T-1 Idea generation stage,
Management(Idea Idea Screening stage,
Generation) Concept development
and testing stages
Business analysis stage,
Market testing stage,
Implementation stage
and commercialization
Product Lifecycle T-1 OR-3 Idea generation stage,
Management(Idea OR-5 Idea Screening stage,
Screening) Concept development
and testing stages
Business analysis stage,
Market testing stage,
Implementation stage
and commercialization
Product Lifecycle T-1 Idea generation stage,
Management(Concept Idea Screening stage,
Development and Testing) Concept development
and testing stages
Business analysis stage,
Market testing stage,
Implementation stage
and commercialization
Product Lifecycle T-1 Idea generation stage,
Management(Business T-2 Idea Screening stage,
Analysis) R-1 Concept development
R-2 and testing stages
Business analysis stage,
Market testing stage,
Implementation stage
and commercialization
An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Students will be able Discussion and
to synthesize on the Brainstorming
New product
development process.
Testing of newly
launched products
will be introduced.
Students will be able Discussion and
to synthesize on the Brainstorming
New product
development process.
Testing of newly
launched products
will be introduced.
Students understand Discussion and Driverless Cars
the various steps in Brainstorming by Google and
product development Tesla for
cycle and various brainstorming
marketing strategies
to be applied at
various stages of the
product life cycle.
Students understand Discussion and Driverless Cars
the various steps in Brainstorming by Google and
product development Tesla for
cycle and various brainstorming
marketing strategies
to be applied at
various stages of the
product life cycle.
Students understand Discussion and Driverless Cars
the various steps in Brainstorming by Google and
product development Tesla for
cycle and various brainstorming
marketing strategies
to be applied at
various stages of the
product life cycle.
Students understand Discussion and Driverless Cars
the various steps in Brainstorming by Google and
product development Tesla for
cycle and various brainstorming
marketing strategies
to be applied at
various stages of the
product life cycle.
Week 7 Lecture 14 Product Lifecycle T-1 Idea generation stage,
Management Idea Screening stage,
(Implementation) Concept development
and testing stages
Business analysis stage,
Market testing stage,
Implementation stage
and commercialization
Week 8 Lecture 15 Product Lifecycle T-1 Idea generation stage,
Management(BETA and T-2 Idea Screening stage,
Market Testing) R-1 Concept development
R-2 and testing stage,
Business analysis stage,
Market testing stage,
Implementation stage
and commercialization
stages are discussed.
Product Lifecycle T-1 Idea generation stage,
Management(Product T-2 Idea Screening stage,
Commercialization) R-1 Concept development
R-2 and testing stage,
Business analysis stage,
Market testing stage,
Implementation stage
and commercialization
stages are discussed.
Students understand Discussion and Driverless Cars
the various steps in Brainstorming by Google and
product development Tesla for
cycle and various brainstorming
marketing strategies
to be applied at
various stages of the
product life cycle.
Students understand Brainstorming Driverless Cars
the various steps in from additional by Google and
product development reading materials, Tesla for
cycle and various Discussion and brainstorming
marketing strategies presentation
to be applied at
various stages of the
product life cycle.
Students understand Brainstorming Driverless Cars
the various steps in from additional by Google and
product development reading materials, Tesla for
cycle and various Discussion and brainstorming
marketing strategies presentation
to be applied at
various stages of the
product life cycle.

SPILL OVER
Week 8 Lecture 16 Spill Over

MID-TERM
Week 9 Lecture 17 Introduction to Brand T-1 Understanding brand- Students will be able Discussion and Coca cola's
Management(Brand and T-2 Conceptual to explore the Magic Case study branding lesson,
Brand Management) understanding, of Brands and will be Strategic Brand
Difference between able to differentiate Management by
product and brand between Products and Keller, K l.,
branding challenges and Brands Parmeswaran,
opportunites A.M.G. and
Jacob, I,
Pearson, 3rd
edition, (2013),
Pg. No. 6

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 9 Lecture 17 Introduction to Brand T-1 Understanding brand- Students will be able Discussion and Coca cola's
Management(what is a T-2 Conceptual to explore the Magic Case study branding lesson,
brand) understanding, of Brands and will be Strategic Brand
Difference between able to differentiate Management by
product and brand between Products and Keller, K l.,
branding challenges and Brands Parmeswaran,
opportunites A.M.G. and
Jacob, I,
Pearson, 3rd
edition, (2013),
Pg. No. 6
Introduction to Brand T-1 Understanding brand- Students will be able Discussion and Coca cola's
Management(Brands Versus T-2 Conceptual to explore the Magic Case study branding lesson,
Products) understanding, of Brands and will be Strategic Brand
Difference between able to differentiate Management by
product and brand between Products and Keller, K l.,
branding challenges and Brands Parmeswaran,
opportunites A.M.G. and
Jacob, I,
Pearson, 3rd
edition, (2013),
Pg. No. 6
Introduction to Brand T-1 Understanding brand- Students will be able Discussion and
Management(Branding T-2 Conceptual to explore the Magic Case study
Challenges And understanding, of Brands and will be
Opportunities) Difference between able to differentiate
product and brand between Products and
branding challenges and Brands
opportunites
Introduction to Brand T-1 Understanding brand- Students will be able Discussion and
Management(Strategic T-2 Conceptual to explore the Magic Case study
Brand Management Process) understanding, of Brands and will be
Difference between able to differentiate
product and brand between Products and
branding challenges and Brands
opportunites
Lecture 18 Introduction to Brand T-1 Strategic Brand Students will be able discussion Building a brand
Management(The Brand T-2 management to synthesize on the winner with
Equity Concept) processidentifying concepts of building, Manchester
and measuring and United, Strategic
establishing brand managing brand Brand
positioning, planning equity through Management by
and implementing brand Customer based Keller, K l.,
marketing program, brand Parmeswaran,
measuring and equity- A.M.G. and
interpreting brand Strategic Brand Jacob, I,
performance, growing management process Pearson, 3rd
and sustaining brand edition, (2013),
equity Pg. No. 24

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 9 Lecture 18 Customer Based Brand T-1 Strategic Brand Students will be able discussion
Equity(Defining Customer T-2 management to synthesize on the
Based Brand Equity) processidentifying concepts of building,
and measuring and
establishing brand managing brand
positioning, planning equity through
and implementing brand Customer based
marketing program, brand
measuring and equity-
interpreting brand Strategic Brand
performance, growing management process
and sustaining brand
equity
Customer Based Brand T-1 Strategic Brand Students will be able discussion
Equity(Making a strong T-2 management to synthesize on the
Brand) processidentifying concepts of building,
and measuring and
establishing brand managing brand
positioning, planning equity through
and implementing brand Customer based
marketing program, brand
measuring and equity-
interpreting brand Strategic Brand
performance, growing management process
and sustaining brand
equity
Customer Based Brand T-1 Strategic Brand Students will be able discussion
Equity(Sources of brand T-2 management to synthesize on the
equity) processidentifying concepts of building,
and measuring and
establishing brand managing brand
positioning, planning equity through
and implementing brand Customer based
marketing program, brand
measuring and equity-
interpreting brand Strategic Brand
performance, growing management process
and sustaining brand
equity

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 9 Lecture 18 Customer Based Brand T-1 Strategic Brand Students will be able discussion
Equity(Building a strong T-2 management to synthesize on the
brand: The four steps of processidentifying concepts of building,
Brand Building) and measuring and
establishing brand managing brand
positioning, planning equity through
and implementing brand Customer based
marketing program, brand
measuring and equity-
interpreting brand Strategic Brand
performance, growing management process
and sustaining brand
equity
Week 10 Lecture 19 Designing Marketing T-1 OR-9 New perspectives on Students will be able Brainstorming and Coca cola's
Programs to Build Brand R-2 OR-10 Marketing- to build new discussion branding lesson,
Equity(New perspectives on Personalizing perspective on Strategic Brand
Marketing) marketing, experiential marketing and devise Management by
marketing one to one product strategies Keller, K l.,
marketing, permission Parmeswaran,
marketing-Perceived A.M.G. and
quality and value Jacob, I,
Product strategy Pearson, 3rd
edition, (2013),
Pg. No. 6
Designing Marketing T-1 OR-9 New perspectives on Students will be able Brainstorming and Coca cola's
Programs to Build Brand R-2 OR-10 Marketing- to build new discussion branding lesson,
Equity(Product strategy) Personalizing perspective on Strategic Brand
marketing, experiential marketing and devise Management by
marketing one to one product strategies Keller, K l.,
marketing, permission Parmeswaran,
marketing-Perceived A.M.G. and
quality and value Jacob, I,
Product strategy Pearson, 3rd
edition, (2013),
Pg. No. 6
Lecture 20 Designing Marketing T-1 OR-13 consumer pricing The students will be Case study IBM, General
Programs to Build Brand R-2 perception and setting able to define brand Foods
Equity(Pricing strategy) prices to build brand equity, develop
equity strong brands and
identify the sources
of brand equity
Designing Marketing T-1 OR-13 consumer pricing The students will be Case study IBM, General
Programs to Build Brand R-2 perception and setting able to define brand Foods
Equity(Channel strategy) prices to build brand equity, develop
equity strong brands and
identify the sources
of brand equity

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 11 Lecture 21 Designing and implementing T-1 OR-7 Brand relationship Students understand Discussion and Zodiac-
branding strategies(Brand OR-11 spectrum, House of how the complexities Brain Stretching
architecture) brands, Endorsed in the market has led storming. beyond formals,
Brands, Subbrands, to managing complex Strategic Brand
Branded House, brand architectures Management by
due to the prohibitive Keller, K l.,
costs of creating new Parmeswaran,
brands. A.M.G. and
Jacob, I,
Pearson, 3rd
edition, (2013),
Pg. No- 442
Hero Honda-
Brand portfolio,
Strategic Brand
Management by
Keller, K l.,
Parmeswaran,
A.M.G. and
Jacob, I,
Pearson, 3rd
edition, (2013),
Pg. No- 444
Designing and implementing T-1 OR-7 Brand relationship Students understand Discussion and Zodiac-
branding strategies(Brand OR-11 spectrum, House of how the complexities Brain Stretching
hierarchy) brands, Endorsed in the market has led storming. beyond formals,
Brands, Subbrands, to managing complex Strategic Brand
Branded House, brand architectures Management by
due to the prohibitive Keller, K l.,
costs of creating new Parmeswaran,
brands. A.M.G. and
Jacob, I,
Pearson, 3rd
edition, (2013),
Pg. No- 442
Hero Honda-
Brand portfolio,
Strategic Brand
Management by
Keller, K l.,
Parmeswaran,
A.M.G. and
Jacob, I,
Pearson, 3rd
edition, (2013),
Pg. No- 444

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 11 Lecture 22 Designing and implementing T-1 OR-7 Brand relationship Students understand Discussion and
branding strategies OR-11 spectrum, House of how the complexities Brain
(Designing a branding brands, Endorsed in the market has led storming.
strategy) Brands, Subbrands, to managing complex
Branded House, brand architectures
due to the prohibitive
costs of creating new
brands.
Week 12 Lecture 23 Managing brand extensions T-1 OR-8 Brand extension, its Students will be able Discussion and
(Brand extension) R-2 OR-14 nature and scope, to assess brand brainstorming on
applications, extension issues in the article provided
Advantages and the light of its pros in additional
disadvantages of Brand and cons reading material.
extension
Managing brand extensions T-1 OR-8 Brand extension, its Students will be able Discussion and
(Advantages of brand R-2 OR-14 nature and scope, to assess brand brainstorming on
extensions) applications, extension issues in the article provided
Advantages and the light of its pros in additional
disadvantages of Brand and cons reading material.
extension
Managing brand extensions T-1 OR-8 Brand extension, its Students will be able Discussion and
(Disadvantages of Brand R-2 OR-14 nature and scope, to assess brand brainstorming on
extension) applications, extension issues in the article provided
Advantages and the light of its pros in additional
disadvantages of Brand and cons reading material.
extension
Lecture 24 Brand Positioning T-1 OR-15 Concept of brand Students will discussion Idea positioning
(Identifying and establishing T-2 positioning-brand values understand the statement-An
brand positioning) and positioning concept of brand idea can change
statement and positioning and how your life,
positioning strategy to design the Vodafone-
positioning strategy Zoozoo ads
Brand Positioning(Defining T-1 OR-15 Concept of brand Students will discussion Idea positioning
and establishing brand T-2 positioning-brand values understand the statement-An
mantras) and positioning concept of brand idea can change
statement and positioning and how your life,
positioning strategy to design the Vodafone-
positioning strategy Zoozoo ads
Brand Positioning(Brand T-1 OR-15 Concept of brand Students will discussion
audits) T-2 positioning-brand values understand the
and positioning concept of brand
statement and positioning and how
positioning strategy to design the
positioning strategy

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Week 13 Lecture 25 Developing a Brand Equity T-1 Concept of brand equity, Students will Discussion with
Measurement and T-2 branding and understand the brainstorming
Management System(Brand marketingproduct importance of brand
value chain) strategy equity and product
strategy of marketing
programs.
Developing a Brand Equity T-1 Concept of brand equity, Students will Discussion with
Measurement and T-2 branding and understand the brainstorming
Management System marketingproduct importance of brand
(Establishing a brand equity strategy equity and product
management system) strategy of marketing
programs.
Lecture 26 Measuring sources of brand T-1 Qualitative research Students will be able Discussion and Once upon a
equity(Qualitative research T-2 techniques- Free to to use qualitative Brainstorming time...You were
techniques) association, projective and quantitative what you
techniques, brand research techniques cooked and
personality and values, to research for brand Caffe Coffee
Quantitative research equity Day, Strategic
techniques- Brand Brand
awareness, recognition Management by
and recall Keller, K l.,
Parmeswaran,
A.M.G. and
Jacob, I,
Pearson, 3rd
edition, (2013),
Pg. No- 367,
368
Measuring sources of brand T-1 Qualitative research Students will be able Discussion and Once upon a
equity(Quantitative research T-2 techniques- Free to to use qualitative Brainstorming time...You were
techniques) association, projective and quantitative what you
techniques, brand research techniques cooked and
personality and values, to research for brand Caffe Coffee
Quantitative research equity Day, Strategic
techniques- Brand Brand
awareness, recognition Management by
and recall Keller, K l.,
Parmeswaran,
A.M.G. and
Jacob, I,
Pearson, 3rd
edition, (2013),
Pg. No- 367,
368
Week 14 Lecture 27 Managing brands over time T-1 Brand Student will learn the discussion
(Reinforcing brands) T-2 challenges,reinforcing importance of
brands and brand managing brands
revitalization over a period of time
and brand growth
challenges

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
 Week 14 Lecture 28 Managing brands over time T-1 Brand Student will learn the discussion
(Reinforcing brands) T-2 challenges,reinforcing importance of
brands and brand managing brands
revitalization over a period of time
and brand growth
challenges
Week 15 Lecture 29 Managing brands over time T-1 Brand Student will learn the discussion
(Revitalizing brands) T-2 challenges,reinforcing importance of
brands and brand managing brands
revitalization over a period of time
and brand growth
challenges

SPILL OVER
Week 15 Lecture 30 Spill Over
Week 16 Lecture 31 Spill Over
Lecture 32 Spill Over

Scheme for CA:

CA Category of this Course Code is:A0303 (3 out of 3)

Component Weightage (%) Mapped CO(s)

Assignment 43.75 CO1, CO2,
CO3, CO4
Assignment - Case based 43.75 CO1, CO2,
CO3, CO4
Presentation - Individual 12.5 CO1, CO2,
CO3, CO4

Details of Academic Task(s)

Academic Task Objective Detail of Academic Task Nature of Academic Academic Task Marks Allottment /
Task Mode submission
(group/individuals) Week
Assignment Ability to prepare Students will be provided with a dead brand allocated to them Group Offline 30 6 / 13
Re-branding, re by the course instructor and they have to analyse the
positioning plan for situation and frame the strategies to revive that brand again.
sick/failed brands Introduction to brand:5 marks, history of brand: 5 marks,
using appropriate Analysis of current situation: 10 marks, Brand reviving
framework of strategies: 10 marks
proposed strategies

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Assignment - Case To test the students Students will form groups of 4-5 students in each group. Each Group Offline 30 1 / 10
based analytical and group will be assigned a case and they have to present the
presentation skills case on the date allotted to them. 20 Marks for the analysis of
the case along with appropriate citations and conceptual
references. 10 marks for the presentation, staging and class
engagement.
Presentation - To give an Students would be picked up at random in the lectures and Individual Offline 15 2 / 12
Individual opportunity to tutorials to make their presentation on a latest news item from the
students to get business world. They would be evaluated for content, confidence
familiar with the and communication skills. Any student who fails to make his or
latest happenings in her presentation on the given date will be awarded zero.
the world of 5 MarksContent, 5
business and to marks for
enhance their Confidence and 5
confidence along Marks for
with their Communication
communication and skills.
presentation skills.

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)

Tutorial No. Lecture Topic Type of pedagogical tool(s) planned

(case analysis,problem solving test,role play,business game etc)

Tutorial1 Behind Every Great Product by Martin Cagan Silicon Valley Product Article Discussion
Group
Tutorial2 The Brand Relationship Spectrum: The key to the brand architecture Article Discussion
challenge by David A. Aaker
Tutorial3 Brand Valuation Methodology: A simple Example - Harvard Business Article Discussion
School
Tutorial4 What Hi-Tech Managers need to know about Brands by Scott Ward, Larry Article Discussion
Light and Jonathan Goldstine
Tutorial5 Teaching old brands new tricks by Stephen Brown, Robert V. Kozinets, & Article Discussion
John F. Sherry Jr
Tutorial6 Good Product Manager Bad Product Manager by By Ben Horowitz and Article Discussion
David Weiden
Tutorial7 What high- tech managers need to know about brands A Article Discussion
Tutorial8 Discussion on Article The Top 12 Product Management Mistakes And Article discussion
How To Avoid Them Martin Cagan Silicon Valley Product Group

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
 After Mid-Term
Tutorial9 Discussion on Article Famous Names Does it matter what a product is Article discussion
called? BY JOHN COLAPINTO
Tutorial10 Conceptualizing, Measuring, and Managing Customer-Based Brand Case discussion
Equity by Kevin Lane Keller
Tutorial11 Discussion on Article WHY BRANDS FAIL? - LESSONS FROM Article discussion
HISTORY B Balaji Sathya Narayanan
Tutorial12 Brand Valuation Methodology: A simple Example - Harvard Business Article discussion
School
Tutorial13 The Brand Relationship Spectrum: The key to the brand architecture Article discussion
challenge by David A. Aake
Tutorial14 Discussion on Article THE EFFECTIVENESS OF CORPORATE Article discussion
BRANDING STRATEGY IN MULTI-BUSINESS COMPANIES
Masume Hosseinzadeh Shahri
Tutorial15 What Hi-Tech Managers need to know about Brands by Scott Ward, Larry Article discussion
Light and Jonathan Goldstine

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.