Course, objective

This course is intended to give 'an insight into an integrated

approach to the management of products and brands.

Module I

Product management - concept and importance - role of product

manager - product policy - product oriented organization and product

teams ..:.. market segmentation - product differentiation - targeting &

product positioning - product plans - components of 'a product plan -

product audit.

Module II

Demand forecasting – feasibility and new product research - new

product development stages - diffusion and adoption process - new

product launch -strategies - successes and failure.

Module III

Product life cycle-stages - strategies adopted at different stages -

Managing  product line and product mix - product portfolio models.-

criticisms of portfolio models - managing product portfolio - product

deletions - product revitalization.

Module IV

Brand management - concept and definition of  brand -- value

Addition from branding- stages in brand building - brand identity- brand

naming process - brand extensions - brand equity - componer.sand

management of brand equity - brand awareness, brand loyalty, brand

associations, perceived quality - brand equity measurement - brend as

feelings. "

Module V

Brand personality - brand perception - concept and importance managing

brand personality and its measurement - difference between

brand personality, brand ambassador and celebrity models - trends in

product and brand management - global branding - mass customization

- co-branding -turbo marketing - marketing through internet -ecommerce.