University of Gujrat

Course Title: Product and Brand Management Year: 2011 Instructors Name: Muhammad Arslan Sarwar E-mail: arslan.sarwar@uog.edu.pk Course Code: MGT-435 Semester: 3rd Office (Room No.): New Block # 1 Office Hours:

Course Description

Course Type: Pre-requisite Goals/Objectives

Text Books Additional Readings Lectures Attendance Policy

This course will enable students to understand the process of new products entrance and progress in the market, specifically how complicated it is in the current drastically changing business environment. Brand management has gained great importance issues of this course, so studying this course will provide a deep insight into the field of brand management as an emerging field. Elective Fundamental of Marketing, Marketing Management Upon successful completion of this course, you would be able to: Learn basic concepts of product management from marketing point of view at all stages from ideas generation to successful launching of new product. To comprehend the evolvement of products from commodity products stage to product brand stage. To understand how important it is for the success of the corporations to maintain and update Brands periodically in accordance with dynamic market conditions. Strategic Brand Management: Building, Measuring, and Managing Brand Equity (2003) by Kevin Keller, New Jersey, Prentice-Hall Brand Management Text and Cases by Ajay Kumar Journal of Product and Brand Management 32 session of 90 minutes each A minimum of 70% attendance is required for a student to be eligible to take the final examination. The students with less than 70% of the attendance in a course shall be given the grade SA (Short Attendance) in such a course and shall not be allowed to take its End Term Exams and will have to reappear in the course to get the required attendance to be eligible to sit in the exam when the course is offered the next time. Mid-term Sessional Work o Presentation/Practical o Assignment/Practical o Quizzes Final Term 25% 25% 10% 10% 05% 50%

Grading

Quizzes, Assignments and Presentations Schedule (Tentative)

Multiple Choice Questions based quizzes will be arranged on completion of each chapter. Group Presentations (25 minutes maximum) will be assigned and deliver in every week. Students are required to submit a group assignment of 15-20 pages in Week No. 15. The guidelines of the assignment will be provided by the instructor in the third week.

Session Schedule Week

Week 1

Topics/Readings/Assignments
Introduction to Product & Brand Management. What is a Product? What is a Brand? Product Strategy Development. Pricing and Positioning Strategies.

Week 2

New Product Development. Product Life Cycle

Week 3

Branding of the product: Brand Development. Branding of the Services

Week 4

Brand Management Overview - Branding definition, rationales, applications, equity, and examples Reading: Chapter 1 Consumer Based Brand Equity [CBBE] What is brand equity? CBBE: Kellers Model Aakers BE Model Advantage: Strong Brands Brand Identity Elements Brand Building Implications Reading Chapter 2

Week 5

Week 6

Building Brands - Brand positioning/knowledge structure, and its value to marketing Reading: Chapter 3

Week 7

Building Brands - Brand elements, Criteria for choosing Brand Elements, Options and Tactics for Brand Element. Reading: Chapter 4

Week 8

Building Brands - Marketing programs, New Perspective on Marketing, Product Strategy, Pricing Strategy, Channel Strategy Reading: Chapter 5

Week 9 Week 11

Mid-term Examination Integrating Marketing Communications to Build Brand Equity Reading: Chapter 6

Week 10

Building Brands - Secondary brand association Case Discussion Reading: Chapter 7

Week 11

Measuring Brand Equity Reading: Chapter 8

Week 12

Measuring Sources of Brand Equity: Capturing Customer Mindset Reading: Chapter 9

Week 13

Measuring Outcome of Brand Equity: Capturing Market Performance Reading: Chapter 10

Week 14

Managing Brand Equity designing and implementing brand strategies Reading: Chapter 11

Week 15

Managing Brand Equity- Product and Brand Extension Reading: Chapter 12

Week 16

Managing Brand Equity- Managing Brands Over Time Reading: Chapter 13

Week 17

Brand Management - geographical boundaries and Market Segmentations Reading; Chapter 14

Final Exam

Preparation Week Final exam

Note: The instructor reserves the right to alter this schedule as circumstances may dictate. All changes
will be announced in class. Students not attending class are responsible for obtaining the information regarding any changes.