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University of Gujrat

Course Title: Product and Brand Management Course Code: MGT-435Year: 2011 Semester: 3

rd

Instructors Name: Muhammad Arslan Sarwar Office (Room No.): New Block # 1

E-mail: arslan.sarwar@uog.edu.pk Office Hours:

Course Description 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.Course Type: Elective

Pre-requisite Fundamental of Marketing, Marketing Management

Goals/Objectives Upon successful completion of this course, you would be able to:

Learn basic concepts of product management from marketing point ofview at all stages from ideas generation to successful launching of new

product.

To comprehend the evolvement of products from commodity productsstage to product brand stage.

To understand how important it is for the success of the corporations tomaintain and update Brands periodically in accordance with dynamic

market conditions.

Text Books Strategic Brand Management: Building, Measuring, and Managing Brand Equity(2003) by Kevin Keller, New Jersey, Prentice-Hall

Additional Readings Brand Management Text and Cases by Ajay Kumar

Journal of Product and Brand Management

Lectures 32 session of 90 minutes each

Attendance Policy 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.

Grading

Mid-term 25% Sessional Work 25%

o Presentation/Practical 10%o Assignment/Practical 10%o Quizzes 05%

Final Term 50%

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Quizzes, Assignments

and Presentations

Schedule (Tentative)

Multiple Choice Questions based quizzes will be arranged on completionof each chapter.

Group Presentations (25 minutes maximum) will be assigned and deliverin every week.

Students are required to submit a group assignment of 15-20 pages inWeek No. 15. The guidelines of the assignment will be provided by the

instructor in the third week.

Session Schedule

Week Topics/Readings/Assignments

Week 1 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

Week 5 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 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 andTactics 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

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Week 9 Mid-term Examination

Week 11 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 Equitydesigning 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 theinformation regarding any changes.