Your roadmap · आपका रोडमैप
- 1
Admission & first meetingप्रवेश और पहली मुलाकातEnquire at your nearest NDSS centre, meet the teacher, fix the batch time and get your study material.
- 2
Part 1 of the syllabusपाठ्यक्रम भाग 1Unit-wise coaching with notes and doubt classes.
Unit 1: Product Concepts & Product MixUnit 2: Product Life Cycle & New Product DevelopmentUnit 3: Brand & Brand Equity
- 3
Part 2 of the syllabusपाठ्यक्रम भाग 2Unit-wise coaching with notes and doubt classes.
Unit 4: Brand Positioning & PersonalityUnit 5: Brand Strategies
- 4
Unit tests & assignmentsयूनिट टेस्टRegular tests in the university / board pattern.
- 5
Semester 4 exam (university / board)विश्वविद्यालय / बोर्ड परीक्षाPrevious papers and full revision before the exam.
- 6
Online tests & resultऑनलाइन टेस्ट और रिज़ल्टTake the tests online; your marks and result show in your student login and at the centre.
सिलेबस · पाठ्यक्रम
1 subject · 5 chapters · 25 topics
01Unit 1: Product Concepts & Product Mix
5 टॉपिक+
- Product: meaning and levels (core to potential product)
- Classification of products
- Product mix: width, length, depth, consistency
- Product line decisions: stretching and filling
- पैकेजिंग और लेबलिंग
02Unit 2: Product Life Cycle & New Product Development
5 टॉपिक+
- Stages of the PLC and strategies
- New product development process
- Idea screening, concept testing, test marketing
- Adoption process and diffusion
- Reasons for new product failure
03Unit 3: Brand & Brand Equity
5 टॉपिक+
- Brand: meaning, elements and functions
- Brand equity: Aaker's model
- Keller's customer-based brand equity (CBBE) pyramid
- Brand awareness and brand image
- Measuring brand equity
04Unit 4: Brand Positioning & Personality
5 टॉपिक+
- Brand identity and positioning
- Points of parity and points of difference
- Brand personality: Aaker's five dimensions
- Brand architecture: branded house, house of brands
- Brand communication
05Unit 5: Brand Strategies
5 टॉपिक+
- Line extension and brand extension
- Co-branding and ingredient branding
- Brand repositioning and revitalisation
- Private labels
- Global and rural branding in India
About this course
आप यह कर पाएँगे
- Explain product levels, product mix decisions and product line strategies
- Manage products across the product life cycle
- Describe the new product development process and reasons for failure
- Explain brand equity using Aaker's and Keller's models
- Develop brand positioning, brand personality and brand architecture decisions
- Evaluate brand extensions, co-branding and brand revitalisation
यह किसके लिए है
- MBA students of Semester 4 (AKTU) - Marketing specialisation
- Students aiming at product management and brand management careers
आपको क्या चाहिए
- Marketing Management (Semester 1 / 2) completed
- Interest in brands and new products
Online tests & result
Practice and unit tests online; marks and result show in your student login and at the centre.
Student login →
सवाल
Which syllabus is followed?
The AKTU (Dr. A.P.J. Abdul Kalam Technical University, Lucknow) MBA syllabus of Product & Brand Management (Semester 4). If your own university's syllabus differs, the centre follows your university syllabus and units.
Are Indian brand cases discussed?
Yes. Brands such as Amul, Tata, Patanjali, Dabur, Maggi and Fevicol are used to explain the concepts.
How will I be tested?
Unit-wise MCQ tests and a final paper at semester level, plus practice on short and long answer questions from previous university papers.
