Product & Brand Management (MBA)

New product development, product life cycle, brand equity, brand positioning and brand strategies.

6 महीनेअवधि 5Chapters25टॉपिक

अभी पूछताछ करें

सिलेबस · पाठ्यक्रम

Download PDF

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

परिचय

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

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.