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Lovely-Professional-University-LPU :: MBA-GUEES-SERIES
DMGT508 PRODUCT AND BRAND MANAGEMENT
Pages 200
Publisher India mba books
Product Type Books
Price 350
 

DMGT508  PRODUCT AND BRAND MANAGEMENT 

 

Sr. No.

Topics

1.

Introduction to Product & Product Related Concepts: Product Management & Scope  Marketing Organization & Types, Marketing Planning: Components of Marketing Plan  Defining the Competitive Set: Levels of Market Competition, Methods for Determining Competitors  Category Attractiveness Analysis: Aggregate Market Factors, Category Factors, Environmental  Analysis 

2.

Competitor Analysis :Sources of Information, Assessing Competitors’ Current Objectives &  Strategies, Differential Advantage Analysis  Customer Analysis : Purpose, Segmentation Criteria 

3.

Market Potential & Sales Forecasting, Methods of Estimating Market & Sales Potential 

4.

Developing Product Strategies, PLC, Product Strategies Over the Life Cycle  Managing New Product Development ,Product Modification, Line Extension & Brand Extension 

5.

Brands & Brand Management, Branding Challenges & opportunities, Concept of Brand Equity 

6.

Strategic Brand Management Process :Introduction & Phases 

7.

Identifying & Establishing Brand Positioning: Building A Strong Brand, Positioning Guidelines 

8.

Planning & Implementing Brand Marketing programs: Criteria for Choosing Brand Elements,  Options & tactics for Brand Elements, Use of IMC for Brand Building, Leveraging Secondary Brand  Associations to Brand building 

9.

Measuring & Interpreting Brand Performance:  Developing A Brand Equity Measurement &  Management System, Measuring Sources of Brand Equity & Outcome of Brand Equity 

10.

Growing & Sustaining Brand Equity: Designing & Implementing Branding Strategies  Managing Brands Over Time

 



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