Introduction to Product Management and market management: - What is Product & Product - Service Continuum, Individual Product Decisions, Product attributes, Product and product Lives, Special issues in Product Management - Product Life cycle & Strategy, Product Differentiation, New Product development. Orientation in the product & market management-FMCG companies, companies catering to industrial markets.
Understanding product manager’s role and nature of markets: product-market-profit-coordination-forecasting-planning at corporate-divisional and product levels-the product manager’s role in organization, new product development, training field force, financial analysis, legal aspects and understanding competitive strategies for decision making.
Introduction to Brand Management and Crafting of Brand Elements. Consumer Brand Knowledge. Brand Identity, Personality and Brand Associations. Managing Brand Architecture and Brand Portfolios. Corporate Branding and Tools for Building Brand Equity. Leveraging Brand Equity. Measurement of Brand Equity.
Brand as a Concept - Value & Significance of Brand, Brand Name, Symbol & Slogan, Brand Strategic Decision, Line Expensing & Brand Extension
Promotion; Concept of Brand Equity & Association - Brand Loyalty; Awareness, Creating and Managing Brand Equity, Selecting, Creating and Maintain Associate.