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Globsyn Business School

Product & Brand Management

Course Fees: ₹ 14000.00

Course Fee: $ 200.00

The aim of any type of marketing activity is based on converting any commodity into a tangible product and thereby to create an effective brand for enhancing its market presence. The Product and Brand Management course ideally focuses on generating clarity to the different concepts and definitions concerning product and brand. It also reflects on the different types of product and brand strategies that are undertaken by a business institution for developing and enhancing the product’s presence in the target market. Regards to Brand Management, the course specifically focuses on the different activities that are carried out for development, measurement and also in managing the product brand. Likewise, the course also contributes in generating effective knowledge regards to different types of Product Innovation models and also provides an effective discussion regards to Brand Equity. The Product and Brand Management course earns effectiveness in that it encompasses considerable number of Caselets and illustrations that help in generating clarity to the understandings of the concepts and theories. The Caselets not only highlight different product firms but also reflects on the different types of brand and marketing campaigns carried out by them for generating needed awareness about the brand and also in enhancing its sales along the target market. The course aims to help students garner knowledge and develop skills to be able to effectively engage in the field of sales and marketing with the appropriate use of product and brand management concepts. In its first part, the subject deals with Product Management, i.e., all activities required to strategize and implement the marketing of products with special reference to the competition. The second part deals with Brand Management, i.e., all activities required to make the brand stand out in the market starting from the launch to taking it across the national boundaries. The contents of the course will lay stress on the practical aspects through presentation of illustrations, Caselets and Multiple Choice Questions based assignments.

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The aim of any type of marketing activity is based on converting any commodity into a tangible product and thereby to create an effective brand for enhancing its market presence. The Product and Brand Management course ideally focuses on generating clarity to the different concepts and definitions concerning product and brand. It also reflects on the different types of product and brand strategies that are undertaken by a business institution for developing and enhancing the product’s presence in the target market. Regards to Brand Management, the course specifically focuses on the different activities that are carried out for development, measurement and also in managing the product brand. Likewise, the course also contributes in generating effective knowledge regards to different types of Product Innovation models and also provides an effective discussion regards to Brand Equity. The Product and Brand Management course earns effectiveness in that it encompasses considerable number of Caselets and illustrations that help in generating clarity to the understandings of the concepts and theories. The Caselets not only highlight different product firms but also reflects on the different types of brand and marketing campaigns carried out by them for generating needed awareness about the brand and also in enhancing its sales along the target market. The course aims to help students garner knowledge and develop skills to be able to effectively engage in the field of sales and marketing with the appropriate use of product and brand management concepts. In its first part, the subject deals with Product Management, i.e., all activities required to strategize and implement the marketing of products with special reference to the competition. The second part deals with Brand Management, i.e., all activities required to make the brand stand out in the market starting from the launch to taking it across the national boundaries. The contents of the course will lay stress on the practical aspects through presentation of illustrations, Caselets and Multiple Choice Questions based assignments.

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Course Fees: ₹ 14000.00

Course Fee: $ 200.00

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Who will benefit from this Course?

Students
Brand Managers
Entrepreneurs
Product and Marketing Professionals
How will you benefit from this Course?

 

After completing the How To Learn Online course, you will be able to:

  • Gain an effective understanding of the different Product and Brand Management Strategies.
  • Gain needed knowledge regarding Product Innovation Models and Concepts and also a practical understanding of the uses of such models by business institutions.
  • Gain an effective knowledge of the different types of Brand and Marketing Campaigns carried out by the product companies for generating needed brand awareness amongst the consumers based in the target market.
  • Understand the concept of Brand Equity and also the manner of measuring it.
  • Gain potential knowledge of the different types of Brand Positioning and Repositioning Strategies both in an empirical and case based fashion.
  • Understand the fashion in which the Product element can be effectively integrated with other elements of the Marketing Mix.
  • Gain a thorough understanding of Brand Extension and Brand Personality concepts and also their practical usage.
Where can you see yourself after this Course?
Brand and Marketing Managers

Completion of the course will help you to gain an effective understanding of the different types of strategic management initiatives undertaken by firms and the development of quality brand & marketing campaigns.

Sales Manager

Completion of the course will help you to gain an effective understanding of the impact of the marketing and promotional campaigns in attracting consumers for purchasing and repurchasing the products and services.

Research and Development Managers

Completion of the course will help you in understanding different types of product technology models, and thereby encourage the integration of both external and internal support for enhancing product and technological competency.

Strategy Managers and Consultants

Completion of the course will help you in formulating quality strategies that will help in revamping the product brands and formulating positional strategies and campaigns that would contribute in taking the brand to new heights.

Product Manager

Completion of the course will help you in regards to understanding of innovation models & development of quality products, and gaining practical insights about development of marketing and brand campaigns.

Digital Marketers

Completion of the course will help you in not only understanding the manner of conducting and managing the product brands and marketing campaigns, but also in using digital tools for effectively designing such.


The Faculty Corner

PROF. (DR.) DEBRAJ DATTA

A first class first gold medallist in Engineering from Jadavpur University, Dr. Debraj Datta has completed his doctoral research from West Bengal University of Technology. Dr. Datta has published articles on topics like Retail Marketing, Purchase Heuristics, Product Evolution Stages, Online Marketing, etc. and has twice won ‘Best Paper Award’ for his work. He has also participated in a number of international and national level conferences on different contemporary issues in the field of marketing.

Prof. (Dr.) Sabyasachi Dasgupta

Dr. Sabyasachi Dasgupta, an MBA from Calcutta University, a Doctorate from MICA, MDHEA from Symbiosis, Pune and a teacher by profession, has commanded prominent positions in several corporate and academic giants for more than 12 years. He has taught at the Florida State University and has also been a visiting researcher in the University. Dr. Dasgupta, apart from presenting research papers in national and international conferences, also has a number of publications including Scopus/ABDC/UGC Care, edited books, number of cases and book chapters under his belt. He is also a scientific committee member of TIIKM, Colombo, and a reviewer in Journal of Brand Management, Journal of Creative Communication and journals published by American Marketing Association. 

What do you need to have to study this Course?

 

To study the Product and Brand Management Course you need to have:

  • An effective understanding of the Product and Brand Management initiatives and activities carried out by firms.
  • An effective interest in understanding the practical cases and applications of the empirical concepts and models.
  • An effective knowledge of basic computer skills.

Course Content

Session 1

Highlights 

  • Elaborate on concepts of basics of product management
  • Explain category attractiveness analysis 
  • Discuss the concept of creation of product features matrix

Benefits

  • The session effectively highlights Product as a significant element of the marketing mix.
  • The session also contributes in classifying the different types of products.
  • It also reflects on the different types of marketing organisations. 
  • The session also renders an effective understanding of Category Attractiveness Analysis and elucidates on the Aggregate Market Factors. 
  • The session also provides an understanding of the strategic models like PESTLE and Porter’s Five Forces needed for carrying out Environmental Analysis. 

Session 2

Highlights

  • Explain how the assessment of Competitors’ current objectives and Strategies could be made
  • Elaborate on Differential advantage analysis
  • Conduct a quiz on a number of business cases involving competition
  • Explore the method of acquiring Customer Knowledge
  • Explain the concept of Segmentation, Targeting and Positioning with the help of some Indian and internal examples

Benefits 

  • The session provides an understanding of the significance behind Customer Analysis. 
  • The session also reflects on the different roles that are carried out in the Purchasing Process.
  • Further, the session also reflects on the segmentation variables associated to both the Consumer and Industrial markets. 
  • Likewise, the session also reflects on the choices the customer makes regards to choosing of distribution networks for availing the product and also the impact of the marketing programs. 
  • The session also reflects on the consumer preferences regarding products and also carries out an evaluation of the repurchases based on the application of SERVQUAL Model. 

Session 1

Highlights 

  • Elaborate on concepts of basics of Product and Product classifications.
  • Understanding the differences between Products and Services
  • Discuss the aspect of product hierarchy and product level hierarchy of Theodore Levitt.
  • It also highlights on the different types of Product Mix strategies. 
Benefits 
  • The session benefits in providing an understanding of the definition and classification of different types of products.
  • The session also highlights on the difference between the nature of product and service. 
  • The session also provides needed knowledge regarding the product levels hierarchy of Theodore Levitt and also reflects on the product hierarchy. 
  • The session also benefits from rendering an effective understanding of the different product mix strategies. 

Session 2

Highlights 

  • Highlights on different Product Line Strategies 
  • Highlights on the aspect of Packaging and Labeling
  • It also focuses on carrying out Product Analysis

Benefits 

  • The session benefits on elucidating the different types of Product Line Strategies 
  • The session also benefits in terms of discussing the concept and different functions of Product Packaging. 
  • The session also benefits regards to understanding the concept and function of Labelling. 

Session 3

Highlights 

  • The session highlights on the aspect of Product Lines and Product Line Extension strategies. 
  • The session also highlights on the different types of Product Packaging while also reflect on practical cases associated to such.

Benefits 

  • The session benefits in terms of elucidating on the different types of Product Line Extension and Product Line Strategies. 
  • The session also potentially benefits regards to the discussion of the objectives of carrying out product packaging and also the different types of product packages. 
  • The session also benefits regards to the presentation of practical cases concerning product packaging. 
Session 1
 
Highlights
  • The session highlights on the concept of Product Planning and also understands the factors that contribute in the Emergence of ProductThe session also reflects on the concept of Lean Start-Up while also discusses on the concept of Minimum Viable Product or MVP. 
  • The session also highlights on the aspect of Split Testing.
  • The session highlights on the aspect of Build-Measure-Learn-Loop
  • The session also highlights on the concepts of Lean and Business Model Canvas
  • It also highlights on the different stages of generation of a New Product. 

Benefits 

  • The session benefits in terms of reflecting on the practical cases associated to the different concepts
  • Along with the practical examples in the form of Caselets the session also benefits in elucidating the concepts based on the application of effective illustrations.
  • The session also benefits in terms of dividing the highlighted concepts into different sub-sections and thereby in elucidating on such. 
Session 2
 
Highlights
  • Deliberate on measuring perceived value and price
  • Explain the psychological aspects of price
  • Discuss competition and pricing and Pricing tactics

Benefits 

  • The session benefits regarding understanding of the measurements associated to both perceived value and price.
  • The session also contributes in reflecting between the different types of behavioural pricing techniques.
  • Likewise, the session also help in understanding the relationship between the parameters of price and also perceived quality. 
  • The session also benefits in reflecting on the objectives and also the procedures concerning price setting. 
  • The session also benefits in terms of reflecting on different pricing strategies that can be undertaken along the Product Life Cycle. 
  • The session also indicates on the different types of Pricing Tactics that are undertaken by the product marketers. 
Session 3 
 
Highlights
  • The session focuses on exploring the fashion in which distribution strategy could be aligned to product strategy. 
  • The session highlights the different types of channel members and also the different functions of the marketing channels.
  • The session also highlights on the functions of distribution channels and also evaluates the different types of alternative distribution channels. 
  • The session also highlights the different types of channel powers and distribution strategies that marketers need to undertake along different parts of the Product Life Cycle. 
  • Finally, the session also highlights the manner the recruitment, selection, training and evaluation of the channel members are required to be carried out. 

Benefits 

  • The session benefits the audience in terms of effectively integrating the tenets of distribution management with that of products.
  • The session also benefits in generating an effective elucidation of the distribution management concepts and thereby in showing the manner of application of the same regards to product management activities. 
Session 4
 
Highlights
  • The session highlights the manner in which the promotion strategy should be aligned with product strategy. 
  • The session highlights and discusses the different elements of the promotion mix and thereby integrates the same with the marketing of the product. 

Benefits 

  • The session benefits in terms of providing effective examples and illustrations to better elucidate the aspects of integrating the promotional management aspects with product management. 
  • The session also essentially highlights the core advantages and disadvantages of the different types of promotional tools and aspects incorporated and used with product management initiatives. 
Session 1
 
Highlights 
  • The session highlights the case for Open and Closed Innovation. 
  • The session also highlights the profile and also the need for carrying out Open Innovation. 

Benefits 

  • The session benefits in terms of generating effective Caselets regards to both Open and Closed Innovation.
  • Along with Caselets the session also contributes in rendering quality illustrations to effectively illustrate and discuss the cases. 
Session 2
 
Highlights 
  • The session effectively highlights the case of Nike Inc. regards to the study of Product Management.
  • The session highlights the use of strategic tools for carrying out a holistic analysis of Nike and also reflects the carrying out of competitor and customer analysis.

Benefits 

  • The session reflects needed benefits in terms of narrowing down the discussion of Product Management to a single case. 
  • Considerable numbers of illustrations are used for illustrating the discussion associated with the competitor and customer analysis, environmental analysis and also regards to the different types of product strategies.
  • The session potentially contributes in generating a practical understanding of product management concepts regards to the case of Nike Inc. 
Session 1
 
Highlights 
  • The session highlights the concept and significance of the Brand. 
  • It also highlights about the different meanings and benefits concerning the Brand. 
  • The session also highlights about the concept, significance and constituents of Brand Equity. 
  • Highlights are also rendered regards to Branding Components and Decision Hierarchy regards to taking of branding decisions.
  • Decisions regarding Branding Strategies and also regards to Brand Repositioning are also highlighted in the session. 

Benefits 

  • The session benefits from the incorporation of considerable numbers of Caselets that help in generating needed clarity to the discussions carried out. 
  • Along with Caselets that help in showing the practical applications of the concepts, the session also contributes in generating large numbers of illustrations that enhance the level of clarity and understanding.
Session 2
 
Highlights
  • The session highlights the analysis of brand meanings, branding components, positioning and branding strategies regards to the Puma brand. 
  • The session also highlights on the aspect of POP ns POD regards to different sports brands like Nike, Adidas and Puma. 

Benefits 

  • The session benefits regards to the presentation of potential illustrations that render needed clarity to the discussions carried out. 
  • The application of the case of Puma ideally contributes in gaining a refined understanding of the practical applications regards to brand meanings and components and also other positioning and branding strategies and tactics. 
Session 1
 
Highlights
  • The session explores the concepts and significance of identifying and establishing Brand Positioning.
  • The session also highlights on the concept of Value Propositions while also underlines the steps that contribute in developing steps needed for the development of Value Propositions. 
  • The session also highlights on the strategies associated to Brand Positioning while also indicate on the aspect of Brand Repositioning.

Benefits 

  • The session benefits regards to the incorporation of the case of Volvo for generating needed understanding associated to the discussion on absolute and relative position of brands. 
  • Considerable numbers of illustrations are incorporated along the session for helping in ease of understanding of the discussion carried out. 
Session 2
 
Highlights 
  • The session highlights the practical application of Positioning Strategies regards to business organisations. 

Benefits 

  • The session renders needed benefits in terms of incorporating the cases of both Apple Inc. and Tata Motors for reflecting on the different types of positioning strategies that are used by the firms. 
  • Considerable numbers of illustrations are rendered in the session to help in generating needed clarity to the discussion. 
Session 3
 
Highlights
  • The session reflects on the practical application of Brand Positioning strategies regards to the practical case of Mercedes-Benz.
  • The session distinctly highlights on the Brand Positioning strategies undertaken by Mercedes-Benz regards to both the US and European markets. 

Benefits 

  • The use of the case regards to Mercedes-Benz contributes in narrowing the discussion of Brand Positioning both regards to American and European markets. 
  • The uses of different illustrations are made in the session to bring about needed clarity and understanding regards to the brand positional strategies and tactics of Mercedes-Benz.
Session 1
 
Highlights
  • The session highlights on the concept of Brand Extensions. 
  • It also indicates on the significance and problems associated to the aspect of Brand Extensions. 
  • The session also highlights on the potential advantages and disadvantages concerning the aspect of Brand Extensions. 
  • The session also highlights on the fashion the brand extensions are evaluated by the customers. 

Benefits 

  • The session benefits regards to carrying out an in-depth study regards to the carrying out of Brand Extensions by business institutions. 
  • Illustrations and examples are incorporated in a considerable fashion for highlighting the cases of Brand Extensions as practiced by different firms on a global basis. 
Session 1
 
Highlights 
  • Explore the concepts of designing brand tracking studies
  • Establish a brand equity management system 
  • Elaborate the concept of brand value chain with some examples

Benefits 

  • Caselets of both Apple Inc. and Facebook are incorporated for narrowing down the scope of the discussions and also in generating needed clarity. 
  • Illustrations are rendered both regards to the Caselets and the models discussed for enhancing the richness of the study. 
Session 1
 
Highlights
  • Discuss Kapferer’s Prism of Brand Identity with some examples
  • Elaborate on the concepts of Brand Personality
  • Discuss the concept of Brand Awareness Pyramid

Benefits 

  • Different examples associated to practical companies are used from time to time to render understanding of the practicality of the concepts.
  • Illustrations both associated to the empirical studies and other secondary discussions regarding the topic are also involved for helping in generating developed understanding. 
Session 2
 
Highlights 
  • The session highlights on the elements of Brand Personality as put forward by Chris McRrae. 
  • The session also highlights on the practical applications of the brand personalities of McRae based on the identification of different Caselets. 

Benefits 

  • The incorporation of large number of Caselets along the session enhance the practicality of the discussion carried out thereof. 
  • Different illustrations are rendered along the session to render needed clarity of the industry based practices and also to attract the audiences’ mindset. 

Course Fees: ₹ 14000.00

Course Fee: $ 200.00

Enrol Now