Course description
Who Should attend & Course Pedagogy
- Working executives from both B2B and B2C domain will find the course useful.
- Especially people from hotel and hospitality, people from IT and consulting firm.
- Entrepreneur running family business or start-up, professional from banking and insurance sector.
- People working in retail sector, real estate etc.
ELIGIBILITY
- For Indian Participants - Graduates from a recognized University (UGC/AICTE/DEC/AIU/State Government) in any discipline
- For International Participants - Graduation or equivalent degree from any recognized University or Institution in their respective country.
- Proficiency in English, spoken & written is mandatory.
- Working Professionals with a minimum of 1-3 years of experience.
COURSE PEDAGOGY
The form of delivery will be in the Campus as well as Online and would include 2 days of workshop. Towards the end of the conducted by IIM Kashipur. All the sessions would be conducted and delivered by the course faculty LIVE.
ASSESSMENT
There are periodic evaluations built in throughout the duration of the course. These maybe in the form of a quiz, assignment, Main business plan, case study or other objective/subjective assessment. The evaluations are designed to ensure continuous student engagement with the course and encourage practical learning. Students who successfully clear the same along with the requisite attendance criteria (minimum 75%) will be awarded a Certificate from IIM Kashipur as appropriate.
| End-Term Exam | 60% |
| Assignment | 20% |
| Quizes | 20% |
COURSE OBJECTIVES
The participants will develop in-depth insight about:
- How products and brands are developed?
- Factors that impact brand building.
- Factors that hinders and compliments the process of branding.
- Technology, digital disruption and branding.
- Brand Architecture, Brand Salience, Brand Resonance etc.
- Brand Strategy and Brand Management.
Note
Nulearn is the authorized admissions and technology partner for IIM Kashipur, please visit the following link to verify: http://www.iimkashipur.ac.in/executive-education/online-certificate-programme/
Assignments, Videos & Case Studies
Curated Course Syllabus
Module I: Product
Introduction to Product Management
- Nature and Role of Product Managers and Product Management
- Competitiveness and Marketing Product
- Theory of Product
- Product Manager as the ‘CEO’
- Managing Cross-functional teams
- Making Decisions
- Nature and Role of Product Managers, and Product Management
- Good Product Manager, Bad Product Manager
Buyer Behavior and Decision Making
- Products and Buyer Behavior
- Models of Buyer Behavior
- Influences on Decision Making
- Researching the Market
- Importance and Nature of New Product Development Process
Product Ideas and Management
- Idea Management and Screening New Ideas
- Objective of Idea Generation
- Sources of Information for New Product Ideas
- Techniques of Activating Sources of Information
- What is Screening?
- Ways of doing so and types of doing it for new ideas
- Process and Criteria
Marketing and Launching of the Product
- Commercialization of the Product
- Difference Across few Industries
- Test Marketing
- Time to Marketing
- Launching
- Challenges and Opportunity Analysis
- Breaking to Market
Product Life Cycle Management
- Theory and Application of the Product Life Cycle Management
- PLC Management
- Stages and Theories Associated
- Criticism and Managerial Implications
- Components of Product Strategy
- Technology and Markets
Product Concept
- Concept Development
- Concept Development and Testing
- New Product Concept
- Process of Concept Resting
- Research Methods and Scientific Techniques
- Business Analysis and Financial Analysis
Product Testing
- Product Testing
- The Purpose of Product Testing
- The Overriding Concerns of Product Testing
- Major Decisions in Constructing the Product Test
- Industrial Market
Managing Product Growth
- Managing the Growth
- Resistance to Change
- Leveraging New Product Growth
- Technology
- Sustainable Business Solutions
Product Line Management
- Controlling the Product Line
- Importance of Product Deletion
- Reason for the Neglect of Deletion
- Scope of Deletion Decision
- Triggers of Deletion
Product Deletion
- Product Deletion
- Identification of Deletion Candidate
- Diagnostic Routine
- Implementing Deletion Decision
Module II: Strategically Managing Brands
Introduction to Branding
- Introduction to Branding
- Brands and Brand Management
- Why do Brands Matter?
- What can be Branded?
- Science and Arts of Branding
- Challenges and Opportunities of Branding
Brand Strategy and Positioning
- Developing a Brand Strategy
- Brand Equity and Brand Positioning
- Guidelines of Positioning
- Brand Mantra
- Advantages of Brand Positioning
Value and Branding
- Overall Value Chain of Branding
- Steps to Branding
- Luxury Branding
- Putting Customers First
- Brand Communities
- Creating Customer Value
Brand Elements
- Choosing the Brand Elements
- Criteria for Choosing
- Options and Tactics of Brand Elements
- Brand Names
- Do-overs with Brandings
- Psychology and Branding
- Legal aspects and Branding
Media Environment of Branding
- Branding and New Media Environment
- The New Media Environment
- Role of Multiple Communication
- Brand Amplifiers
- Challenges and Opportunities
- Putting it all Together
Secondary Association and Brand Equity
- Secondary Association and Brand Equity
- Brand Leveraging
- Geographic Impacts
- Distribution
- Co-branding
- Licensing
- 3rd Party Sources and Branding
Managing Brand Performance
- Managing Brand Performance
- Conducing Brand Audits
- Establishing Brand Equity Measurement
- Brand Accountability
Measuring Brand Equity
- Managing Sources of Brand Equity
- Measuring the Brand Equity Advantages
- Difficulty of Measuring
- Techniques to Measure
- Measuring Outcomes of Brand Equity
Brand Architecture Strategy
- Brand Architecture Strategies
- Developing a Brand Architecture
- Brand Portfolios
- Brand Hierarchies
- Corporate Brand
- Individual Brand
- Hybrid Brand
Managing Brands Over Time
- Managing Brands Over Time
- Fortifying Brands
- Leveraging Brands
- Marketing Programs
- Adjustments to the Portfolio
- Global marketing and its Challenges
Quiz, Examinations Workshops and Presentations
Program Fees
For Indian Residents
Rs. 60,000 + GST*
Tenure
Deadline
Amount (INR)
1st instalment
Immediate Payment
Rs. 20,000 + GST*
2nd Instalment
20 March 2021
Rs. 20,000 + GST*
3rd Instalment
20 April 2021
Rs. 20,000 + GST*
For International Students
USD 1,400
Kindly Note : Campus visit will be over and above of program fee.
* EMI dates may vary on a case to case basis. For more information, please refer the welcome email sent to you after the registration.
* EMI dates may vary on a case to case basis. For more information, please refer the welcome email sent to you after the registration.
* Loan option available in 6, 9 & 12 EMIs from loan partners.
* 1% + GST* processing fees will be charged by loan partner in 6/9/12 months EMI.
* 1% + GST* processing fees will be charged by loan partner in 6/9/12 months EMI.
Program faculty members
Learn from the best
Dr. Madhurima Deb
PhD IIT Kharagpur
Dr. Deb started her career as Assistant Manager in a Consulting company during 2007. As Assistant Manager she worked on numerous projects with clie...
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About the institute
IIM KASHIPUR
- The Institute is set up with the objective of providing quality management education while sensitizing students towards the needs of the society.
- The faculty at IIM Kashipur represent the best mix of academic and industrial experiences.
- The Institute is located in one of the most densely industrialized regions in the country with over 180 industries having plants in and around the region. This places the Institute at a vantage point when it comes to ‘Learning by Doing’ via frequent industry interactions and live projects.
- The rigorous curriculum seeks to instil a passion for knowledge and ability to apply that knowledge to real life scenarios.
The Indian Institute of Management Kashipur is set up with the mission to drive academic excellence using innovative teaching methods, promoting research and practice of sustainable leadership. The institute commenced operations in July 2011 with a vision to become, over the next 10 years, one of the top business schools in India developing leaders who can perform globally. The fraternity diligently follows the core values of mutual respect, lifelong learning, the pursuit of excellence, transparency, and integrity.
The flagship programmes of the institute are Master of Business Administration (MBA) and Master of Business Administration (Analytics) which are full time, two-year residential programmes. The rigorous educational curriculum tries to ingrain an enthusiasm for learning and the capacity to apply that information to real-life scenarios. The programme lays accentuation on all-round personality.
The institute also offers a two-year weekend Executive Master in Business Administration (MBA-WX) for working executives. Doctoral Programme – PhD and Executive Fellow Programme (EFPM) are the two doctoral programmes launched in 2015 and 2014 respectively. The faculty at IIM Kashipur represents one of the best mixes of academic and industrial experiences.
The 200-acre campus spreads loudness and cheers in the serene town of Kashipur, nested in the lap of Himalayas. The vibrant youth converging from across the country has lent life to and energized the beautiful campus. The institute brags of being situated in one of the densest industrialized districts in the nation with more than 180 ventures that have set up their plants in and around the region. This places the institution at a vantage moment when it comes to ‘Learning by Doing’ through regular industry interaction and live projects.
Start Your Application
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I have read the details and eligibility criteria for admission to the program, that I am applying for.
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I understand that my application shall be considered complete only when the Application fee along with required documents are received by IIM Rohtak and all mandatory fields in the application form are completed.
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I understand that merely submitting the application form and fee, does not entitle me for the admission to the Diploma programme The admission is purely on the basis of my profile scoring, qualification and further evaluation by the Institute.
Career Assistance
Corporate Prices / Plans
No. of Nomination
Discount
2 to 5
5%
6 to 10
7.5%
11 to 20
10%
21 and above
Contact the team
EMI Options / Plans
Partner
Tenure
EMI
1 Months
Rs. 60,000 + 18% GST
3 Months
Rs. 20,000 + 18% GST
9 Months
Rs. 5852 Monthly
12 Months
Rs. 4472 Monthly
Please Note
-
Processing Charges may be applicable as per bank rules.
-
No loan facility is available for foreign students.
Register Now
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