Course: Product and Brand Management credits: 5
- Course code
- LBVB24PBM1C
- Name
- Product and Brand Management
- Study year
- 2025-2026
- ECTS credits
- 5
- Language
- English
- Coordinator
- M. Soltanifar
- Modes of delivery
-
- Education
- Assessments
-
- Assignment - Assignment
Learning outcomes
Successful students should be able to:
LO: TWM15-3; TWM 16-3; TWM17-3
- Understand how enterprises create value by applying business model thinking and how strategic differentiation links to innovation and positioning;
- Identify and discuss technological, financial, and organizational obstacles that have to be overcome to bring an invention to the market;
- Recognize the role marketing plays in the early stages of product innovation and a range of product development opportunities that can exist resulting from it;
- Understand the contribution market research can make to the new product development process;
- Recognize that the technology intensity of the industry considerably affects the NPD process
- Explain the major components of a brand and discuss their importance and relationship to rebranding;
- Plan, develop and organise a brand marketing programme which is a guide to make decisions for current real life strategic and tactical (international) business cases.
LO: TWM15-3; TWM 16-3; TWM17-3
Content
Product Management & Brand Management
Imagine you're walking down a street. Everywhere you look you see products and company logos. But how do you differentiate between the ordinary and the exceptional? It's the power of branding that elevates a product from a mere commodity to a much sought-after status product, that's trusted and relied upon by consumers.
In this course, you will learn how to manage new product development processes and all about what constitutes a strong brand. You will learn about the art and importance of designing an engaging brand, that goes beyond selling products but offers experiences, promises, and relationships, both in the digital as well as the offline world.
PART I: THEORETICAL FOUNDATIONS OF NEW PRODUCT DEVELOPMENT PROCESS
Part III: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION
Part IV: DEVELOPING A BRAND STRATEGY
Part V: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
PART VI: GROWING AND SUSTAINING BRAND EQUITY
This course contributes to:
Imagine you're walking down a street. Everywhere you look you see products and company logos. But how do you differentiate between the ordinary and the exceptional? It's the power of branding that elevates a product from a mere commodity to a much sought-after status product, that's trusted and relied upon by consumers.
In this course, you will learn how to manage new product development processes and all about what constitutes a strong brand. You will learn about the art and importance of designing an engaging brand, that goes beyond selling products but offers experiences, promises, and relationships, both in the digital as well as the offline world.
PART I: THEORETICAL FOUNDATIONS OF NEW PRODUCT DEVELOPMENT PROCESS
- Business models, look at historical approaches and new business models emerging out of digital technologies
- Market adoption and technology diffusion and the speed of technological disruption
- New product development and related stages, various models, theory versus practice
- Market research and its influence on new product development, considering data overload and ethical issues in data gathering
- Managing the new product development process and strategic management decisions to be taken
Part III: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION
- Chapter: Brands and Brand Management
Part IV: DEVELOPING A BRAND STRATEGY
- Customer-Based Brand Equity and Brand Positioning
- Brand Resonance and Brand Value Chain
Part V: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
- Choosing Brand Elements to Build Brand Equity.
- Branding in the Digital Era
PART VI: GROWING AND SUSTAINING BRAND EQUITY
- Managing Brands Over Time
This course contributes to:
- Entrepreneurship Line, in particular develops Entrepreneurial Mindset among students as it involved high level of creativity and innovative ways of thinking;
Included in programme(s)
School(s)
- International Business School