Strategic Product, Brand and Communication

Introduction

It is well established that Marketing involves identifying consumer needs, and then satisfying these needs with the right product and/or service. Product and its concomitant branding are one of the four key elements of the marketing mix; nonetheless without a product or service the other three do not have a purpose. Thus, a clear understanding of what a company offers, how it offers and where it offers is key to the principles of marketing itself. It is within this purview the present course provides participants with an in-depth understanding of product and Brand and its implication in overall marketing strategy.

Course Objectives

Understand the concept of product, different aspects of product, product management and its importance.
Understand the process of new product development and go to market decisions.
Clarity on what is a brand and the role and importance of branding to the company and to the consumers.
Understand the concepts of brand equity and measurement of brand equity, brand architecture, branding strategy and manage brand globally and communicating same.

Eligibility

For Indian Participants - Graduates (10+2+3) or Diploma Holders (only 10+2+3) 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.

Program Prerequisites

Prior exposure to marketing is useful but not necessary.

Target Segment/ Who Should Attend

Senior/Middle-level managers into marketing, product/brand, and sales functions. Senior Marketing Analysts/Consultants whose principal responsibilities lie in dealing with existing product lines as well as establishing new ones in the market. Senior Managers from other functional areas or a non-marketing background who need to take such decisions.

Type of Certificate

Certificate of Completion for participants successfully passing the evaluation criteria. Certification of participation for the rest.

Total No. of Hours

30 hours

Fee

INR 49999 + GST

Date

22^th September 2024 to 08^th December 2024

Mode

Online

Pedagogy

The program me will be highly experiential and interactive, comprising participant presentations and discussions, case studies, classroom lectures and presentations

Course Content

Introduction to Product and Product Management, Managing Product Portfolio and Market Analysis,Product Lifecycle and Marketing mix and their role in strategic marketing, Understanding Innovation, New Product Development ,Product Strategy and Integration with Marketing Mix elements, Brand, Branding and Strategic Brand Management, Brand Elements and Brand Equity, Customer and the Brand: Relationship, Awareness, Image, Loyalty and Advocacy, Managing Brands Globally & over time, IMC