Executive Program in Product & Brand Management
Empower your brand and know your product with IMI Delhi and grow your business with marketing trainees.
Learn with Experts
Enhance your learning with industry experts
Learn Anything
On product and brand management activities
Flexible Learning
Access to your learning, with your satisfactory schedule
Industrial Standard
Get a standardized framework for your brand
Program Overview
Environment
Sensitivity to the digital world's marketing environment
Learning
Recognizing the differences between the concepts of brand and product
Facts
Recognize the many facts of product management
Digital Product Era
Recognize the elements that are crucial to comprehending how product management has changed in the digital age.
Analysis
Examine elements that are crucial to the process of developing new products.
Testimonials
Course Curriculum
Introduction to Business Analytics (4 hrs)
- Course Purpose & Design
- Project Briefing
- Product and Brand in Theory and Practice
- Differentiating product and brand from the conceptual perspective
- Product concept from the context of a marketing standpoint
- Product Management and steps of product management
Reading: Six Myths of Product Development By: Stefan Thomke, Donald Reinertsen; Publication Date: May 1, 2012; Product #: R1205E-PDF-ENG
Case Study: Monsanto and the Global Water Treatment Industry By: Mary M. Crossan, Dusya Vera; Publication Date: Jan 1, 1999 Product #: 99M040-PDF-ENG
- Category attractiveness analysis
- Customer analysis
- Competitor analysis
- Changes affecting product management
- Changes in Marketing Organisations
Case Study: redBus: Art and Science of Product Management; By: Amit Nigam; Shankhadeep Banerjee; Product Number: 120081-PDF-ENG
Reading: Being Early Beats Being Better By: Henrich R. Greve, Marc-David L. Seidel Product #: F1406D-PDF-ENG
- 4C analysis (Company, Customer, Competition & Context)
- Concept of Value
- Levels of Market Competition
- Methods for Determining Competitors
- Competitor Selection
- Enterprise Competition
Case Study: Should Kellogg's Launch Gluten-Free Products in India? By: Sandeep Puri, Mayank Rawat, Arjit Rawal, Akshay Nangia Product #: W14355-PDF-ENG
Reading: Discovering New Points of Differentiation; By: Ian C. MacMillan, Rita Gunther McGrath Product #: 97408-PDF-ENG
- New Product ideation
- Product testing
- Product Modification
- Line Extension
- Getting ideas for new products
- Testing slightly for new products
Case Study: Chase Sapphire: Creating a Millennial Cult Brand By: Shelle Santana, Jill Avery, Christine Snively; Product #: 518024-PDF-ENG
Reading: How the Software Industry Redefines Product Management; By: Brad Power; Product #: H00UVA-PDF-ENG
- Types of Innovation
- Disruptive
- Frugal
- BoP Markets Innovation
- Importance of technological innovation for industry/society
- Definition of innovation
- The innovation processes
- Elements of innovation strategy – accepting the challenge, formulating and implementing strategy, and delivering value – managing research and development (R&D)
- Role of knowledge management.
Reading: Why Companies Do "Innovation Theatre" Instead of Actual Innovation; By: Steve Blank; Product #: H0577T-PDF-ENG
Case Study: HackerEarth: Open Innovation Management Platform; By: Srinivasan R; Sandeep Lakshmipathy; Padmavathi Koride; Product Number: IMB717-PDF-ENG
- Stretched PLC
- Managing growth and maturity
- The seven stages of PLC
- Managerial application and PLC Management
- Criticism of the PLC
- Operationalization of the PLC
Reading: Break Free from the Product Life Cycle (HBR OnPoint Enhanced Edition); By Youngme Moon; Product Number: 9963-PDF-ENG
Case Study: Unpacking Plastic Packaging: Carvajal Empaques and the Challenge of Reimagining the Product Life Cycle; By Pilar Acosta; Stella Maldonado; Product Number: IS0003-PDF-ENG
- The Role of Marketing Strategy in Pricing
- Measuring perceived value and pricing
- Psychological aspects of pricing
- Competition and Pricing
- Deciding how much of the value – Cost Gap to Capture
- Other factors affecting pricing decisions
Case Study: Muscle-RDX: Pricing, Packaging, and Demand Forecasting for a New Product; By: Prem Dewani; Achint Nigam; Product Number: W16794-PDF-ENG
Reading: Which Products Should You Stock? By: Marshall Fisher; Ramnath Vaidyanathan; Product Number: R1211J-PDF-ENG
- Sales Analysis
- Profitability Analysis
- Strategic framework for control
- Capital Budgeting
Case Study: Sharmaji's Canteen: Competing with Online Food Delivery Services; By: Jaydeep Mukherjee; Product Number: W29973-PDF-ENG
Reading: Strategic Management at AcademyOne: Growth towards an Exit Strategy; By: Sheri Lambert; Product Number: W26705-PDF-ENG
- Why do products fail?
- Product failure aftermaths
- Managing product failures
- Uncertainty in markets and managing products
- Cases of product failures and post-op strategies
Case Study: Boeing 737 MAX: Company Culture and Product Failure; By Michael A. Roberto; Product Number: W82C83-PDF-ENG
Reading: Predictable Surprises: The Disasters You Should Have Seen Coming; By Michael D. Watkins; Max H. Bazerman; Product Number: R0303E-PDF-ENG
- The Startup environment
- Challenges to evaluate in the startup space
- Steps to the product development process
- How are startup NPD issues different from conventional companies
- Guide to NPD Management
Case Study: Can You Predict a Startup's Success Based on the Concept Alone? By: Walter Frick; Product Number: H02C4T-PDF-ENG
Reading: Assembling the Startup Team; By: Noam Wasserman; Product Number: 812122-PDF-ENG
- Course Structure and Content
- History of Branding
- Why do Brands Matter?
- Overview of Brand Equity
- Examples of strong brands
- Perspectives on Branding
- Understanding the Brand and defining the brand
- Branding in the New Economy Context
- Evolution of brand, and branding
- Brand elements
Case Study: Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category
Reading: Brand Equity: An Overview; By: Paul W. Farris; Eric A. Gregg; Brandon Chinn; Mariela Razuri; Product Number: UV6938-PDF-ENG
- Creating Mental Maps
- Brand Building Blocks
- Brand Positioning Criteria
- Brand Element Guidelines and Examples
Case Study: BBVA: From Selling Services to Being a Brand
Reading: Brand Report Card: Kevin Lane Keller; Product Number: R00104-PDF ENG
- Perceived Quality
- Value Pricing
- Blending “push” and “pull” strategies
- Integrated Marketing Communications
- Leveraging Secondary Associations
Case Study: Lay’s Potato Chips in Hungary (A): Creating Awareness and Building brand Image at Product Launch
Reading: Building Brand Equity Through Relationship Marketing; By Naresh K. Malhotra, Can Uslay, Ahmet Bayraktar; Product #: BEP385-PDF-ENG
- Indirect and Direct Measures of Brand Equity
- Qualitative, Exploratory Research
- Quantitative, Tracking Research
- Experimental Approach
- Industry Measurement Models
- Financial Measures of Brand Equity
- Brand Equity Measurement System
Case Study: Tata Tea
Reading: Brand Equity By: Chris A. Higgins; Jodie Whelan; Product Number: 910E23-PDF-ENG
Reading: Brand Valuation: What, How, and Why? By: Nader Tavassoli; Product Number: LBS216-PDF-ENG
- Corporate Branding Strategy
- Brand Hierarchy
- Brand Portfolios
- Line Extensions
- Category Extensions
Case Study: Diesel for successful living: Branding Strategies for an Up-market Line Extension in the fashion Industry
Case Study: Parfums Cacharel de L’Oreal 1997-2007: Decoding and Revitalizing a Classic Brand
Reading: Managing Brands for the Long Run: Effective Brand Reinforcement and Revitalization Strategies; By: Kevin Lane Keller; Product Number: CMR150-PDF-ENG
- Perceived Quality
- Value Pricing
- Blending “push” and “pull” strategies
- Integrated Marketing Communications
- Leveraging Secondary Associations
Case Study: Rasurel: Reviving an Ageing Brand
Case Study: Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market
Reading: Marketing Reading: Brands and Brand Equity; By: Rohit Deshpande; Anat Keinan; Product Number: 8140-PDF-ENG
- Understanding the context of the digital world
- Digitalization and the effects
- Social Media and Branding
- Branding in the age of social media
- Digital and Brand Management
Case Study: Cobra's Chairman on Turning an Indian Beer into a Global Brand; By Karan Bilimoria; Product Number: R1806A-PDF-ENG
Reading: Branding in the age of social media; Douglas B. Holt; Product Number: R1603B-PDF-ENG;
- Understanding the context of B2B World
- Defining B2B markets
- Importance of branding
- How are the brand contours different from Business to Consumer Markets
- Contextual elements of B2B branding
Case Study: TRSB (A): Strengthening a Service Brand in Business-to-Business (B2B) Marketing By: Normand Turgeon; Alexis Lavoie; Julien Bergeron St-Onge; Product Number: HEC165-PDF-ENG
Reading: Branding in the B2B World-New Opportunities; By: Johan Gronlund; Product Number: BEP227-PDF-ENG
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Faculty & Mentors
Pinaki Dasgupta
Pinaki Dasgupta is a Professor of Marketing at IMI, New Delhi, with prior experience as an Associate Professor at IIFT. He spent 7-8 years in the advertising industry, working at Rediffusion DY&R and Mudra, handling clients like Airtel, Canon, and Taj Hotels, and played a key role in launching Airtel Cellular Phone services in Delhi. After completing his PhD from Banaras Hindu University, he joined IIFT in 2000. His research focuses on market entry strategies, global value chains, and export marketing, integrating consumer behavior, branding, and marketing communication with international business frameworks.
Admission Process
1. Complete the inquiry form
Once you submit the Query Form, a counsellor will contact you to discuss your eligibility.
02. Get Called and Put on a Shortlist
Your profile will be examined by our admissions committee. You will receive an email verifying your program admission as soon as you meet the requirements.
03. Reserve a seat and start the preparatory session
To join the program, pay for your seat in advance. Start your Product and brand management journey with your Prep course!
Program Fee
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Frequently Ask Questions
You will equip the course with the information and abilities required to create, introduce, and oversee profitable brands and products. Product strategy, branding fundamentals, marketing strategies, and other topics will all be covered.
Candidates must have completed or are pursuing their graduation degree or postgraduate degree in product management or business management. Apart from that, candidates must acquire relevant skills or knowledge which will help candidates to create marketing strategies for their products.
A product manager is the individual who determines the needs of the consumer and the overarching business goals that a feature or product will satisfy, defines success for a product, and organises a team to make that vision a reality.