MARKETNG 460 - Product Management

This section contains link to the Powerpoint slides used in the class. These are copyrighted so please acknowledge the source if you choose to use them in the future.

Part I - The Brand Management System

The first part of this course overviews how firms organize to manage their brand assets, including the brand management system and the marketing plan.

Introduction to Brand & Product Management , Pepsi

Class 1a
Class 1b

The Marketing Plan,
Pharmasim
Class 2

Samsung,
Private Label
Class 3a
Class 3b

Part II - Building a Brand

The second section of the course covers the tactical elements involved in managing and developing a brand. The emphasis is different than the core, though, as the focus is on the use of the mix to develop brands (e.g., how does one develop strong, unique, and favorable brand associations via the marketing mix).

P&G

Class 4

Bayer AG, MDV
Class 5a
Class 5b

Event Marketing, NHL
Class 6a
Class 6b

Advertising, McKinney&Silver
Class 7a
Class 7b

Pricing, IRI

Class 8a
Class 8b

Brand Elements, Place,
Cafe De Colombia
Class 9a
Class 9b
Class 9c

Part III - Managing Across Brands and Markets

The last section of the class expands the concept of brand management across products and markets. In the first lecture of this section, I will outline branding issues associated with extending brands. After moving beyond branding issues for a single product, I will turn to Global Branding in the next section. Next, we will look at a very topical issue in branding today; brand communities. Finally, in the last session, we wrap up the course and discuss the results of the PHARMASIM brand management exercise.

Managing Product Extensions
Brand Hierarchies, Black&Decker
Class 10a
Class 10b
Class 10c

Brand Communities
IBM Global Branding

Class 11a
Class 11b

Wrap Up

Class 12