Indian Institute of Management Rohtak

Executive Programme in Product and Brand Management

Indian Institute of Management Rohtak

About Programme

About IIM Product and Brand Management Course

The Product and Brand Management Course is delivered through a combination of online lectures, case studies, interactive exercises, and group discussions. The program covers a wide range of topics, including marketing management, product development, brand management, pricing strategies, channel management, advertising and promotion, digital marketing, and customer relationship management.
The Product and Brand Management certification Course is led by experienced faculty members from IIM, who bring a wealth of knowledge and expertise to the classroom. Participants will have the opportunity to interact with faculty members and peers from diverse backgrounds, and to engage in meaningful discussions and debates.
Upon successful completion of the course, participants will receive a certificate of completion from IIM, which will help them to enhance their career prospects and advance to higher-level roles in product and brand management.

Programme Content

Module 1
Overview of Product Management & Brand Management
Environmental Analysis, Competitor Analyst, Market Sizing (TAM, SAM,Target Market)
User Research Methods, Interviews, Surveys, Client Need Gathering
Environmental Analysis & Competitor Intelligence using AI tools (e.g.,SEMrush, SimilarWeb)
Module 2
User Journey Mapping, Conceptual Design, Wireframe
Building B2B Product, Building B2B and B2C Scenario
MVP and its Importance, Build-Measure-Learn Framework, Testing and Validating MVP
Module 3
Identifying Metrics: AARRR & HEART Framework, Segmentation & Cohort Analysis
Business Model Canvas-BCG, Ansoff matrix, Michael Porte.
Product marketing concept and Category Management
Module 4
Competition, Uncovering Needs, Buyer Behavior.
Qualitative & Quantitative Research Methods.
R&D & Surveys
Module 5
New Product Development Strategy, Go to market strategy, MIX Marketing
Product Testing & New Product Pricing
Acquisition, Activation, Retention, Engagement, Referral Strategies
Module 6
Disruption and Innovation, (including service innovations in e-commerce).
Managing Product Life Cycle/during crisis
Product Portfolio, Product Mix Strategy
Module 7
Segmentation & Product differentiation Strategies
Pricing Models
Brand Management & Brand Leadership
Module 8
Consumer brand knowledge & Managing brand portfolios.
To brand or not to brand Strategy
Module 9
Brand positioning and positioning map.
Brand building strategies
Module 10
Luxury Brand Management.
Managing product and brand in the digital era.
Product Launch & Brand Repositioning Simulations
Module 11
Final Project submission.
Product Analytics using AI Tools (Google Analytics, Mixpanel, Amplitude)

Programme Benefits

Comprehensive Curriculum

The Product and Brand Management Training covers various topics such as marketing, product development, branding, pricing, channels, advertising, customer relations and more.etc.

Renowned Faculty

The Product and Brand management Certification is led by experienced faculty members from IIM, who bring a wealth of knowledge and expertise to the classroom.

Flexibility

The Brand Management Course is delivered online, which provides participants with the flexibility to learn at their own pace and from anywhere in the world.

Interactive Learning

The Course offers interactive learning activities, such as case studies, group discussions, and exercises, that enable participants to apply program concepts to real-world scenarios.

Peer Learning

Participants can engage with peers from diverse backgrounds, enhancing their learning experience and networking opportunities with professionals in the field.

Career Advancement

Successfully completing The Course earns participants an IIM certificate, boosting career prospects and paving the way for higher-level roles in brand and product management.

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Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

Indian Institute of Management Rohtak

Executive Education Office

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https://www.iimrohtak.ac.in
Rohtak, India

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Executive Programme in Product and Brand Management | IIM Rohtak