Course description

About the Course

The Executive Development Programme in Strategic Product and Brand Management is designed to educate participants for today's dynamic market landscape, where effective product and brand management are essential for sustaining a competitive advantage.. This course provides a comprehensive overview of the key concepts, frameworks, and strategic decisions involved in managing products and brands successfully. Participants will understand what a product is, the importance of product management, and how to navigate market and competition analysis using tools. The course then explores the role of innovation, the process of new product development, and how product life cycle management aligns with marketing strategies. On the branding side, students will learn how to build, position, and manage brands strategically developing brand equity, designing brand architectures, and managing brands globally and over time.

The objectives of this course are:

• Introduce the concepts of product, product management, and their strategic importance in business success.

• Develop skills for managing product portfolios, analyzing market environments, customer journey and competition analysis.

• Understand the product lifecycle, innovation, and new product development processes.

• Equip students with strategic tools and frameworks for product strategy, pricing, advertising, distribution, and promotion decisions.

• Explore the principles of brand management, including brand positioning, brand identity, and global brand strategies.

• Build competencies in brand architecture design, customer-brand relationships, and brand equity measurement.

• Use of AI and data in Product and Brand management.