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.
Key Highlights
CERTIFICATION FROM IIM JAMMU
REAL LIFE CASE STUDIES
INDIA’S TOP FACULTY PANEL
CAMPUS IMMERSION
WEEKEND CLASS SCHEDULE
DEEP INSIGHTS INTO STRATEGIC PRODUCT AND BRAND MANAGEMENT
Course description
Who Should attend & Course Pedagogy
Senior/Middle-level managers in marketing, product/brand, service 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..
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.
Course Pedagogy
The program will be highly experiential and interactive, comprising participant presentations and discussions, case studies, classroom lectures and presentations. All the sessions will be conducted through the digital platform and delivered LIVE by the eminent faculty of IIM Jammu.
Assignments, Videos & Case Studies
Curated Course Syllabus
Module 1: Introduction to Product and Product Management
- Product & importance, aspects of Product Management
Module 2: Managing Product Portfolio and Market Analysis
- Market environment analysis
- Competition & Customer analysis
- DPM Framework
- Porter’s Five force
- Innovation- Ambition
- Ansoff Matrix
- BCG/GSM
- GE Matrix
- ADL matrix
Module 3: Product Lifecycle and Marketing mix and their role in Strategic Marketing
- PLC
- Marketing mix elements in PLC
- Strategy over the life cycle
Module 4: Understanding Innovation, New Product Development
- Understanding of the new product development process
- Role of innovation in NPD
- Adoption of innovation
- VRIO Framework
- TAM
- Innovation Diffusion Theory
- SCRUM
- AGILE
- 5 Whys
- Stepps framework
- Guestimates
Module 5: Strategic Aspects of Product and go to Market Decision
- Elements & benefits of product strategy
- Strategic alternatives
Module 6: Product Strategy and Integration with Marketing Mix Elements
- Pricing strategy
- Advertising decision
- Promotion
- Distribution
Module 7: Decisions
- Integration of AI in Product Design & UI/UX
Module 8: Brand, Branding and Strategic Brand Management
- What is brand & its importance
- Process of branding & brand building
- Strategic brand management process
Module 9: Brand Positioning
- Identifying and establishing brand positioning
- Guidelines
- Re-positioning
Module 10: Brand Elements and Brand Equity
- Criteria for choosing brand elements
- Options &tactics of brand elements
- Designing a marketing program for brand equity
Module 11: Customer and the Brand
- Relationship, Awareness, Image, Loyalty and Advocacy
Module 12: Managing Brands Globally & Over Time
- Reinforcing, revitalising brands
- Global marketing programme
- Global brand strategy
Module 13: Brand Architecture Strategies
- Designing Brand architecture strategy
- Corporate branding
- Guidelines for Brand Architecture
Module 14: Brand Equity Measurement and Brand Valuation
- Developing a brand equity measurement and management system
Module 15: AI Based Business Models & Market Disruption
Module 16: Use of AI in Branding
Program Fees
For Indian Residents
Rs. 85,000 Rs.
75,000 + GST* (Limited Time
Offer)
Tenure
Deadline
Amount (INR)
1st instalment
Immediate Payment
Rs. 25000 + GST*
2nd Instalment
20 June 2025
Rs. 25000 + GST*
3rd Instalment
20 September 2025
Rs. 25000 + GST*
For International Students
USD 1600
Kindly Note : Campus visit will be over and above of program fee.
* Loan option available in 6, 9 & 12 EMIs from loan partners.
* 1% + GST* processing fees will be charged by loan partner in 6/9/12 months EMI.
* 1% + GST* processing fees will be charged by loan partner in 6/9/12 months EMI.
Course Certificate
Earn Certification After The Successful Completion Of The Course
Click to enlarge
Tools to be Used
Program faculty members
Learn from the best
Dr. Rashmi Ranjan Parida
Ph.D. - IIT Kharagpur
Dr. Rashmi Ranjan Parida has diversified work experience close to a decade and a half in Corporate, teaching, research, consultancy & administr...
Dr. Archana Sharma
Ph.D. IIT Delhi
Dr. Archana Shama is an assistant professor in the area of marketing at the Indian Institute of Management Jammu. She has her Ph.D. from the Depart...
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About the institute
IIM Jammu
The Indian Institute of Management (IIM) brand has now become synonymous with innovation, talent, zeal for success and contribution in management. Building on this legacy, IIM Jammu was established in the beautiful state of Jammu and Kashmir, by the Government of India in 2016. From the very beginning, IIM Jammu has set high standards for outstanding value-based quality education, high-quality research, executive education, consultancy and strong corporate as well as international linkages. The Institute also encourages, and subtly emphasizes contemporary research - concentrating on regional, national and global issues alike. IIM Jammu now operates from the proposed 200-acre state-of-the art campus at Jagti, 14 Km from Jammu City, about 16 km from Jammu Railway Station and 18 km from Jammu Airport. The new Academic session 2023-24 has started from the new campus, a blissful mix of modern architecture, culture, and heritage of Jammu and Kashmir.
Start Your Application
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I have read the details and eligibility criteria for admission to the program, that I am applying for.
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I understand that my application shall be considered complete only when the Application fee along with required documents are received by IIM Rohtak and all mandatory fields in the application form are completed.
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I understand that merely submitting the application form and fee, does not entitle me for the admission to the Diploma programme The admission is purely on the basis of my profile scoring, qualification and further evaluation by the Institute.
Career Assistance
Corporate Prices / Plans
No. of Nomination
Discount
2 to 5
5%
6 to 10
7.5%
11 to 20
10%
21 and above
Contact the team
EMI Options / Plans
Partner
Tenure
EMI
1
Rs. 75000 + 18% GST
2
Rs. 75000 + 18% GST
9
Rs. Monthly
12
Rs. 10212 Monthly
Please Note
-
Processing Charges may be applicable as per bank rules.
-
No loan facility is available for foreign students.
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