IIM Kashipur - Managing Product and Branding Course

“Executive Development Programme in Managing Product and Branding from Indian Institute of Management, Kashipur (IIM Kashipur).”

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Course Overview

The programme is designed for the working executives to help them connect with recent developments and advancements in the field. To enable them to make brand-oriented decision at their organization with ease.

Executive Development Programme in Managing Product, Brands and Branding at Indian Institute of Management Kashipur is a certification course for 5 months. The programme is designed for the working executives to help them connect with recent developments and advancements in the field, and to enable them to make brand-oriented decision at their organization with ease. The learning and insights from the course will provide them direction to make brand strategies, evaluate and develop their existing brand architecture and plan and develop a more recent and advanced architecture. The course will bring out the nuances of brand management and help participants across industries and level of management in organizations, to manage their brand in a more strategic way. Participants across domains such as B2B and B2C will find the course useful.

The  course  will  benefit  entrepreneurs  who  have  either  family  business  or  are managing start-ups. The course module will help them develop ideas of scaling their business up. The course module will make them experts in the area of branding.

The journey of commodity to product and then to brand is not only interesting but is also  worth  exploring. There is a growing demand to understand product, brand relationship especially considering the present digital revolution.

  • What is the role of branding  during  this  technological and digital disruption?
  • Can branding still be considered a potential strategy by organization, which will keep the customers tied to it and remember it.
  • What about brand resonance?

Actually, the answer to all the above broadly would be... Yes, branding is here to stay. But how and why, can be a very interesting and dynamic process which this course intends to explore.

Key Benefits

  • Certification from IIM Kashipur
  • Case-based sessions
  • India’s top faculty panel
  • Campus visits
  • Weekend class schedule
  • Insights into managing products and branding

Mode of Delivery

This Program is delivered through D2D Sessions. D2D referes to Direct to Device that enable students to attend sessions from anywhere on their own systems as per LIVE schedule of session.



Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognized university in any discipline.

Experience Minimum

1 year of minimum work experience is required to apply

Selection Process

Profiles will be assesed by the  faculty of IIM Kashipur, on the basis of Academics, work experience and Statement of Purpose.


"Execuitve Development Programme in Managing Product and Branding" will be awarded by IIM Kashipur to students on successful completion of the programme

Course Content

Module I: Product

Introduction to Product Management

  • Nature and Role of Product Managers and Product Management
  • Competitiveness and Marketing Product
  • Theory of Product
  • Product Manager as the ‘CEO’
  • Managing Cross-functional teams
  • Making Decisions
  • Nature and Role of Product Managers, and Product Management
  • Good Product Manager, Bad Product Manager

Buyer Behavior and Decision Making

  • Products and Buyer Behavior
  • Models of Buyer Behavior
  • Influences on Decision Making
  • Researching the Market
  • Importance and Nature of New Product Development Process

Product Ideas and Management

  • Idea Management and Screening New Ideas
  • Objective of Idea Generation
  • Sources of Information for New Product Ideas
  • Techniques of Activating Sources of Information
  • What is Screening?
  • Ways of doing so and types of doing it for new ideas
  • Process and Criteria

Marketing and Launching of the Product

  • Commercialization of the Product
  • Difference Across few Industries
  • Test Marketing
  • Time to Marketing
  • Launching
  • Challenges and Opportunity Analysis
  • Breaking to Market

Product Life Cycle Management

  • Theory and Application of the Product Life Cycle Management
  • PLC Management
  • Stages and Theories Associated
  • Criticism and Managerial Implications
  • Components of Product Strategy
  • Technology and Markets

Product Concept

  • Concept Development
  • Concept Development and Testing
  • New Product Concept
  • Process of Concept Resting
  • Research Methods and Scientific Techniques
  • Business Analysis and Financial Analysis

Product Testing

  • Product Testing
  • The Purpose of Product Testing
  • The Overriding Concerns of Product Testing
  • Major Decisions in Constructing the Product Test
  • Industrial Market

Managing Product Growth

  • Managing the Growth
  • Resistance to Change
  • Leveraging New Product Growth
  • Technology
  • Sustainable Business Solutions

Product Line Management

  • Controlling the Product Line
  • Importance of Product Deletion
  • Reason for the Neglect of Deletion
  • Scope of Deletion Decision
  • Triggers of Deletion

Product Deletion

  • Product Deletion
  • Identification of Deletion Candidate
  • Diagnostic Routine
  • Implementing Deletion Decision

Module II: Strategically Managing Brands

Introduction to Branding

  • Introduction to Branding
  • Brands and Brand Management
  • Why do Brands Matter?
  • What can be Branded?
  • Science and Arts of Branding
  • Challenges and Opportunities of Branding

Brand Strategy and Positioning

  • Developing a Brand Strategy
  • Brand Equity and Brand Positioning
  • Guidelines of Positioning
  • Brand Mantra
  • Advantages of Brand Positioning

Value and Branding

  • Overall Value Chain of Branding
  • Steps to Branding
  • Luxury Branding
  • Putting Customers First
  • Brand Communities
  • Creating Customer Value

Brand Elements

  • Choosing the Brand Elements
  • Criteria for Choosing
  • Options and Tactics of Brand Elements
  • Brand Names
  • Do-overs with Brandings
  • Psychology and Branding
  • Legal aspects and Branding

Media Environment of Branding

  • Branding and New Media Environment
  • The New Media Environment
  • Role of Multiple Communication
  • Brand Amplifiers
  • Challenges and Opportunities
  • Putting it all Together

Secondary Association and Brand Equity

  • Secondary Association and Brand Equity
  • Brand Leveraging
  • Geographic Impacts
  • Distribution
  • Co-branding
  • Licensing
  • 3rd Party Sources and Branding

Managing Brand Performance

  • Managing Brand Performance
  • Conducing Brand Audits
  • Establishing Brand Equity Measurement
  • Brand Accountability

Measuring Brand Equity

  • Managing Sources of Brand Equity
  • Measuring the Brand Equity Advantages
  • Difficulty of Measuring
  • Techniques to Measure
  • Measuring Outcomes of Brand Equity

Brand Architecture Strategy

  • Brand Architecture Strategies
  • Developing a Brand Architecture
  • Brand Portfolios
  • Brand Hierarchies
  • Corporate Brand
  • Individual Brand
  • Hybrid Brand

Managing Brands Over Time

  • Managing Brands Over Time
  • Fortifying Brands
  • Leveraging Brands
  • Marketing Programs
  • Adjustments to the Portfolio
  • Global marketing and its Challenges

Quiz, Examinations Workshops and Presentations

Campus Component

2 days campus visit at IIM Kashipur

How it Work

The form of delivery will be in the Campus as well as Online and would include 2 days of workshop. Towards the end of the conducted by IIM Kashipur. All the sessions would be conducted and delivered by the course faculty LIVE.

Program Faculty

Dr. Madhurima Deb - PhD IIT Kharagpur

Total Fees

For Indian Residents - INR 60,000/- plus GST as applicable 

For International Students - USD$ 1500/-


Total amount to be paid in 3 installments

Instalment Structure

First Installment Second Installment Third Installment
INR 20,000 INR 20,000 INR 20,000
USD 500 USD 500 USD 500

Technological Partner


Applications can be submitted Online. Application Link can be shared with candidates post profile confirmation by the concerned team.

To Apply Please Fill Below Form

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Course Duration

5 Months

Start - 4 April 2021

Sunday 3 hours


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