Course unit title

Product and Brand Management

Course unit code

MNP302

Type of course unit (compulsory, optional)

optional

Level of course units (according to

EQF: first cycle Bachelor, second cycle Master)

The first cycle of Bachelor Degree Program

Year of study when the course unit is delivered

(if applicable)

2020 - 2021

Semester/trimester when the course unit is delivered

The Sixth Semester of Bachelor Study

Number of ECTS credits allocated

4.8 Credits

Name of lecturer(s)
  1. Masmira Kurniawati, Dr., SE., M.Si
  2. Ratri Amelia Aisyah, SM., MSM

Learning outcomes of the course unit

After completing this course, the students are expected to elaborate the conceptual and managerial issues in product management, analyze and synthesize elements of the situation where the product is marketed, and practice to set the most appropriate product strategy.

Mode of delivery (face-to-face, distance learning)

Face-to-face and distance learning (using https://hebat.elearning.unair.ac.id/ )

Prerequisites and co-requisites (if applicable)

Marketing Management

Course content

1. Introduction to Product Management

2. Product Marketing Planning

3. Product Category Attractiveness Analysis

4. Product Strategy Development: The Marketing Mix

5. New Product Development and NPD Management

6. Brand Management and Intellectual Property

7. Building Brand Equity

8. Development, measurement and brand equity management system

9. Design and Implement Branding Strategies

10. Introducing and Naming New Products and Brand Expansion

11. Brand Management from Time to Time

12. Geographical Cross-Border Brand Management and Market Segments

Recommended or required

reading and other learning resources/tools

Donald R. Lehmann, and Russell S. Winer, Product Management, 4th edition, McGraw-Hill, 2004. (LW)

Crawford, C. Merk and Di Benedetto, New Product Management, 7th edition, McGraw-Hill, 2008. (CD)

Kevin Lane Keller, Strategic Brand Management, 3rd edition, Prentice-Hall, Inc., 2007. (KL)

Other references (especially for this subject presented on

Week 7: Brand and Intellectual Property, or any other topic that is hot in the community.

Planned learning activities and teaching methods

Lectures, Discussions, and Quizzes

Language of instruction

Indonesian

Assessment methods and criteria

Tasks and percentages 10%, Discussion 20%, Mid-term exam 30%, and Final exam 40%