Product and Brand Management Course unit title Product and Brand Management Course unit code MNP302 Type of course unit (compulsory, optional) optional Level of course unit (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) Masmira Kurniawati, Dr.,SE.,M.Si 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 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 Russel 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%