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Home / Syllabus / Bachelor of Management Studies (B.M.S.) / TY BMS / Semester 5 / Product and Brand Management

Bachelor of Management Studies (B.M.S.) Product and Brand Management Syllabus - Mumbai University

This is the TY BMS syllabus under NEP 2020, in force from the academic year 2026-27, examined under form 2225161. The University still sets the earlier Choice Based papers alongside it — forms 2M00155 and 2M00156, whose documents are below — so check which scheme your exam form names before you revise.

Product and Brand Management Syllabus.pdf
Major elective · Semester 5 · TY BMS · 4 credits · 100 marks

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Syllabus for Product and Brand Management

Major elective · Semester 5 · TY BMS · 4 credits · 100 marks

Module I: Introduction to Product Management

  • Introduction to product management, Types of new products; Technology strategy for product innovation; New product development process;
  • Packaging innovations; Positioning innovations; New product failures;
  • Cases of Innovating companies.
  • Process Innovations Introduction; Concept of Process; Features of process;
  • Types of process innovations; Process Management; Process improvement methods; Business process reengineering; Benchmarking.
  • Innovations Diffusion Introduction; Concept of diffusion and adoption;
  • Impact of innovations; Diffusion as an integral part of innovation strategy;
  • Innovations diffusion theories; Factors influencing diffusion strategy;
  • Internalization of innovations.
  • Product Strategy: Perceived Quality and Relationship Marketing
  • Pricing Strategy: Setting Prices to Build Brand Equity
  • Channel Strategy: Direct, Indirect Channels

Module II: New Product Development

  • New Product Development and Product specifications Concept of new product development, specifications: Establishment of specifications, Establishing Target specifications; Setting the final specifications.
  • Concept Generation, Selection and Testing 5 step methods of concept generation, Methods for selecting a concept; Benefits of choosing a structured method; Concept screening; Concept scoring, 7- Test method of concept testing.
  • Product testing Introduction, Purpose of product testing; Overriding concerns of product testing; Major decision in constructing a product test.

Module III: Brand management

  • Introduction to Brand Management: • Meaning of Brand, Branding, Brand Management, Importance of Branding to Consumers, Firms, Brands v/s Products, Scope of Branding, Branding Challenges and Opportunities, Strategic Brand Management Process, Customer Based Brand Equity model (CBBE), Sources of Brand Equity, Steps of Brand Building including Brand Building Blocks, Brand Positioning: Meaning, Importance, Basis
  • Leveraging Secondary Brand Associations to Build Brand Equity: Companies, Countries, Channel of Distribution, Co-branding, Characters, Events.

Module IV: Measuring and Interpreting Brand Performance

  • The Brand Value Chain
  • Measuring Sources of Brand Equity: Qualitative Research Techniques:
  • Projective Techniques: Completion, Comparison, Brand Personality and Values: The Big Five, Free Association, Quantitative Research Techniques:
  • Brand Awareness: Recognition, Recall, Brand Image, Brand Responses
  • Young and Rubicam’s Brand Asset Valuator
  • Measuring Outcomes of Brand Equity • Comparative Methods: Brand based Comparative Approaches, Marketing Based Comparative Approaches, Conjoint Analysis, Holistic Methods: Residual Approaches, Valuation Approaches: Historical Perspectives and Interbrand’s Brand Valuation Methodology
  • Brand Extensions: Meaning, Advantages, Disadvantages, Brand Extension and Brand Equity c) Managing Brands over Time: Reinforcing Brands, Revatilising Brands d) Building Global Customer Based Brand Equity

Reference Books

  • Keller Kevin Lane, Strategic Brand Management: Building, Measuring and Managing Brand Equity 2.
  • Keller Kevin Lane, Strategic Brand Management-2008
  • Elliot, Richard, Strategic Brand Management-2008
  • Kapferer, Jean-Noel, Strategic Brand Management-2000
  • Kishen, Ram, Strategic Brand Management- 2013
  • Keller Kevin Lane, Strategic Brand Management 4e-2015
  • Karl Ulrich, Product design and Development, McGraw hill, 4 Edition. Product Management – Donald R. Lehmann & Russell S. Winer, McGraw-Hill Strategic Brand Management – Kevin Keller, Pearson Brand Management – Kotler & Keller, Pearson

Reproduced from the University of Mumbai syllabus for Bachelor of Management Studies (B.M.S.) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

PDF BMS Sem I & II 2024-25 NEP (Item 7.13 R) NEP 2020 syllabus, in force from 2024-25 Read full PDF Read
PDF BMS Sem III & IV 2025-26 NEP (Item 7.8 R) NEP 2020 syllabus, in force from 2025-26 Read full PDF Read
PDF BMS Sem V & VI 2026-27 NEP (Item 8.18 N) NEP 2020 syllabus, in force from 2026-27 Read full PDF Read
PDF BMS Minor Sem V & VI 2026-27 NEP (Item 8.4 N 13) NEP 2020 syllabus, in force from 2026-27 Read full PDF Read
PDF BMS V & VI 2018 2019 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF BMS III & IV 2017 18 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF BMS V & VI 2016 17 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
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