Product and Brand Management

By Prof. Vinay Sharma   |   IIT Roorkee
Learners enrolled: 3310
About the course:
The structure of this course is based on one of the most important learning required for all the students seeking to join professional life and all the professionals seeking to excel including heads and leaders of institutions and Non-Profit and even Government Organizations. Its a combined package of two subjects to give its readers a comprehensive knowledge.

PRE-REQUISITE : Basic understanding of Fundamentals of Marketing will be beneficial

INTENDED AUDIENCE Students of Marketing, Students who wish to learn Marketing and Branding, Executives and Administrators

INDUSTRY SUPPORT All industries, institutions and even individuals who may think of promoting themselves and their products and services as brands
Course Status : Completed
Course Type : Elective
Duration : 12 weeks
Category :
  • Management Studies
Credit Points : 3
Level : Undergraduate/Postgraduate
Start Date : 25 Jul 2022
End Date : 14 Oct 2022
Enrollment Ends : 08 Aug 2022
Exam Date : 30 Oct 2022 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1:Introduction to Product Management
Week 2:Product Planning
Week 3:Product Category Analysis
Week 4:Insight, Innovation and Design Thinking
Week 5:New Product development
Week 6:Brand and Brand Management
Week 7:Brand Equity and Value chain
Week 8:Brand Valuation and Brand Loyalty
Week 9:Brand Life cycles and Organizational Designs
Week 10:Brand Architecture
Week 11:Brand Equity Measurement
Week 12:Ethics and Spirituality for Product and Brand Management

Books and references

  1. Donald, R.L., & Russell S.W. (2002). Product Management (3rd Ed.). Tata McGraw Hill
  2. Keller, K.L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring and Managing Brand Equity (5th Ed.). Prentice Hall
  3. Trott, P. (2008). Innovation Management and New Product Development (4th Ed.). Prentice Hall
  4. Kapferer, J. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th Ed.). Kogan Page
  5. Reis, A., & Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw Hill Education

Instructor bio

Prof. Vinay Sharma

IIT Roorkee
Vinay Sharma is a Professor with the Department of Management Studies and a Joint Professor with Department of Design at Indian Institute of Technology (IIT) Roorkee, a 175 Years globally known Institution. He has around 28 years of Experience, in the areas of Marketing, Integrated Marketing Communication, Product and Brand Management, Innovation and Design Thinking, Business Opportunity Development, Market Development, Brand Development; IT enabled Services, Spiritual Orientation for Market Prosperity Development, Forest Bio residue-based Energy and Teaching for past Twenty years.

His book publications include 'Masters Speak on Management Education' in India, published by Bloomsbury India, Stop Predicting - Revisit Life Lessons from Covid 19 published by Bloomsbury and released Globally and a book called
' Affordability for the Poor and Profitability for the Provider' wherein he has designed and proposed a specialized model acknowledged at various platforms.
He has guided 12 PhDs, and a Post-Doctoral Research and 8 PhDs are being pursued. He has considerable experience of working with various organizations in the fields of Media, Information Technology and Social Development along with having worked with one of the largest read newspapers.
Vinay Sharma has been teaching Marketing, Strategy and the allied subjects, at various prestigious institutions. He has contributed an Appendix on Rural Marketing in the 13th edition of Philip Kotler's Principles of Marketing.

He has published and presented around 85 papers, Chaired sessions at National and International platforms, developed and published 16 case studies based on primary research and has conducted more than 100 workshops, seminars, FDPs and MDPs also for CEOs and MDs along with senior executives. He is a member of the Editorial Board of several prestigious journals and is also the member of academic and advisory councils and Board of Management of prestigious institutions and bodies. He has also been a working group member of Ganga River Basin Environment Management Plan, a Pan IIT project.

One of his joint courses on NPTEL titled “Innovation, Business Models and Entrepreneurship” has run for several years with around 30,000 registrations in totality and 2 other courses one Integrated Marketing Communication and the other Product and Brand Management have also been received well with a substantial number of students.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 30 October 2022 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 8 assignments out of the total 12 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Roorkee. It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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