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IGNOU MMPM-03 Code Details
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University
IGNOU (Indira Gandhi National Open University)
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Title
Product and Brand Management
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Language(s)
English
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Code
MMPM-03
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Subject
Marketing Management
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Degree(s)
MBA (New), PGDIFM, MBAMM
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Course
Specialization Course
IGNOU MMPM-03 English Topics Covered
Block 1 - Introduction to Product Management
- Unit 1 - Basic Concepts of Product and Product Planning
- Unit 2 - Product Life Cycle (PLC)
- Unit 3 - Product Line Decisions
- Unit 4 - Product Portfolio
Block 2 - New Product Development and Implementation
- Unit 1 - Organising for New Product Development
- Unit 2 - Generation, Screening and Development of New Product Ideas
- Unit 3 - Concept Development Testing and Physical Development of the Product
- Unit 4 - New Product Launch
Block 3 - Brand Management
- Unit 1 - Brand Concepts and Evolution
- Unit 2 - Brand Equity
- Unit 3 - Brand Building Blocks: Identify, Image and Positioning
- Unit 4 - Brand Architecture and Brand Extension
Block 4 - Managing Brand Equity
- Unit 1 - Enhancing Brand Equity
- Unit 2 - Managing Brands over Time and Geographies
- Unit 3 - Measuring Brand Equity
IGNOU MMPM-03 (July 2023 - January 2024) Assignment Questions
1. a) What is a Product? Discuss the Product Characteristics and its classification with suitable examples.
b) Explain the concept of Product Portfolio. Discuss the BCG-growth share matrix that you are familiar with.
2. a) Comment on how a firm organizes the process of new product development process. Discuss setting the responsibility for new product development in the following situations.
i) New product development at the corporate level
ii) New product development at operating level
b) What is a new product? Briefly discuss the various techniques used for generated new product ideas.
3. a) Explain the concept and significance of branding. Illustrate. Discuss the steps involved in the brand selection process.
b) Comment on the brand building blocks you are familiar with. Discuss the key initiatives that markets ought to consider in branding decisions.
4. a) What are the factors to be kept in mind in choosing brand element and how do they help in building brand equity?
b) What are the five levels which brand can use to sustain value overtime?
IGNOU MMPM-03 (July 2022 - January 2023) Assignment Questions
1. (a) What is a product? Explain the bases of classifying product by marketers.
(b) Explain the term product life cycle. Discuss the various stages of product life cycle with an example.
2. (a) What is a new product? Discuss the sources of new product ideas and the various methods of generating new product ideas that are available for firms to consider.
(b) Explain the steps in the new product development process.
3. (a) Elaborate on the importance and benefits of branding. As a marketer what branding decisions that you would consider and why?
(b) What are brand building blocks? When and why marketers should focus on these building blocks? Explain with suitable example.
4. (a) Comment on the key principles that you would consider in building a good branding strategy for a newly launched e-bike and justify the principles so considered.
(b) Explain the need and importance of brands expanding to international market. Discuss the benefits and limitations of international presence.
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