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1. EXECUTIVE DEVELOPMENT PROGRAM
IN
PRODUCT & BRAND MANAGEMENT
2ND BATCH 2021
Program Director: Dr. Biranchi Narayan Swar
Technology Partner: upTop

2. Prof. Atamanand - Director MDI-M
It gives me immense pleasure to welcome you all to MDI Murshidabad (MDIM). With an
intention to impart quality management education, nurture talent, and groom them to
become visionary leaders and game changers, the MDI Society had established its
second campus at Murshidabad in West Bengal in 2014
After the laying of the foundation stone in October 2010, the building and infrastructure
were launched by the then President of India, Shri Pranab Mukherjee in August 2014, with
the simultaneous commencement of its flagship academic program, the Post Graduate
Program in Management (PGPM), which is recognized by the All India Council for
Technical Education (AICTE), New Delhi.
Since inception, MDI Murshidabad has been committed to achieving academic excellence
and turning out quality managers and global leaders. Spread over 10 acres, the campus
takes pride not only in terms of its state-of-the-art infrastructure and expert faculty, but
also in terms of covering several milestones in cognate domains, including organizing
MDPs, industrial visits, business symposia, corporate events, etc in which our students
and faculty members have played pivotal roles.

3. He completed his doctoral studies from IIM Kashipur in the area of marketing. He has extensive experience of around two
decades in the corporate world, most of which have been in the area of consumer and business research & consulting. He
has held leadership positions as head of consumer insights at LG Electronics India and head of market research agencies
Hansa Research Group and IMRB International (WPP Worldwide). He was a visiting faculty at IMT Ghaziabad (2004-2009)
in the area of business and marketing research. Before joining MDIM, he was a visiting faculty at FMS (Delhi University) and
the Department of Business Economics (Delhi University). He is also a certified CSR trainer from IICA, Ministry of Corporate
Affairs, Government of India.
PROGRAM FACULTY
Dr. Biranchi Narayan Swar - PhD
PhD - Professor, Marketing
Dr. Biranchi is Ph.D. (Marketing of Services). Dr. Swar has been awarded the National Scholarship from Ministry of HRD.
Government of India
He has more than 16 years of rich teaching, research and industry experience in reputed organizations. Before joining MD-
M, he was serving as an Associate Professor at Symbiosis Interational (Deemed University). His areas of expertise in
teaching are Marketing of Services, Sales and Distribution Management, Customer Relationship Management, Product and
Brand Management and Marketing Analytics etc. He has academically associated with the association like AIMS
(Association of Indian Management Scholars).
Dt. Yukti Sharma
Assistant Professor, Marketing
She recently completed her Post-Doctoral Research Fellowship in Marketing from Indian Institute of Management (IIM)
Calcutta. She did her doctoral studies in Marketing at subsistence marketplace from Department of Management Studies,
Jamia Hamdard (Institute of Eminence). Her research interest lies at the nexus of Marketing, Developmental research and
Information system. Specifically, her research interests include Subsistence Marketplace, Critical Marketing, Luxury Brand
Marketing, Digital Marketing, and Information and Communication Technology for Development
Dt. Vibhas Amawate
Assistant Professor, Marketing
Dt. Manoj Gour Chintaluri
Assistant Professor, Marketing
He has been associated with the Industry as a practitioner for 25 years. He has led Sales & Mktg functions predominantly in
the B2C category of business with likes of Alcobev, FMCG, Telecom and Building material industry to name a few across
geographies of India and Middle east. He was associated with McDowell & Co Ltd, SAB Miller, Rallis, HLL (Now HUL), Bharti
Airtel. Docomo . Akzo nobel , Ariston Thermo and National Heaters (Oman).

4. MDI
Management Development Institute - Murshidabad
Vision
Mission
About upTop
Offered
Programs
Management Development Institute -
Murshidabad
• Thought Leaders and change Masters
• Acade Ex nce and Continuous Innovation
PGP
MDI-M offers Post Graduation
Program that consist of overseas
learning Program at Campus
EMDP
Executive Education program of MDI-
M aims to develop. broadening the
horizon and strengthening the skills
of the Managers and prepare them to
face the challenges of the global
business and formulate them for the
changing heroes for changing
domain
Our Mission is to create, both at individual
and organizational levels, cutting edge
management capability through:-
• Value Based Education
• Best Global Practices
• Action Centric Research
Value Adding Consulting
upTop started in 2012 with a concept of “Adapt By Learning". Created a platform for working
professionals, who are trapped in their professional journey and experienced hold over growth
LETTER
Therefore, we started constructing industry relevant content to help professionals stay up on
the top. India's top faculty and industry experts deliver unmatched learning experience and
have lifted many career's.
upTop has come up with the Product & Brand Management Program in collaboration with
India's top B school "MDİ" to enlighten professionals seeking best career options into Product
& Brand Management.
upTop
Adapt By Learning
TM

5. Program
Insights
MDI-M invites online applications for Product &
Brand Management program.
The focus of the programme is on advance Prod-
uct & Brand Management
Techniques. Frameworks. Methodologies and
tools, an emphasis inculcating
exemplary leadership in challenging managera
situations.

6. Objectives of the Programme:
The programme objective is to stipulate practical knowledge and personalized
learning with a focus on intensive, multi-functional view on Product & Brand
Management. Program's focus is on sharpening critical managerial skill sets,
solidifying leadership capabilities, and leaming the tools and techniques for long-
term success of an organization. The programme insists upon an amalgamation
of the practical knowledge and personal awareness honing analytical skills,
facilitating new strategie
manne works, and building greater confidence.
Certification
Participants will be issued certificate of "Certify Product & Brand
Management" on accomplishment of all assessments.
Participants will be awarded with certificate of "Participation in Product
& Brand Management if do not clear assessments.
Introduction:
Introduces the participants to the culture and
pedagogy of MDI-M and helps then to understand the self while
making a transition to the Product & Brand Management life cycle
and the future
Course:
Product & Brand Management (Mini CEO) is an elective
course, provide a rigorous grounding in the fundamentals of
Product & Brand Management:
Independent Research:
Focused product and brand management
program offer opportunities to explore new areas of learning and
encourage thdividuals to build innovative and demand-based products
Following are the basic building blocks of the programme:-
Be a
Part of
India’s top
Alumni
Network
Get
MDI-M
Product & Brand
Management
Certificate
Duration
of The
Program-
5 Months
Session
Duration-
3 Hour
Every Sunday
Live
Projet to
Have Hands
on
Experience

7. Minimum Eligibility Criteria
Selection Procedure
Quizzes and Assessments During the Program and Scores
Attendence Requirments
Previous Batch Profile View
A Bachelor's Degree/Diploma or Post Graduation Degree in any discipline, 1 Years of experience at
the time of application
. An online application for an approval on the profile
. Call letter to eligible candidates for the enrollment process.
To be eligible for a Scholarship Interview.
65% in graduation
. Final Assessments 3-to earn certificate of certily Product & Brand Management.
. Regular quizzes - 4
. Projects - 1 live project
. Practical and hands on tools.
Total Assessment Score: 300
. 70% attendance is required.
Online Sessions: will be scheduled only on Sundays 9AM to 12 Noon,
Delivery: We have a state of the art Online Synchronous Learning Technology platform using one ol
the best technology (Direct to Desktop/Direct to Device), participants can attend online sessions from
anywhere on Mobile. Laptops. Tables, etc.
Evaluation: Assessments. Examinations. Evaluation, Live Projects. Case Study Discussions. Quizzes,
and Class Participation
The Previous batch has been the perfect mix of various LOB's and Industries with a great blend of
functional hierarchy. Professionals from bottom line have been great contributor in the program
however middle and top line participated at their best. Also, CXO level support during the live project
is creditable.

9. Introduction to Product Management Product & Services
Product Formulations & Analysis Enviromental Analysis
Customer Behavior / Market &
Competitor Analysis
Business Model Canvas - BSG /
ANsoFF Matrix / Michael Porter
Product Marketing Concept &
Strategic Product Manager Role’s Category Management
Marketing Plan Formulation
Competition Analytics and
Strategy Management
Qualitative & Quantitative
Research Methodologies
Product & Brand Portfolio
Strategy Management
Product & Brand Positioning
Research & Survey / Client
Requirment Gathering
New Product Development
Strategy
Product Pricing Formulation
Strategy
Product Testing Management
Buyer Behavior & Uncovering Needs
Product Mix Strategy /
Building B2B & B2C Scenario
Product & Brand Portfolio
Strategy Management
Program Syllabus

10. Sample Certificate
Product & Brand Portfolio
Management
Segmentation & Product
Differentiation Strategies
Pricing Models and Structuring
Consumer Bank Knowledge &
Managing Brand Portfolios
To Brand / Not To Brand Strategies
Brand Positioning Management
Brand Positioning MAP
Luxury Brand Management
Project Submission & Presentation
2 Days Campus Visit in the
End of the Program
Managing Product & Brand in
the Digital Era

11. upTop
Adapt By Learning
TM
Application fee: INR 500 /-
Total Programme Fee: INR 60,000 /- (in 3 part payment option)
Education Finance Available
For more info visit www.uptop.in
Application Link : https://portal.uptop.in/Application/MDI-Murshidabad
First point of contact
Email - info@uptop.in
Contact - 966 759 7054
Website - www.uptop.in
MDI contact Details
Email - chairperson-mdp@mdim.ac.in
In-Campus Module Fee is as below:
INR 1,500 /- inclusive of taxes (Double accupancy Boarding/Lodging) for a day. (optional)
Pay 5000 /- down payment and rest in 12, 18, 24 Month EMIs
EMI Plans
12 Month EMI’s INR 4927
INR 3445
INR 2500
18 Month EMI’s
24 Month EMI’s
Monthly Pay