Insegnamento a.a. 2014-2015

30259 - NEW PRODUCTS AND PRODUCT MANAGEMENT


CLEAM - CLEF - CLEACC - BESS-CLES - BIEMF

Department of Marketing

Course taught in English

Go to class group/s: 31
CLEAM (6 credits - II sem. - OP  |  SECS-P/08) - CLEF (6 credits - II sem. - OP  |  SECS-P/08) - CLEACC (6 credits - II sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - II sem. - OP  |  SECS-P/08) - BIEMF (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
GAIA RUBERA

Classes: 31 (II sem.)
Instructors:
Class 31: DAVID MARIO DINO JARACH


Course Objectives

New Products and Product Management deals with the marketing of new products at all stages of the product life cycle. This course covers relevant theories, methods and tools that help product managers to succeed with new products in the market.

The structure of the course follows the logic of a marketing plan consisting of the four key elements: I) background analysis, II) product strategy formulation III) new product development and IV) marketing mix decisions. The course heavily stresses action-based learning; most of the time class is prepared, presented, and discussed by students. Therefore, this class is very interactive and on top it delivers great opportunities to practice and improve professional presentation skills.

 


Course Content Summary

Topics that are covered in the course comprise:

  • Basic criteria to assess the success potential of products/service.
  • Different techniques to develop new product/service ideas.
  • Market competition, market attractiveness.
  • Individual competitor analysis.
  • Customer analysis.
  • Market share, market potential, sales forecast.
  • Product strategy and management of new products.
  • Marketing mix decisions (product, pricing, promotion, distribution).
  • The internet and future trends in Product Management.

Detailed Description of Assessment Methods

For Attending students

  • 50% of the grade is composed of project work during semester.
  • 50% of the grade is composed of a final, written exam.

For Non attending students

  • 100% of the grade is composed of a final, written exam.

Textbooks

For Attending students

  • D.R. Lehmann, R.S. Winer, Product Management, McGraw-Hill/Irwin, 2005, 4th ed. 
  • Teaching Slides / Class Notes & Discussions

For Non attending students

  • D.R. Lehmann, R.S. Winer, Product Management, McGraw-Hill/Irwin, 2005, 4th ed.
Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

Some basic Marketing knowledge is recommendable.

Last change 25/03/2014 15:30