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Course 2011-2012 a.y.

30224 - PRODUCT MANAGEMENT


CLEAM - CLEF - CLEACC - BESS-CLES - BIEMF
Department of Marketing

Course taught in English


Go to class group/s: 31

CLEAM (6 credits - I sem. - OP  |  SECS-P/08) - CLEF (6 credits - I sem. - OP  |  SECS-P/08) - CLEACC (6 credits - I sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - I sem. - OP  |  SECS-P/08) - BIEMF (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
MARTIN SCHREIER

Classes: 31 (I sem.)
Instructors:
Class 31: MARTIN SCHREIER


Course Objectives

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 three key elements: I) background analysis, II) product strategy formulation and III) marketing mix decisions. The course heavily stresses action-based learning; most of the time cases 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 skillls.


Course Content Summary

Topics that are covered in the course comprise:

  • Introduction to Product Management
  • The marketing plan
  • 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 (pricing, advertising, promotion, distribution)
  • Financial analysis and profit planning
  • The internet and future trends in Product Management

Detailed Description of Assessment Methods

Attending students

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

Non attending students

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

Textbooks

Attending students

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

 Non attending students

  • Lehmann, Winer, Product Management, McGraw-Hill/Irwin, 2005, 4th ed.

Prerequisites

Some basic Marketing knowledge is recommendable.

Last change 04/05/2011 16:04