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Course 2008-2009 a.y.

6216 - PRODUCT MANAGEMENT


CLEAM - CLES - CLEF - BIEM - CLEACC
Department of Marketing

Course taught in English


Go to class group/s: 31

CLEAM (6 credits - II sem. - AI) - CLES (6 credits - II sem. - AI) - CLEF (6 credits - II sem. - AI) - BIEM (6 credits - II sem. - AI) - CLEACC (6 credits - II sem. - AI)
Course Director:
MARTIN SCHREIER

Classes: 31 (II 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 by offering a nice blend of theory-based teaching, interactive discussions, vivid cases and learning-by-doing. 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


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

The course grade is based on class participation (discussions, cases, teamwork; 50%) and a written exam (50%).

Non-attending students

The final grade is entirely based on a written exam.


Textbooks

Attending students

  • Lehmann and Winer, Product Management, 4th edition (2005), McGraw-Hill/Irwin
  • eaching Slides / Class Notes & Discussions

Non attending students

  • Lehmann and Winer, Product Management, 4th edition (2005), McGraw-Hill/Irwin

Prerequisites

Some basic Marketing knowledge is recommendable.

Last change 09/06/2008 17:10