116-0532/01 – Product Management (PME)
| Gurantor department | Department of Marketing and Business | Credits | 4 |
| Subject guarantor | doc. Ing. Šárka Velčovská, Ph.D. | Subject version guarantor | doc. Ing. Šárka Velčovská, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 1 | Semester | winter |
| | Study language | English |
| Year of introduction | 2009/2010 | Year of cancellation | 2011/2012 |
| Intended for the faculties | EKF | Intended for study types | Follow-up Master |
Subject aims expressed by acquired skills and competences
After finish the subject, students could be able:
1. To define product management function, to categorize types of products and product attributes on B2C market.
2.To analyze product assortment and to suggest its optimizing.
3.To explain new product development process and to suggest suitable strategy for launching the new products into the market and for managing its product life cycle.
4.To make a decision about product attributes and to know principles of product attributes management.
5.To suggest suitable product and/or product attributes testing methodology, to classify and to apply product and/or product attributes testing methods and techniques.
Teaching methods
Lectures
Tutorials
Project work
Summary
This course is designed to provide a comprehensive and actual insight into product management on B2C market.
The main topics of the module are related to new product development process, product life cycle management, product attributes management including quality, packaging, branding, and product design, and product testing. The course places considerable emphasis on practical applications of product management assessed through student project work.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
Case studies.
Presentation of selected topics.
Student project work and its presentation.
E-learning
Other requirements
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Introduction to Product Management.
2. Product-Mix Decisions. Product Analysis and Strategies.
3. New Product Development.
4. Idea Generation. Concept Development and Testing.
5. Product Development and Testing.
6. Market Testing. Launching the New Product.
7. Managing Products through their Product Life Cycle.
8. Marketing Strategies in Different Stages of the Product Life Cycle.
9. Product Attributes Management: Quality.
10. Product Attributes Management: Package.
11. Product Attributes Management: Brand I.
12. Product Attributes Management: Brand II - Marketing Management of Brand.
13. Product Attributes Management: Design.
14. Image of Product.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.