116-0323/01 – Marketing Concept of Product and Communication (MPVK)

The subject aim is to develop knowledge of students concerning the product and marketing communication problems on the consumer market. After finish the subject, students could be able: 1) to recognize problems arising from product and its marketing communication management on the consumer market; 2) to suggest solution for product and its marketing communication management on the consumer market; 3) to explain new product development process on the consumer market; 4) to suggest suitable product testing methodology on the consumer market; 5) to compare and to discuss product testing methods and techniques on the consumer market, to judge its suitability in concrete conditions, to recommend the most suitable methods and techniques; 6) to make a decision on individual product attributes and its optimal combination; 7) to judge several elements and tools of marketing communication mix and to suggest optimal marketing communication mix for product on the consumer market; 8) to assess product position on the market and to suggest strategy for further managing of product position on the consumer market.

The subject is focused on the product and marketing communication problems on the consumer market. The content of this subject reflects actual market situation which requires the new marketing strategies using in product management and communication management. The actual knowledge and trends concerning the concrete product attributes (quality, package, brand, and design) and to the marketing communication mix elements (advertising, sales promotion, public relations, personal selling, and direct marketing) are implemented.

1. Lehmann, D., Winer, R. Product Management. 4th edition. Mc Graw- Hill/Irwin, 2005. 512 pages. ISBN 0-07-286598-9. 2. Thomas, R. J. New Product Development: managing and forecasting for strategic success. New York: Wiley, 1993. 352 pages. ISBN 0-471-57226-8.