116-0332/01 – Product Management (PM)
| 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 | Czech |
| Year of introduction | 2009/2010 | Year of cancellation | 2009/2010 |
| 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
Other activities
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
Presentation, case study.
E-learning
Other requirements
Prerequisities
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1.Introduction to Product Management.
Definition of Product Management. Definition of Product. Classification of Products. Roles of Product. Marketing Approaches to Product. Product Attributes Definition. Kotler’s Approach to Product Attributes: Quality, Package, Brand, and Design of Product. Crawford’s Approach to Product Attributes: Functions, Features, and Benefits. Kano’s Model. Phantom Attributes.
2.Product-Mix Decisions. Product Analysis and Strategies.
Product Policy. Product-Mix and Product-Line Definition. Product-Mix Width, Length, Depth and Consistency. Tools of Product Policy. Product Analysis. Portfolio Analysis, FED Analysis, ABC Analysis, Ducker’s Classification of Products. Product Strategies. Porter’s Strategies. Ansoff’s Market Matrix. Strategies for New Products.
3.New Product Development.
Principles of Managing New Product Development. Strategic Reasons for New Product Development. The New-Product-Development Dilemma. Effective Organizational Arrangements. Types of New Products. The New Product Development Process. Idea Generation, Idea Screening, Concept Development, Concept Testing, Business Analysis, Product Development, Product Testing, Market Testing, Commercialisation.
4.Idea Generation. Concept Development and Testing.
Sources of New-Product Ideas. Idea-Generating Techniques. Idea Screening. Analytical Attribute Approaches. The Purpose of Product Attributes Analysis. Attribute Analysis Techniques: Gap Analysis, Trade-Off Analysis, Dimensional Analysis, Checklist, and Other Techniques. Concept Development. Concept Testing. The Scoring Model for Full Screen of New Product Concepts. Product Protocol.
5.Product Development and Testing.
The Purpose of Product Development. Developing a Prototype. Product Testing. Purposes of Product Testing. Product Testing Applications. Principles of Product Testing. Decisions in Product Testing. Product Testing Methodology. Product Testing Methods and Techniques. Criteria of Successful Product.
6.Market Testing. Launching the New Product.
The Purpose of Market Testing. The Market Testing Decision. Methods of Market Testing. Pseudo Sale Testing. Controlled Sale Testing. Full Sale Testing. Consumer-Goods and Industrial-Goods Market Testing. Launching the New Product. Timing. Geographical Strategy. Target-Market Prospects. Introductory Market Strategy. Launch Cycle. The Consumer-Adoption Process. Stages in the Consumer-Adoption Process. Adopter Categorization.
7.Managing Products through their Product Life Cycle.
The Concept of a Product Life Cycle. Stages in the Product Life Cycle. Introduction Stage. Growth Stage. Maturity Stage. Decline Stage. Product Life Cycle Curve. The Basic Shape of Product Life Cycle Curve. Specific Shapes of Product Life Cycle Curve. The Factors Affecting Product Life Cycle. Product-Category, Product-Form, and Brand Life Cycles.
8.Marketing Strategies in Different Stages of the Product Life Cycle.
Marketing Strategies in the Introduction Stage, Marketing Strategies in the Growth Stage, Marketing Strategies in the Maturity Stage, and Marketing Strategies in the Decline Stage. Summary and Critique of the Product Life-Cycle Concept.
9.Product Attributes Management: Quality.
Quality as a Product Attribute. Definition of Quality. A Two-Dimensional Model of Quality. Characteristics of Product Quality. Factors Affecting Customer’s Perception of Quality. Customer Satisfaction and Loyalty. Definition of Customer Satisfaction and Loyalty. Customer Satisfaction Model. Customer Satisfaction Measurement. Customer Loyalty Measurement. Customer Satisfaction and Loyalty Matrix.
10.Product Attributes Management: Package.
Package as a Product Attribute. Definition of Packaging. Types and Levels of Packaging. Characteristics and Attributes of Packaging. Roles of Packaging. Packaging as a Marketing Tool. Package Development and Testing. Principles of Good Package Design. Package Testing.
11.Product Attributes Management: Brand I.
Brand as a Product Attribute. Definition of Brand. Brand Symbolism. The Concept of Total Brand. Brand Levels. Brand Attributes. Roles of Branding. Brand Benefits. Types of Brands. Individual Brand, Family Brand, Umbrella Brand, Corporate Brand, Generic Brand. Manufacturer Brand, Retailer Brand. Brand Architecture. Legal Aspect of Brand. Brand Life Cycle.
12.Product Attributes Management: Brand II - Brand Management.
Marketing Management of Brand. Brand Development Process. Brand Requirements. Brand Creating. Brand Testing. Management of Brand Position. Brand Positioning. Positioning Concept. Managing Brand. Brand Equity. Measurement of Brand Success. Brand Recognition and Brand Preference. Brand Acceptance and Brand Familiarity. Brand Value Measurement.
13.Product Attributes Management: Design.
Industrial Design. Product Design. Design as a Product Attribute. Roles of Product Design. Product Design Attributes. Product Design Creating Process. Approaches to Design Policy. Creating New Well-Designed Product Process. Design Assessment. Characteristics of Good Design. Design and Marketing. Design and Product Strategy. Benefits of Good Product Design.
14.Image of Product.
Definition of Image. Image as a Level of Product. Types of Image. Category Image, Brand Image, Corporate Image. Image Building. Principles of Image Building. Stages of Image Building. Brand Identity, Brand Image and Brand Position Relation. Image Analysis. The Purpose of Brand Image Analysis. Image Analysis Methods and Techniques. Benefits of Good Image.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction