116-0332/02 – Product Management (PM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantordoc. Ing. Šárka Velčovská, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year1Semesterwinter
Study languageCzech
Year of introduction2010/2011Year of cancellation2011/2012
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
VEL21 doc. Ing. Šárka Velčovská, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

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:

CRAWFORD, Charles Merle and C. Anthony DI BENEDETTO. New Products Management. 12th ed. New York: McGraw-Hill Education, 2020. 512 p. ISBN 9781259911828. KELLER, Kevin Lane and Vanitha SWAMINATHAN. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 5th ed. Harlow: Pearson, 2019. 600 p. ISBN 978-1292314969. VELČOVSKÁ, Šárka. Product Management. Ostrava: VŠB-TU Ostrava, 2013. 180 p. ISBN 978-80-248-3070-4.

Recommended literature:

BENDLE, Neil, Paul W. FARRIS, Phillip PFEIFER and David REIBSTEIN. Marketing Metrics. 4th ed. New Jersey: Pearson FT Press, 2021. 512 p. ISBN 978-0136717133. TROTT, Paul. Innovation Management and New Product Development. 7th ed. Harlow: Pearson, 2020. 568 p. ISBN 9781292251523. ULRICH, Karl T., Steven EPPINGER and Maria C. YANG. Product Design and Development. 7th ed. New York: McGraw-Hill Education, 2019. 448 p. ISBN 9781260043655.

Way of continuous check of knowledge in the course of semester

Presentation, case study.

E-learning

Other requirements

Prerequisities

Subject codeAbbreviationTitleRequirement
116-0300 MG Marketing Recommended

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 - Brand Management. 13.Product Attributes Management: Design. 14.Image of Product.

Conditions for subject completion

Full-time form (validity from: 2010/2011 Winter semester, validity until: 2011/2012 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 30 (30) 15
                Semestrální projekt a jeho obhajoba Semestral project 20  10
                Prezentace ve výuce, referát Other task type 10  0
        Examination Examination 70 (70) 35 3
                Písemná zkouška - otevřené otázky a praktické úkoly Written examination 70  35
Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2011/2012 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2011/2012 Winter
2010/2011 Winter