116-0332/03 – Product Management (PM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantordoc. Ing. Šárka Velčovská, Ph.D.
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2012/2013Year of cancellation
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:

VELČOVSKÁ, Šárka. Product Management. SOET, vol. 3. Ostrava: VŠB-TU Ostrava, 2013. 196 s. ISBN 978-80-248-3070-4. CRAWFORD, C. Merle and C. Anthony Di BENEDETTO. New Products Management. 10th ed. New York: McGraw-Hill Education, 2011. 576 p. ISBN 978-0071289238.

Recommended literature:

DUPUIS, Steven and John SILVA. Package Design Workbook: The Art and Science of Successful Packaging. Minneapolis: Rockport Publishers, 2011. 240 p. ISBN 978-1592537082. KELLER, Kevin Lane. Strategic Brand Management. 4th ed. New Jersey: Prentice Hall, 2012. 600 p. ISBN 978-0132664257. KOTLER, Philip and Kevin Lane KELLER. Marketing Management. 14th ed. New Jersey: Prentice Hall, 2011. 816 p. ISBN 978-0132102926. ROSENBAUM-ELLIOTT, Richard, Larry PERCY and Simon PERVAN. Strategic Brand Management. 2nd ed. Oxford: OUP, 2011. 320 p. ISBN 978-0199565214. TROTT, Paul. Innovation Management and New Product Development. 4th ed. New Jersey: Prentice Hall, 2008. 616 p. ISBN 978-0273713159. VELČOVSKÁ, Šárka. Product Management. Studijní opory v rámci projektu „Rozvoj jazykových kompetencí pracovníků VŠB-TU Ostrava: InterDV“, klíčová aktivita KA 03 3/2014-2/2017. Ostrava: Vysoká škola báňská - Technická univerzita Ostrava, 2012. VELČOVSKÁ, Šárka. Marketing Concept of Product. Studijní opory v rámci projektu „Rozvoj jazykových kompetencí pracovníků VŠB-TU Ostrava: InterDV“, klíčová aktivita KA 03 3/2014-2/2017. Ostrava: Vysoká škola báňská - Technická univerzita Ostrava, 2012. 123 p.

Way of continuous check of knowledge in the course of semester

Presentation, case study. Seminar work.

E-learning

Další požadavky na studenta

Knowledge of marketing and marketing research.

Prerequisities

Subject codeAbbreviationTitleRequirement
116-0300 MG Marketing Recommended

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Introduction to Product Management. Product Manager Role. 2. Product and its Attributes. Approaches to Product. Product Attributes Classification. 3. Product-Mix Decisions. Product Analysis and Strategies. 4. New Product Development Process. Product Idea and Product Concept. 5. Product Prototype Development and Testing. Product Testing Methods and Techniques. 6. Market Testing. Launching the New Product into the Market. 7. Managing Products through their Product Life Cycle. 8. Product Quality. Product Quality Characteristics. Product Quality Measurement. 9. Packaging. Types of Packages. Roles, Characteristics and Attributes of Packaging. 10. Package Development and Testing. Trends in Packaging. 11. Brand. Types of Brands. Brands Attributes and Brand Roles. 12. Marketing Management of Brand. Brand Success Measurement. 13. Product Design. Roles and Attributes of Product Design. Product Design Development and Testing. 14. Image of Product. Types of Image. Brand Image Building and Analysis.

Conditions for subject completion

Full-time form (validity from: 2012/2013 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 30  15
        Examination Examination 70 (70) 35
                Písemná zkouška - otevřené otázky a praktické úkoly Written examination 70  35
Mandatory attendence parzicipation: 60 %

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2012/2013 (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