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 graduateRequirementCompulsory
Year1Semesterwinter
Study languageCzech
Year of introduction2012/2013Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
VEL21 doc. Ing. Šárka Velčovská, Ph.D.
WAL0073 Ing. Lucie Waliszewská
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

Case studies solution. Presentation of selected topics. Student project work and its presentation.

E-learning

Other requirements

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 pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 30  15
        Examination Examination 70 (70) 35 3
                Písemná zkouška - otevřené otázky a praktické úkoly Written examination 70  35
Mandatory attendence participation: 0 %

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Conditions for subject completion and attendance at the exercises within ISP: optional participation, compulsory seminar work with presentation, min. 15 points for credit, compulsory exam

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
2023/2024 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
2022/2023 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
2021/2022 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
2020/2021 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
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
Subject block without study plan - EKF - P - cs 2020/2021 Full-time Czech Optional EKF - Faculty of Economics stu. block

Assessment of instruction



2023/2024 Winter
2022/2023 Winter
2021/2022 Winter
2020/2021 Winter
2019/2020 Winter
2018/2019 Winter
2017/2018 Winter
2016/2017 Winter
2015/2016 Winter
2014/2015 Winter
2013/2014 Winter
2012/2013 Winter