116-0332/03 – Product Management (PM)
| Gurantor department | Department of Marketing and Business | Credits | 5 |
| 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 | 2012/2013 | Year of cancellation | |
| 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
Case studies solution. Presentation of selected topics. Student project work and its presentation.
E-learning
Other requirements
Knowledge of marketing and marketing research.
Prerequisities
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction