116-0532/01 – Product Management (PME)

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
Study languageEnglish
Year of introduction2009/2010Year 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

Project work


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, C. Merle and C. Anthony Di BENEDETTO. New Products Management. 10th ed. New York: McGraw-Hill Education, 2011. 576 p. ISBN 978-0071289238. KELLER, Kevin Lane. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 4th ed. Harlow: Pearson, 2013. 590 p. ISBN 978-0-273-77941-4. VELČOVSKÁ, Šárka. Product Management. SOET, vol. 3. Ostrava: VŠB-TU Ostrava, 2013. 196 s. ISBN 978-80-248-3070-4.

Recommended literature:

MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th ed. Harlow: Pearson Education Limited, 2017. 957 p. ISBN 978-1-29210315-0. TROTT, Paul. Innovation Management and New Product Development. 5th ed. Harlow: Pearson, 2012. 620 p. ISBN 978-0-273-73656-1. ULRICH, Karl T. and R. G. EPPINGER. Product Design and Development. 5th ed. New York: McGraw-Hill, 2012. 415 p. ISBN 978-0-07-108695-0.

Way of continuous check of knowledge in the course of semester

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


Other requirements


Subject has no prerequisities.


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

Conditions for subject completion

Full-time form (validity from: 2009/2010 Winter semester, validity until: 2011/2012 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 45  23
        Examination Examination 55  28
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2009/2010 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner