116-0532/02 – Product Management (PME)

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 languageEnglish
Year of introduction2012/2013Year of cancellation2013/2014
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.


Další požadavky na studenta

Basic knowledge of marketing and marketing research.


Subject has no prerequisities.


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

Conditions for completion are defined only for particular subject version and form of study

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner
Incoming students 2013/2014 Full-time Czech Choice-compulsory 163 - International Office stu. block
Incoming Students 2012/2013 Full-time Czech Choice-compulsory 163 - International Office stu. block