6216 - PRODUCT MANAGEMENT

Product Management deals with the marketing of (new) products at all stages of the product life cycle. This course covers relevant theories, methods and tools that help product managers to succeed with (new) products in the market. The structure of the course follows the logic of a marketing plan consisting of the three key elements I) background analysis, II) product strategy formulation and III) marketing mix decisions. The course heavily stresses action-based learning most of the time cases will be prepared, presented, and discussed by students. Therefore, this class is very interactive and on top it delivers great opportunities to practice and improve professional presentation skillls.

Topics that are covered in the course comprise:

• Introduction to Product Management
• The marketing plan
• Market competition, market attractiveness
• Individual competitor analysis
• Customer analysis
• Market share, market potential, sales forecast
• Product strategy and management of new products
• Marketing mix decisions (pricing, advertising, promotion, distribution)
• Financial analysis and profit planning
• The internet and future trends in Product Management

Attending students
The course grade is based on class participation (group work and presentations; 50%) and a written exam (50%).

Non-attending students
The final grade is entirely based on a written exam.

Attending students

• Textbook: Lehmann and Winer, Product Management, 4th edition (2005), McGraw-Hill/Irwin
• Teaching Slides / Class Notes & Discussions

Non - Attending students

• Textbook: Lehmann and Winer, Product Management, 4th edition (2005), McGraw-Hill/Irwin
  

Some basic Marketing knowledge is recommendable.