30259 - NEW PRODUCTS AND PRODUCT MANAGEMENT
CLEAM - CLEF - CLEACC - BESS-CLES - WBB - BIEF - BIEM
Course taught in English
Go to class group/s: 31
The structure of the course follows the logic of a marketing plan consisting of the four key elements:
I) background analysis;
II) product strategy formulation;
III) new product development;
IV) marketing mix decisions.
The course heavily stresses action-based learning; most of the time class is 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 skills.
- Basic criteria to assess the success potential of products/service.
- Different techniques to develop new product/service ideas.
- 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 (product, pricing, promotion, distribution).
- The internet and future trends in Product Management.
- 50% of the grade is composed of project work during semester. 50% of the grade is composed of a final, written exam.
- 100% of the grade is composed of a final, written exam.
- Lehmann and Winer, Product Management, 4th edition (2005), McGraw-Hill/Irwin (selected chapters only)
- Teaching Slides /Case histories.
- Lehmann and Winer, Product Management, 4th edition (2005), McGraw-Hill/Irwin
Some basic Marketing knowledge is recommendable.