| CODE | MRK2008 | ||||||||
| TITLE | Product Management | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | The study-unit will be organised around the following topics: - Products; Product life cycle issues and strategies; - The levels of the Product; Product Quality; Brandingstrategies; and Positioning; Product Design; - Packaging and Labelling; - Products management; - Cultural Issues; Product modifications; Country of origin effects. Study-unit Aims This study-unit is intended to help participants discuss the decisions companies make regarding individual products, product development; product re-positioning; product management ;product life cycles issues, quality branding strategies, and packaging. Additional products issues like socially responsible product decisions and international product and services marketing which are considered the responsibilities of Product Managers are discussed. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: (1) Demonstrate an understanding of the nature of Products; (2) Decide on how an organization can position its products for maximum competitive advantage in the marketplace; (3) Describe the decisions organizations make regarding their individual products and services, product lines, and product mixes; (4) Explain the stages of the product life cycle and discuss how marketing strategies change during the product's life cycle; (5) Discuss different branding, quality, design and packaging strategies; (6) Discuss cultural factors and issues relating to the development and tailoring of products for export markets; (7) Put forward ideas on how the responsibilities of product managers should be decided. 2. Skills: By the end of the study-unit the student will be able to: (1) Device detailed procedures for analyzing product lines and product mixes for an organization; (2) Put forward plans to be followed during the different stages of the product life cycle; (3) Devise branding, brand positioning, quality, design and packages strategies; (4) Outline implications and cultural considerations relating to export markets. Main Text/s and any supplementary readings Core Textbook: - Gorchels, L. (2006) The Product Manager’s Handbook, Amazon. Com Books Additional Reading: For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include: - European Journal of Marketing - Journal of Marketing - Journal of International Marketing - Quarterly Review of Marketing |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Miriam Pocock |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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