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HOLY

CROSS OF DAVAO COLLEGE


Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)
Major: Marketing Management

COURSE OUTLINE

Product Management

I. Course Number: MM 2



Credit: 3 units

II. Course Title: Product Management

Pre-Requisite: MM 1 and Mgt. 1

III. Course Description:

This course deals with product management that typically deals with all of the end-to-end aspects of a
product or product line including product profitability. It also explores closely related functions Product
Marketing, Program Management, and Project Management.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Distinguish the major consideration in Product Management.
2. Discuss the parameters of Product Management and product plan.
3. Analyze the different product strategy used by product managers.
4. Recognize the importance of Product management in the world of business.
5. Demonstrate the value of relationship marketing specifically openness, honesty, and ethical
concerns.
6. Develop a product prototype.
7. Design different marketing strategies with emphasis on Product Positioning.

V. Course Outline








No. of Hours

A. Introduction to Production Management




13.5 hours

1. Overview of Product Management.
a. Potential Interactions of Product Manager
b. Product Management Facts Versus Fiction
c. Changes Affecting Product Management.
2. Marketing Organization
a. Product Focused Organization
b. Market Focused Organization
c. Functionally-focused Organization
3. Marketing Organization Implications of Global Marketing.
4. Changes affecting Product Management.
5. Marketing Planning
a. Definition & Objectives of Plans
b. Hierarchy of Planning


c. Frequently Mistakes in the Planning Process
d. Marketing Planning Sequences.

B. Defining Market Competition





1. Levels of Market Competition
a. Market Segmentation
b. Impact of Intermediaries
2. Methods of determining or assessing competitors
a. Current Objectives
b. Current Strategies
c. Predicting future Strategies

13.5 hours

No. of Hours

13.5 hours








3. Product Planning Process
a. Types of Product Development Projects
b. Product Planning Process

C. Product Development At Dell Computer Corporation

1. Products, Services & Brands: Building Customer Value
a. Product & Service Discussion
b. Branding Strategy: Building Strong Brands
Case: Sony: Betting it all on Blue-Ray
2. Development Processes & Organizations
a. Generic Development Process
b. Concept Development: The Front and End Process
c. Adapting the generic product Development process
3. Product Development and Life Cycle Strategies
a. New product development strategies
b. The new product development process
c. Case Tasty Value Sensible

D. Ethics And Social Responsibility In Marketing




13.5 hours

1. Sustainable Marketing
2. Social Criticism of Marketing
3. Consumer Actions to Promote Sustainable Marketing
4. Business Actions Towards Sustainable Marketing


Case: Alibaba-com: Shark Attack


Public Policy Issues Bigger Picture: a cycle of concern


Case: Hybrid Vehicles at General Motors

VI. References

A. Bibliography

Crawford, M. and et.al, (2006). New Products Management, New York; McGraw Hill/Irwin

Dale, B. and et.al, (2007). Managing Quality, 5th edition, USA: Blackwell Publishing,

VII.

Kotler, P. and et.al. (2007) Principles of Marketing, 13th edition, Singapore: Pearson Education, Inc.

Kotler, P. and et.al (2008). Principles of Marketing: A global perspective 11th edition, Singapore: Pearson
Education, Inc.

Ulrich and Karl T. and et.al, (2008). Product Design and Development, 4th edition New York: McGraw Hill
International Edition

Marshall, J. (2010) Marketing Management, Singapore: McGraw Hill International Edition,

Course Requirements

A. Product Plan and Presentation



VIII.
Grading System

Midterm Grade



Tentative Final Grade

Prelim Examination

25%
Semi-final Examination 25%
Midterm Examination
25%
Final Examination

25%
Class Standing

50%
Class Standing

50%
Total

100%
Total

100%



Midterm Grade + Tentative Final Grade
Final Grade
=






2

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