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COURSE Outline in Product Management

The course discusses product management and is worth 3 credit units. It covers topics such as defining a brand, discussing branding challenges, factors that contribute to brand equity, and strategic imperatives for effective brand equity management. The course is divided into units that cover the product management process and cycle, product planning, pricing, branding decisions, positioning, and creating brand equity. Evaluation measures include quizzes, exams, class participation, and a product presentation.

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Leslie Ann Elazegui Untalan
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66 views

COURSE Outline in Product Management

The course discusses product management and is worth 3 credit units. It covers topics such as defining a brand, discussing branding challenges, factors that contribute to brand equity, and strategic imperatives for effective brand equity management. The course is divided into units that cover the product management process and cycle, product planning, pricing, branding decisions, positioning, and creating brand equity. Evaluation measures include quizzes, exams, class participation, and a product presentation.

Uploaded by

Leslie Ann Elazegui Untalan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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COURSE TITLE: Product Management COURSE CODE: MKTG.

106 COURSE CREDIT: 3 units

I. COURSE DESCRIPTION
The course discusses product management typically deals with all of the end-to-end aspects of a product or product line including product profitability,
the role may be split with closely related functions: product marketing, program management, and project management
II. GENERAL OBJECTIVES: At the end of the course, the student is expected to:
1. To define brand.
2. To discuss the new branding challenges and opportunities
3. To describe some of the past and present challenges faced by brands and to set forth principles, models and frameworks that will help guide
managers through these challenges as they plan and execute brand strategies.
4. To discuss the factors that contribute to brand equity: the initial choices for the brand elements or identities making up the brand; the way the
brand is integrated into the supporting marketing program; and the associations indirectly transferred to the brand by linking the brand to some
other entity.
5. To discuss several strategic imperatives for effective brand equity management.

III. COURSE OUTLINE


TIME SPECIFIC OBJECTIVES TOPICS TEACHING METHODOLOGY / EVALUATE MEASURES/
ALLOTMENT STRATEGY REQUIREMENTS
PRELIMS Week 1 & 2  To understand how Product Unit 1. Introduction to  Quizzes
4.5 hours Management evolved. Product Management  Major Exams
 What a Product Manager has  Active
to do. Participation in
 To understand the linkages of Lectures/Discussion Class Discussion
Product Management with  Formulation of
other functions in the the Product
organization. Innovation
Week 2 – 4  The Product Management Unit 2. Product
6 hours Cycle and its significance in Management Process
Product Development
 Management of the Product
Development Process.
 Some key issues to be
considered while discontinuing
an existing product and
launching a new one.
 To understand the importance Unit 3. The Product Planning
of Product Development System
 To understand how Planning is
done for Product Development
 To understand the Process
which is used to develop a
product
 To understand who is
Responsible for the Produce
Development
Week 5  To understand what is a Unit 4. Product Line Decision  Lecture/Discussion  Quizzes
“Product Line” and its  Major Exams
relevance in Product  Active
Management Participation in
 To understand what how Class Discussion
product line can be managed.
 To understand difference
between product mix and
product line
 Concepts in product line
management
Week 6 and  To understand Product Life Unit 5. Product Life Cycle
MIDTER 7 Cycle (PLC)
M  The various types of PLC
 To understand what how
different stages of PLC affect
strategy.
 To understand the difference
between Industry PLC and
individual product PLC
Week 8-9  To Understand Pricing Unit 6. Product Pricing
 The objectives of Pricing
 Steps to undertake Product
Pricing
 To understand types of Pricing
and the benefits of these
Week 9-10  To undertand branding. Unit 7. Branding Decisions  Lecture/Discussion  Quizzes
 The objectives of branding.  Major Exams
 What type of decisions are  Active
FINALS made. Participation in
 How the company benefits Class Discussion
from branding
Week 11-12  To understand positioning. Unit 8. Positioning Decisions  Product
 To understand the process of Presentation
positioning
 To understand repositioning
and why we need to do it.
Week 13-14  To understand what is Brand Unit 9. Brand Equity
Equity.
 How brand equity helps us
with product management.
 To understand the value of
how to create brand equity.

IV. TEXTBOOK
Lehman, Donald R. and Winer, Russel S., Product Management, Mc Graw Hill Higher Education, 2009.

V. References
Kotler, Philip, Marketing Management, New Delhi, India, Prentice Hall of India.
Crawford, Merle and Benedetto, Anthony Di, New Product Management, 7th Ed. 2003

Prepared by: Recommending Approval: Approved by:

Prof. Leslie Ann Untalan-Gamundoy Prof. Noel B. Hungria, CPA Prof. Marilou R. Tayao
Pamantasan ng Cabuyao Dean, CBAA VPAA
CBAA Faculty

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