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Product Management

Product Management
116-0332/01
čeština Product Management
116-0332/02
čeština Product Management
116-0332/03
čeština

Summary

This course is designed to provide a comprehensive and actual insight into product management on B2C market.
The main topics of the module are related to new product development process, product life cycle management, product attributes management including quality, packaging, branding, and product design, and product testing. The course places considerable emphasis on practical applications of product management assessed through student project work.

Literature

CRAWFORD, Charles Merle and C. Anthony DI BENEDETTO. New Products Management. 12th ed. New York: McGraw-Hill Education, 2020. 512 p. ISBN 9781259911828 .
KELLER, Kevin Lane and Vanitha SWAMINATHAN. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 5th ed. Harlow: Pearson, 2019. 600 p. ISBN 978-1292314969 .
VELČOVSKÁ, Šárka. Product Management. Ostrava: VŠB-TU Ostrava, 2013. 180 p. ISBN 978-80-248-3070-4.

Advised literature

BENDLE, Neil, Paul W. FARRIS, Phillip PFEIFER and David REIBSTEIN. Marketing Metrics. 4th ed. New Jersey: Pearson FT Press, 2021. 512 p. ISBN 978-0136717133.
TROTT, Paul. Innovation Management and New Product Development. 7th ed. Harlow: Pearson, 2020. 568 p. ISBN 9781292251523 .
ULRICH, Karl T., Steven EPPINGER and Maria C. YANG. Product Design and Development. 7th ed. New York: McGraw-Hill Education, 2019. 448 p. ISBN 9781260043655 .


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Language of instruction čeština, čeština, čeština
Code 116-0332
Abbreviation PM
Course title Product Management
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Šárka Velčovská, Ph.D.