CRAWFORD, Charles Merle and DI BENEDETTO, C. Anthony. New Products Management. 12th ed. New York: McGraw-Hill Education, 2020. ISBN 9781259911828 .
KELLER, Kevin Lane and SWAMINATHAN, Vanitha. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 5th ed. Harlow: Pearson, 2019. ISBN 978-1292314969 .
VELČOVSKÁ, Šárka. Product Management. Ostrava: VŠB-TU Ostrava, 2013. ISBN 978-80-248-3070-4.
Terminated in academic year 2011/2012
Product Management
| Type of study | Follow-up Master |
|---|---|
| Language of instruction | Czech |
| Code | 116-0332/02 |
| Abbreviation | PM |
| Course title | Product Management |
| Credits | 4 |
| Coordinating department | Department of Marketing and Business |
| Course coordinator | doc. Ing. Šárka Velčovská, Ph.D. |
Subject syllabus
1.Introduction to Product Management.
2.Product-Mix Decisions. Product Analysis and Strategies.
3.New Product Development.
4.Idea Generation. Concept Development and Testing.
5.Product Development and Testing.
6.Market Testing. Launching the New Product.
7.Managing Products through their Product Life Cycle.
8.Marketing Strategies in Different Stages of the Product Life Cycle.
9.Product Attributes Management: Quality.
10.Product Attributes Management: Package.
11.Product Attributes Management: Brand I.
12.Product Attributes Management: Brand II - Brand Management.
13.Product Attributes Management: Design.
14.Image of Product.
2.Product-Mix Decisions. Product Analysis and Strategies.
3.New Product Development.
4.Idea Generation. Concept Development and Testing.
5.Product Development and Testing.
6.Market Testing. Launching the New Product.
7.Managing Products through their Product Life Cycle.
8.Marketing Strategies in Different Stages of the Product Life Cycle.
9.Product Attributes Management: Quality.
10.Product Attributes Management: Package.
11.Product Attributes Management: Brand I.
12.Product Attributes Management: Brand II - Brand Management.
13.Product Attributes Management: Design.
14.Image of Product.
Literature
Advised literature
BENDLE, Neil; FARRIS, Paul W.; PFEIFER, Phillip and REIBSTEIN, David. Marketing Metrics. 4th ed. New Jersey: Pearson FT Press, 2021. ISBN 978-0136717133.
TROTT, Paul. Innovation Management and New Product Development. 7th ed. Harlow: Pearson, 2020. ISBN 9781292251523 .
ULRICH, Karl T.; EPPINGER, Steven and YANG, Maria C. Product Design and Development. 7th ed. New York: McGraw-Hill Education, 2019. ISBN 9781260043655 .
TROTT, Paul. Innovation Management and New Product Development. 7th ed. Harlow: Pearson, 2020. ISBN 9781292251523 .
ULRICH, Karl T.; EPPINGER, Steven and YANG, Maria C. Product Design and Development. 7th ed. New York: McGraw-Hill Education, 2019. ISBN 9781260043655 .