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Ukončeno v akademickém roce 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.

Osnova předmětu

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.

Povinná literatura

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.

Doporučená literatura

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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