Skip to main content
Skip header
Close

Searching

Product Management

Type of study Follow-up Master
Language of instruction Czech
Code 116-0332/03
Abbreviation PM
Course title Product Management
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Šárka Velčovská, Ph.D.

Subject syllabus

1. Introduction to Product Management. Product Manager Role.
2. Product and its Attributes. Approaches to Product. Product Attributes Classification.
3. Product-Mix Decisions. Product Analysis and Strategies.
4. New Product Development Process. Product Idea and Product Concept.
5. Product Prototype Development and Testing. Product Testing Methods and Techniques.
6. Market Testing. Launching the New Product into the Market.
7. Managing Products through their Product Life Cycle.
8. Product Quality. Product Quality Characteristics. Product Quality Measurement.
9. Packaging. Types of Packages. Roles, Characteristics and Attributes of Packaging.
10. Package Development and Testing. Trends in Packaging.
11. Brand. Types of Brands. Brands Attributes and Brand Roles.
12. Marketing Management of Brand. Brand Success Measurement.
13. Product Design. Roles and Attributes of Product Design. Product Design Development and Testing.
14. Image of Product. Types of Image. Brand Image Building and Analysis.

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 .


back to search page