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ECTS Course Overview



Product Management

* Exchange students do not have to consider this information when selecting suitable courses for an exchange stay.

Course Unit Code116-0532/03
Number of ECTS Credits Allocated5 ECTS credits
Type of Course Unit *Choice-compulsory
Level of Course Unit *Second Cycle
Year of Study *
Semester when the Course Unit is deliveredWinter Semester
Mode of DeliveryFace-to-face
Language of InstructionEnglish
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
VEL21doc. Ing. Šárka Velčovská, Ph.D.
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.
Learning Outcomes of the Course Unit
After finish the subject, students could be able:
1. To define product management function, to categorize types of products and product attributes on B2C market.
2.To analyze product assortment and to suggest its optimizing.
3.To explain new product development process and to suggest suitable strategy for launching the new products into the market and for managing its product life cycle.
4.To make a decision about product attributes and to know principles of product attributes management.
5.To suggest suitable product and/or product attributes testing methodology, to classify and to apply product and/or product attributes testing methods and techniques.
Course Contents
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.
Recommended or Required Reading
Required Reading:
CRAWFORD, C. Merle and C. Anthony Di BENEDETTO. New Products Management. 10th ed. New York: McGraw-Hill Education, 2011. 576 p. ISBN 978-0071289238.
KELLER, Kevin Lane. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 4th ed. Harlow: Pearson, 2013. 590 p. ISBN 978-0-273-77941-4.
VELČOVSKÁ, Šárka. Product Management. SOET, vol. 3. Ostrava: VŠB-TU Ostrava, 2013. 196 s. ISBN 978-80-248-3070-4.
CRAWFORD, C. Merle and C. Anthony Di BENEDETTO. New Products Management. 10th ed. New York: McGraw-Hill Education, 2011. 576 p. ISBN 978-0071289238.
KELLER, Kevin Lane. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 4th ed. Harlow: Pearson, 2013. 590 p. ISBN 978-0-273-77941-4.
VELČOVSKÁ, Šárka. Product Management. SOET, vol. 3. Ostrava: VŠB-TU Ostrava, 2013. 196 s. ISBN 978-80-248-3070-4.
Recommended Reading:
MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th ed. Harlow: Pearson Education Limited, 2017. 957 p. ISBN 978-1-29210315-0.
TROTT, Paul. Innovation Management and New Product Development. 5th ed. Harlow: Pearson, 2012. 620 p. ISBN 978-0-273-73656-1.
ULRICH, Karl T. and R. G. EPPINGER. Product Design and Development. 5th ed. New York: McGraw-Hill, 2012. 415 p. ISBN 978-0-07-108695-0.
MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th ed. Harlow: Pearson Education Limited, 2017. 957 p. ISBN 978-1-29210315-0.
TROTT, Paul. Innovation Management and New Product Development. 5th ed. Harlow: Pearson, 2012. 620 p. ISBN 978-0-273-73656-1.
ULRICH, Karl T. and R. G. EPPINGER. Product Design and Development. 5th ed. New York: McGraw-Hill, 2012. 415 p. ISBN 978-0-07-108695-0.
Planned learning activities and teaching methods
Lectures, Tutorials, Project work
Assesment methods and criteria
Tasks are not Defined