Product management and planning
Mr Don Bradmore
6 points * One 3-hour class per week * First semester * Caulfield, In-house * Prerequisite: MKT6160
Synopsis The product management system; the concept of the product manager; their role, responsibilities and scope of function; the management of innovation; developing product strategies and brand positioning policies; managing and monitoring existing products; rejuvenating and rationalising the product line; developing, testing and launching new products; legal, social and environmental considerations in new product development; development of product-line marketing plan and relationship to corporate marketing planning process.
Assessment Minor assignment (2000 words): 20% * Major assignment (4000 words): 40% * Final examination (3 hours): 40%