MKF5271

Product management and planning

Associate Professor Frank Alpert

6 points · One 3-hour class per week or equivalent in module form · First and second semester · Caulfield · Open Learning Australia · Prerequisites: MKF9110, MKX9160

Objectives On completion of this subject students should have gained an understanding of the importance of product management and product planning functions as both a marketing activity and top management responsibility; have developed competencies in structuring problems related to product decisions; have developed the ability to evaluate, select and apply concepts and methods in solving product management problems, particularly from a new product development perspective.

Synopsis Topics include the product management system; the concept of the product manager; the role, responsibilities and scope of function; the management of innovation; developing new product strategies and brand positioning policies; developing, testing and launching new products including legal, social and environmental considerations in new product development.

Assessment Minor assignment (2000 words): 20% · Major assignment (4000 words): 30% · Class participation: 10% · Examination (2 hours): 40%

Back to the 1999 Business and Economics Handbook