MKF5271 - Product management and planning

Leader: Ms Sandra Luxton

Offered

Caulfield First semester 2007 (Evening)
Caulfield Second semester 2007 (Off-campus with online component)

Synopsis

This unit focuses on the new product management process including; the identification, development testing and ultimate launch of a new product/s. The unit also covers a selection of issues facing product/brand managers and companies today, such as: the importance of speed to market; how to effectively manage an existing product/brand portfolio and how to structure for innovation in a dynamic marketplace.

Objectives

The learning goals associated with this unit are to:

• explain the role and scope of product management and planning
• critically review select literature relevant to product management and planning such as; how to foster an innovative culture and the importance of speed to market
• formulate actionable solutions to product management and planning problems via the analysis of industry scenarios/case studies
• critically evaluate the theories underpinning product management and their application in a business context via a major new product development project.

Assessment

Assignment(s): 50%
Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

Students enrolled in course code 3802 (Master of Marketing, Stream B) have no prerequisites. All other students must pass MBA9006 or MKX9160