Authorised by Academic Registrar, April 1996
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.
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 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% + Examination (2 hours): 40%