Product management and planning
Mr Ken Grant
6 points
* One 3-hour class per week or equivalent in module form
*
First, second semester
* Caulfield, in-house
* Prerequisite:
MKT9160
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%
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