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.

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%