Content

Lecture 1: Introduction into product management

Content: characteristics, content, functions and organisation, importance and role in marketing, etc.

Lecture 2: Product manager and its position

Content: Product manager and its role - product manager function, brand manager, its role in company, main task, organisation and evaluation

Lecture 3: Product portfolio and programme policy

Content: Production programme, market and production requirements, economics and programme policy, relation among products and product lines, cannibalisation, decision about product in product lines. Product, product description, attributes and characteristics and analysis tools

Lecture 4: Understanding of product market specifics - competition analysis

Content: Product definition, competitiveness of products, analysis of products and search of competitive advantage, product innovation

Lecture 5: Product market related decision and overall company strategy

Content: Overall situation of market, market competition, competitive strategy of company, market segmentation, consumer behaviour traditional approach

Lecture 6: Consumer as part of strategic decision by product management

Content: Consumer and its behaviour, theories of consumption, perception of product and quality of goods, consumer behaviour, consumer segmentation.

Lecture 7: Innovation and new product development

Content: Innovation process importance of innovation in modern economy, typology and classification of innovation, impact of innovation on society

Lecture 8: Branding decision process

Content: Brand strategy, brand name search, different brand types, brand development, brand equity, trademark, intellectual property rights and its use, brand sponsoring, independent brands.

Lecture 9: Product quality position in product strategy

Content: Quality definitions, different perception of quality, products, services, differences and opportunities of use, impact on competitive advantage, impact on customer satisfaction, impact on economy and commerce.

Lecture 10: Product communication in public

Content: Marketing promotion and different instruments, promotion strategy and goals of marketing communication, different aspects of communication and advertising, quality in communication and promotion.

Lecture 11: Pricing aspects of product related decisions

Content: Production process, classification of production, impact on product strategy and product supply, production capacity and capacity planning, mass customization and its use.

Lecture 12: Production process and product related strategy 

Content: Production process, classification of production, impact on product strategy and product supply, production capacity and capacity planning, mass customization and its use.

Lecture 13: Organisation of product related decision.

Content: Product management as part of company organisation, including product management into company structure 

Handouts