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    COURSE Outline in Product Management

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    Leslie Ann Elazegui Untalan
    The course discusses product management and is worth 3 credit units. It covers topics such as defining a brand, discussing branding challenges, factors that contribute to brand equity, and strategic imperatives for effective brand equity management. The course is divided into units that cover the product management process and cycle, product planning, pricing, branding decisions, positioning, and creating brand equity. Evaluation measures include quizzes, exams, class participation, and a product presentation.

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    COURSE Outline in Product Management

    Uploaded by

    Leslie Ann Elazegui Untalan
    54 views3 pages
    The course discusses product management and is worth 3 credit units. It covers topics such as defining a brand, discussing branding challenges, factors that contribute to brand equity, and strategic imperatives for effective brand equity management. The course is divided into units that cover the product management process and cycle, product planning, pricing, branding decisions, positioning, and creating brand equity. Evaluation measures include quizzes, exams, class participation, and a product presentation.

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    The course discusses product management and is worth 3 credit units. It covers topics such as defining a brand, discussing branding challenges, factors that contribute to brand equity, and strategic imperatives for effective brand equity management. The course is divided into units that cover the product management process and cycle, product planning, pricing, branding decisions, positioning, and creating brand equity. Evaluation measures include quizzes, exams, class participation, and a product presentation.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    54 views3 pages

    COURSE Outline in Product Management

    Uploaded by

    Leslie Ann Elazegui Untalan
    The course discusses product management and is worth 3 credit units. It covers topics such as defining a brand, discussing branding challenges, factors that contribute to brand equity, and strategic imperatives for effective brand equity management. The course is divided into units that cover the product management process and cycle, product planning, pricing, branding decisions, positioning, and creating brand equity. Evaluation measures include quizzes, exams, class participation, and a product presentation.

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    © All Rights Reserved
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    of 3

    COURSE TITLE: Product Management COURSE CODE: MKTG.

    106 COURSE CREDIT: 3 units

    I. COURSE DESCRIPTION
    The course discusses product management typically deals with all of the end-to-end aspects of a product or product line including product profitability,
    the role may be split with closely related functions: product marketing, program management, and project management
    II. GENERAL OBJECTIVES: At the end of the course, the student is expected to:
    1. To define brand.
    2. To discuss the new branding challenges and opportunities
    3. To describe some of the past and present challenges faced by brands and to set forth principles, models and frameworks that will help guide
    managers through these challenges as they plan and execute brand strategies.
    4. To discuss the factors that contribute to brand equity: the initial choices for the brand elements or identities making up the brand; the way the
    brand is integrated into the supporting marketing program; and the associations indirectly transferred to the brand by linking the brand to some
    other entity.
    5. To discuss several strategic imperatives for effective brand equity management.

    III. COURSE OUTLINE


    TIME SPECIFIC OBJECTIVES TOPICS TEACHING METHODOLOGY / EVALUATE MEASURES/
    ALLOTMENT STRATEGY REQUIREMENTS
    PRELIMS Week 1 & 2  To understand how Product Unit 1. Introduction to  Quizzes
    4.5 hours Management evolved. Product Management  Major Exams
     What a Product Manager has  Active
    to do. Participation in
     To understand the linkages of Lectures/Discussion Class Discussion
    Product Management with  Formulation of
    other functions in the the Product
    organization. Innovation
    Week 2 – 4  The Product Management Unit 2. Product
    6 hours Cycle and its significance in Management Process
    Product Development
     Management of the Product
    Development Process.
     Some key issues to be
    considered while discontinuing
    an existing product and
    launching a new one.
     To understand the importance Unit 3. The Product Planning
    of Product Development System
     To understand how Planning is
    done for Product Development
     To understand the Process
    which is used to develop a
    product
     To understand who is
    Responsible for the Produce
    Development
    Week 5  To understand what is a Unit 4. Product Line Decision  Lecture/Discussion  Quizzes
    “Product Line” and its  Major Exams
    relevance in Product  Active
    Management Participation in
     To understand what how Class Discussion
    product line can be managed.
     To understand difference
    between product mix and
    product line
     Concepts in product line
    management
    Week 6 and  To understand Product Life Unit 5. Product Life Cycle
    MIDTER 7 Cycle (PLC)
    M  The various types of PLC
     To understand what how
    different stages of PLC affect
    strategy.
     To understand the difference
    between Industry PLC and
    individual product PLC
    Week 8-9  To Understand Pricing Unit 6. Product Pricing
     The objectives of Pricing
     Steps to undertake Product
    Pricing
     To understand types of Pricing
    and the benefits of these
    Week 9-10  To undertand branding. Unit 7. Branding Decisions  Lecture/Discussion  Quizzes
     The objectives of branding.  Major Exams
     What type of decisions are  Active
    FINALS made. Participation in
     How the company benefits Class Discussion
    from branding
    Week 11-12  To understand positioning. Unit 8. Positioning Decisions  Product
     To understand the process of Presentation
    positioning
     To understand repositioning
    and why we need to do it.
    Week 13-14  To understand what is Brand Unit 9. Brand Equity
    Equity.
     How brand equity helps us
    with product management.
     To understand the value of
    how to create brand equity.

    IV. TEXTBOOK
    Lehman, Donald R. and Winer, Russel S., Product Management, Mc Graw Hill Higher Education, 2009.

    V. References
    Kotler, Philip, Marketing Management, New Delhi, India, Prentice Hall of India.
    Crawford, Merle and Benedetto, Anthony Di, New Product Management, 7th Ed. 2003

    Prepared by: Recommending Approval: Approved by:

    Prof. Leslie Ann Untalan-Gamundoy Prof. Noel B. Hungria, CPA Prof. Marilou R. Tayao
    Pamantasan ng Cabuyao Dean, CBAA VPAA
    CBAA Faculty

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