HOLY CROSS OF DAVAO COLLEGE

Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA) Major: Marketing Management

COURSE OUTLINE

Product Management

I. Course Number: MM 2 Credit: 3 units

II. Course Title: Product Management Pre-Requisite: MM 1 and Mgt. 1

III. Course Description:

This course deals with product management that typically deals with all of the end-to-end aspects of a product or product line including product profitability. It also explores closely related functions Product Marketing, Program Management, and Project Management.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Distinguish the major consideration in Product Management. 2. Discuss the parameters of Product Management and product plan. 3. Analyze the different product strategy used by product managers. 4. Recognize the importance of Product management in the world of business. 5. Demonstrate the value of relationship marketing specifically openness, honesty, and ethical

concerns. 6. Develop a product prototype. 7. Design different marketing strategies with emphasis on Product Positioning.

V. Course Outline No. of Hours

A. Introduction to Production Management 13.5 hours 1. Overview of Product Management.

a. Potential Interactions of Product Manager b. Product Management Facts Versus Fiction c. Changes Affecting Product Management.

2. Marketing Organization a. Product Focused Organization b. Market Focused Organization c. Functionally-focused Organization

3. Marketing Organization Implications of Global Marketing. 4. Changes affecting Product Management. 5. Marketing Planning

a. Definition & Objectives of Plans b. Hierarchy of Planning

c. Frequently Mistakes in the Planning Process d. Marketing Planning Sequences.

B. Defining Market Competition 13.5 hours

1. Levels of Market Competition

a. Market Segmentation b. Impact of Intermediaries

2. Methods of determining or assessing competitors a. Current Objectives b. Current Strategies c. Predicting future Strategies

No. of Hours

3. Product Planning Process a. Types of Product Development Projects b. Product Planning Process

C. Product Development At Dell Computer Corporation 13.5 hours

1. Products, Services & Brands: Building Customer Value

a. Product & Service Discussion b. Branding Strategy: Building Strong Brands

Case: Sony: Betting it all on Blue-Ray 2. Development Processes & Organizations

a. Generic Development Process b. Concept Development: The Front and End Process c. Adapting the generic product Development process

3. Product Development and Life Cycle Strategies a. New product development strategies b. The new product development process c. Case Tasty Value Sensible

D. Ethics And Social Responsibility In Marketing 13.5 hours

1. Sustainable Marketing 2. Social Criticism of Marketing 3. Consumer Actions to Promote Sustainable Marketing 4. Business Actions Towards Sustainable Marketing

Case: Alibaba-com: Shark Attack Public Policy Issues Bigger Picture: a cycle of concern Case: Hybrid Vehicles at General Motors

VI. References

A. Bibliography

Crawford, M. and et.al, (2006). New Products Management, New York; McGraw Hill/Irwin Dale, B. and et.al, (2007). Managing Quality, 5th edition, USA: Blackwell Publishing,

Kotler, P. and et.al. (2007) Principles of Marketing, 13th edition, Singapore: Pearson Education, Inc. Kotler, P. and et.al (2008). Principles of Marketing: A global perspective 11th edition, Singapore: Pearson Education, Inc. Ulrich and Karl T. and et.al, (2008). Product Design and Development, 4th edition New York: McGraw Hill International Edition Marshall, J. (2010) Marketing Management, Singapore: McGraw Hill International Edition,

VII. Course Requirements

A. Product Plan and Presentation VIII. Grading System

Midterm Grade Tentative Final Grade Prelim Examination 25% Semi-final Examination 25% Midterm Examination 25% Final Examination 25% Class Standing 50% Class Standing 50% Total 100% Total 100% Midterm Grade + Tentative Final Grade Final Grade = 2