Product Development (471020)

Learning Outcomes

To identify and describe the product mix To analyse a product's performance;
To strategically and operatively manage a product;
To make strategic decisions when managing a range of products;

Study Program

Product Policy Product Manager role. The types of product.
Functions and types of packaging (technical, communication and strategic);
Brand Management.
Service Policies & Strategies Market Culture and Innovation. Product Innovation
Commercial management and sales force

Bibliography

 

LAMBIN, J (2000) Marketing estratégico, McGraw-Hill, New York,

 

DIONÍSIO, Pedro et al (2009) b-Mercator, Dom Quixote, Lisboa.

 

NUNES, João e CAVIQUE, Luís (2008) Plano de Marketing – Estratégia em Acção, Dom Quixote, Lisboa

 

KOTLER, Philip (1998) Administração de Marketing, Atlas, São Paulo.

PIRES, Aníbal (1991) Marketing – Conceitos, Técnicas e Problemas de Gestão, Verbo, Lisboa.