Product Management (271175)
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;
• To prepare a plan for the launch of a new product.
Study Program
1. Basic Concepts:1.1. The market and the Product - current trends
1.2. Company management versus product management
1.3. Product Levels;
1.4. Product's Life-Cycle;
1.5. Services
2. Product Management:
2.1. Distribution analysis;
2.2. Strategic Decisions in the Product Management;
2.3. Price;
2.4. Communication;
2.5. Brand;
2.6. Package;
2.7. Sales Support Service;
2.8. PM Matrix.
3. New Product Development:
3.1. Idea Generation;
3.2. Idea Approach;
3.3. Concept Development and Test;
3.4. Marketing Strategy Development;
3.5. Performance Assessment;
3.6. Product Development and Marketing;
Bibliography
DIONÍSIO, Pedro et al (2009) b-Mercator, Dom Quixote, Lisboa.KOTLER, Philip (1998) Administração de Marketing, Atlas, São Paulo.
LAMBIN, J. (2000) Marketing estratégico, McGraw-Hill, New York,
NUNES, João e CAVIQUE, Luís (2008) Plano de Marketing – Estratégia em Acção, Dom Quixote, Lisboa
PIRES, Aníbal (1991) Marketing – Conceitos, Técnicas e Problemas de Gestão, Verbo, Lisboa.