Product Management (271151)

Learning Outcomes

• To identify and describe the product mix
• To analyze 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

Unit 1 - Basic Concepts:

• The market and the Product - current trends
• Company management versus product management
• Product Levels;
• Product's Life-Cycle;
• Services

Unit 2 - Product Management:

• Distribution analysis;
• Strategic Decisions in the Product Management;
• Price;
• Communication;
• Brand;
• Package;
• Sales Support Service;
• PM Matrix.

Unit 3 - New Product Development:

• Idea Generation;
• Idea Approach;
• Concept Development and Test;
• Marketing Strategy Development;
• Performance Assessment;
• Product Development and Marketing;

Bibliography

MAIN REFERENCES:

LAMBIN, J (2000) Marketing estratégico, McGraw-Hill, New York.
MARTINET, A. Ch (.,1989) Estratégia, Edições Sílabo, Lisboa.
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.