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.