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
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
13.5
hours
No.
of
Hours
13.5
hours
3. Product
Planning
Process
a. Types
of
Product
Development
Projects
b. Product
Planning
Process
C. Product
Development
At
Dell
Computer
Corporation
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,
VII.
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,
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
