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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
COURSE OUTLINE
Product Management
I.
Course Number : MM 2
Credit: 3 units
II.
Course
Title: Product Management
P re - 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

13.5 hours

b. Impact of Intermediaries 2. Methods of determining or assessing competitors a. Current Objectives b.
b. Impact of Intermediaries
2. Methods of determining or assessing competitors
a. Current Objectives
b. Current Strategies
c. Predicting future Strategies
No. of Hours
3. Product Planning Process
a. Types of Product Development Projects
b. Product Planning Process
C. Product Development At Dell Computer Corporation
13.5 hours
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, 5 th edition, USA: Blackwell Publishing,

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 11 th edition, Singapore: Pearson Education, Inc.

Ulrich and Karl T. and et.al, (2008). Product Design and Development, 4 th edition New York: McGraw Hill International Edition

Marshall, J. (2010) Marketing Management, Singapore: McGraw Hill International Edition, VII. Course Requirements A.
Marshall, J. (2010) Marketing Management, Singapore: McGraw Hill International Edition,
VII. Course Requirements
A. Product Plan and Presentation
VIII. Grading System
Midterm Grade
Tentative Final Grade
Prelim Examination
Midterm Examination
Class Standing
Total
25%
25%
50%
100%
Semi - final Examination 25%
Final Examination
Class Standing
Total
25%
50%
100%
Midterm Grade + Tentative Final Grade
Final Grade
=
2