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Subject: MM-
304C PRODUCT MANAGEMENT
Course Objectives:
The objective of this course is to aquire the conceptual
understanding of Product Policy Management and its applications
for corporate growth and development.
Examination Scheme:
The faculty member will award internal marks out of 40 based
on three assessments of 20 marks each of which best two
will be considered. The end semester examination will be
worth 60 marks having theory and
cases/practical problems.
Course Content:
- Introduction to Product policv Management: Why
Product Management, Relationship between Competition,
Marketing and product Management, Types of Product,
Product classification, Product Management Process.
- Product Manager: Functions of Product Manager,
Role and Responsibilities of Product Manager, Qualities
required for successful Product Manager.
- Product Life Cycle : Concept of PLC, Operationalizing
the aspects of PLC concept, PLC as forecasting model,
PLC as guideline for Marketing Strategy, Extension of
PLC.
- Product Planning and Strategies: Proposed Product
Plarining Model-Setting Objectives, Monitoring the Environment,
Situation Analysis; Development of a Product/Market Program,
Product Mix Strategy.
- Product Design and New Product Development: Characteristics
of Successful Product Development, New Product Development
Process and Organizations.
- Test Marketing Product Launch and Commercialization: Test
Marketing Objectives, Limitations of Test Marketing,
Design Consideration in Test Marketing, Alternatives
to test Marketing Procedures, Product Launch, Tracking,
Relaunch.
- Future Trends and Product Management: Obstacles
to success of Product Management, Copying Strategies,
Direction of Future Research.
Text Readings:
- Wind Yoram J., "Product Policy: Concepts,
Methods and Strategies", Masschusetts, Addison-Wesley
Pub. Co., Reading USA.
- Baker Michael and Hart Susan, "Product Strategy and Management",
London, Prentice Hall.
- Ranlanuj Majumdar, "Product Management in India",
New Delhi, Prentice Hall, India. 4. Lelmlan, D.R. and Winer,
R.S., "Product
Manage".
Suggested Reading:
- Ward John, "Profitable Product Management",
London, Willilam Heinemann Ltd.
- Urban L. Glan, Hauser R. .John, and Dholkia Nilkesh, "Essentials
of New Product Management" New Jersey, Prentice
Hall, Englewood Cliff.
- Ulrich Karl T., Eppinger Steven
D., "Product Design and Development",
Boston, Irwin McGraw Hill.
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