| CODE | MRK2209 | |||||||||
| TITLE | Products Management | |||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 2 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | The study-unit will be organised around the following topics: - Products, product lines and product mixes; - Product life cycle issues and strategies; - Designing Marketing Strategies for Market Leaders, Challengers, Followers and Nichers. - Branding strategies; - Packaging and Labelling; - Products management; - The Roles and Responsibilities of the Product or Brand Manager; - The issues surrounding pan-European branding. Study-unit Aims This study-unit is intended to help participants discuss the decisions companies make regarding individual products, product lines and product mixes. It also discusses market segmentation, target marketing and positioning for competitive advantage, product life cycles issues, branding strategies, and packaging. Additional products issues like socially responsible product decisions and international product and services marketing are debated. The responsibilities of Product Managers are discussed. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: (1) define the three steps of target marketing: market segmentation, target marketing, and market positioning; (2) discuss the major bases for segmenting consumer and business markets; (3) identify attractive market segments and choose a target marketing strategy; (4)decide on how an organization can position its products for maximum competitive advantage in the marketplace; (5) describe the decisions organizations make regarding their individual products and services, product lines, and product mixes; (6) explain the stages of the product life cycle and discuss how marketing strategies change during the product's life cycle; (7) discuss different branding and packaging strategies and the issues surrounding pan-European branding; (8) put forward ideas on how the responsibilities of product managers should be decided; 2. Skills: By the end of the study-unit the student will be able to: (1) produce market segmentation, target marketing and market positioning plans for an organization's products and services; (2) device detailed procedures for analyzing product lines and product mixes for an organization; (3) put forward plans to be followed during the different stages of the product life cycle; (4) design branding and packages strategies; (5) write a Product or Brand Managers' job description. Main Text/s and any supplementary readings - Trott, P. (2011). Innovation management and new product development. Prentice Hall. For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include: - European Journal of Marketing - Journal of Marketing - Journal of International Marketing - Quarterly Review of Marketing - Journal of Vacation Marketing |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Miriam Pocock |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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