Product Management
MAR270
Overview
Level of study: What does Undergraduate Level 2 mean?
Undergraduate Level 2
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Domestic student fee:
$1,178.00 (AUD)
HECS student fee:
$1,178.00 (AUD)
International student fee:
$1,403.00 (AUD)
Description
Students enrolling in this unit come prepared with an understanding of basic marketing concepts and behaviour from first year studies which, for the major, have been enriched with later units such as Survey Research Methods, Marketing Behaviour and Integrated Marketing Communications. The objective of this unit is to enable students to apply their learned marketing knowledge to the specific areas of both Product Development and Product Management. Specific objectives address innovation, product development and product management issues from a marketing management approach (that is to say, with a lesser emphasis on other approaches such as economic, technical or purely creative - these areas are not ignored but are treated as contributory disciplines).
Please note: Assessment values are indicative only; details will be advised at the start of the unit.
Prerequisites
Equivalent units
You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:
- MAR30 — Product Management
Mandatory prerequisites
You must have successfully completed the following unit(s) before starting this unit:
- MAR110 — Marketing Concepts
If you have completed equivalent study at another university, please contact a Student Advisor for advice.
Assessment
- Assignment 1 — (15%-25%)
- Assignment 2 — (30%-40%)
- Invigilated Exam — (40%-50%)
Learning Outcomes
At the completion of this unit students will:
- appreciate the importance of product management and product innovation in today's marketing environment and business climate
- understand the relationship between product strategy and the firm's overall strategy
- comprehend the issues and challenges businesses face in successfully launching new products
- understand the classifications of new products in relation to Product Management
- understand the conditions that are necessary to facilitate successful innovation in firms
- be able to develop new products successfully using the New Product Development Process
- be able to develop an integrated marketing mix in line with a new product development strategy
- understand the roles of top management and product managers in the developing and implementing a new product project
- understand how to build brand equity and how to leverage it in the NPD process
- have an understanding of the responsibility of ongoing brand and product maintenance, the activities that the role entails and the determination of brand health.
This understanding of product management (evidenced by a Pass grade or better) provides a strong philosophical and academic foundation for application in later and more advanced study of marketing, as well as providing the base knowledge for vocational success.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | The meaning, importance and function of the product management role in business today |
| 2 | The impact of product management practices on the development of goods and services based products |
| 3 | The range of concept-generating techniques used for new product development |
| 4 | The means of evaluating new product ideas |
| 5 | Preparation of a product, a product launch plan |
| 6 | Product positioning within the target marketing process, branding, packaging and the importance of successful working relationships |
| 7 | International aspects of product management |
| 8 | Successful working relations within the organisation, particularly with sales, production, supply and research and development |
Study Resources
This unit is delivered using the following methods and materials:
Print based materials
- Welcome Letter
Online materials
- Printable format materials
Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.
Click on the titles of the listed books below to find out more:
Required textbooks
By:Baker Michael J
ISBN: -
Format:Print
Supplier:Go to Unibooks
Recommended textbooks
Relevant Courses
This unit is part of a major, minor, stream or specialisation in the following courses:
This unit is an approved elective in the following courses:
- Bachelor of Behavioural Studies (Psychology), Swinburne University of Tnlgy
- Bachelor of Behavioural Studies, Swinburne University of Tnlgy
- Bachelor of Business, Swinburne University of Tnlgy
- Bachelor of Technology (Information Systems), Swinburne University of Tnlgy
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
