UNIVERSITY OF CALIFORNIA-BERKELEY
Walter A. Haas School of Business
PRODUCT MANAGEMENT E262A
SPRING – 1999
Monday, 6:00-9:30 C-330
Instructor: E.A. JOHNSON
Contact: Email:
Website: http://haas.berkeley.edu/~market/PROFILES/PROFS/johnson.html
Course: e262-a@your email address
Subscribe with
COURSE OBJECTIVES:
Managing a product is like managing your own business. Product managers are responsible for all aspects of a product; introduction to the market, defending it from the competition making decisions based on information from Finance, Manufacturing and Sales ... with the ultimate responsibility to build sales volume and profit.
The course explores how a wide range of firms execute marketing concepts and strategies today in both Europe and the USA. Participants will gain insight into the inner workings of Marketing in the firm through an introduction to Product Management for both Business to Business and Consumer products as originally introduced by Proctor and Gamble. Insight will also be gained into the financial aspects of Product Management that are important for managing profitability.
On completion of the course, participants will be capable of auditing virtually any market environment and managing the development of a competitive product plan. Mastering all of the separate analytical skills will require an absolute commitment to on-time assignment, reading and research completion. Extensive use of the Web will also result in an advanced level of competency in Internet research. Balanced with personal study will be equal levels of group interaction in the form of workshops and group assignments.
MAJOR TOPICS
The Central Concepts of Marketing, the Value of the Product Management System. Major responsibilities, building a power base, product management problems. The product planning process. The product life cycle, market segmentation, new product development, managing the creative process, developing award winning advertising, packaging and sales promotion. Marketing Plan Synergy.
CLASSROOM.
Class time will be effectively used as lecture and work shop time to permit the students to follow development of a Product through the Product Plan using case analysis and interactive participation.
TERM ASSIGNMENT
Students will have two choices for the principal assignment:
1) Working in teams of 4, develop and submit an original Product Strategy & Plan for an existing or new product in partnership with one of the group's company's. The product plan will develop in stages following the Syllabus topics and a schedule of deliverables will be contracted. The final plan will be presented during the final session.
2) Working individually, research and present an analysis of a very successful new product that was recently launched or a recent failure. The report will follow the development and launch of the product and include a critical analysis of the reasons for success or failure and speculation on how the outcome may have been improved if certain steps in the development process had been different. The product's history must be well researched using all available Web resources. An in-class presentation of 20 minutes with a paper of not less than 25 pages including exhibits is required. The presentation can be scheduled at any time.
GRADING:
40% Assignments During the Semester
30% Written Plan
20% Presentation
10% Individual and Group Performance
COURSE ASSIGNMENTS:
Assignments during the term will only be accepted if typed and if handed in on assigned deadlines. Any evidence of plagiarism, computer assisted alteration or submission of previous work will result in a zero grade. Late papers will be fined 10% per day date.
Students are expected to apply analytical concepts introduced in class and exhibit original and critical judgment in their conclusions. All work submitted for credit must be the sole work of the individual unless group work was approved in writing by the Professor.
REQUIRED TEXT:
Product Management; Lehman, Winer: Second Edition 1997; Irwin
ISBN 0-256-21439-5
Selected Bibliography
Product Development; McGrath et al; Butterworth Heineman, Boston 1992
ISBN 0-7506-9289-8
New Product Development; Gruenwald; NTC Business Books, Illinois, 1992;
ISBN 0-8442-3352-8
Bringing New Products to Market; Hall; Amacon, New York, 1991;
ISBN 0-8144-5017-2
Building Strong Brands; David A. Aaker, The Free Press, New York 1992;
ISBN 0-02-900151-X
Strategic Market Management; David A. Aaker; John Wiley & Sons, Inc, 1995;
ISBN 0-471-30956-7
Marketing Research; David A. Aaker, Kumar, Day; John Wiley & Sons, Inc, 1998;
ISBN 0-471-17069-0
Setting The Pace in Product Development; Michael E. McGrath; Butterworth-Heinemann, 1996;
ISBN 0-7506-9789-X
21/01/99 Page 1