2017/18
27624 - Product and Brand Management
450 - Degree in Marketing and Market Research
Compulsory
5.1. Methodological overview
In this subject, the learning process designed for this subject is based on a combination of theory and practice sessions, exercises, different case studies and other activities related to the program. Students’ participation is encouraged along the semester. These activities are described in the following point.
5.3. Syllabus
Unit 1: Product management
1.1 Introduction
1.2 Main activities in product management
1.3 Product management in companies
Unit 2: New product development (NPD)
2.1 Introduction
2.2 Internal organization
2.3 Stages in new product development
2.4 Main factors associated to sucess and failure in NPD
Unit 3: Positioning and control
3.1 Introduction
3.2 Segmentation and coverage strategy
3.3 Differentiation and positioning
3.4 Control
Tema 4: Product attributes analysis
4.1 Introduction
4.2 Packaging and labelling
4.3 Quality and design
4.4 Product services
4.5 Brand concept
Tema 5: Brand identity and image
5.1. Introduction
5.2 Brand identity and image
5.3 Brand equity
5.4 Brand portfolio and brand strategy
5.5 Control
Tema 6: Product portfolio
6.1 Concept and dimensions in the product portfolio
6.2 Analysis of the product portfolio
6.3 Strategies in product portfolio