Class Product Management

The Product Management curricular unit aims to equip students with essential knowledge and skills for developing, managing, and strategically positioning products in the market.

Not applicable

Product management and development 1.1 Product levels 1.2 Product classification 1.3 Product characterization 1.4 Product dimensions 1.5 Product hierarchies 1.6 The product variable in the context of the marketing-mix 1.7 The product manager 1.8 Product portfolio management 1.9 Development of new products 1.10 The role of product innovation 1.11 Positioning and associated concepts 1.12 The product life cycle 1.13 Product planning 1.14 Range policy

The teaching methodologies are based on interrogative and active methods to generate a discussion and resolution of theoretical and practical exercises in a classroom context. It seeks to stimulate the practical skills of research, analysis and development of works following the rules of scientific work. As for pedagogical resources, the teacher provides case studies and exercises, as well as other materials through the content management platform (Moodle).

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK. Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. Hamilton, R., & Price, L. L. (2019). Consumer journeys: Developing consumer-based strategy.