Portland Community College | Portland, Oregon

Upon completion of the course students should be able to:

• Apply the fundamental concepts of product and brand development and management.
• Use the brand positioning framework to develop a brand, keep it relevant, expand a brand internationally, and reposition a brand.
• Use tools and metrics to analyze competitors and develop positioning strategies.
• Recognize the importance of using teams and organization to coordinate multiple interdisciplinary tasks in order to create and manage products within an organization.
• Use portfolio analysis and the product life cycle to understand how a firm manages its product mix.
• Apply an understanding of the product manager’s role in product pricing, sales, and promotion.

• Class participation and discussions
• Case study analysis
• Individual assignments
• Group projects
• Presentations
• Completion of assessment examinations

Themes, Concepts, Issues

Definition of products and product related theories and concepts

Product management and development in the context of business strategy
Cross-functional teams and their role in product development and management

Brand development and positioning

Competitive positioning

Social responsibility and ethics

Use of data to develop, manage, and market products

Pricing strategies

Promotion strategies

Product management’s role in selling in B2C and B2B environments

Legal considerations in the area of marketing and product management

Global issues in product management and distribution

Market research, market segmentation, target markets

Skills

Analyze product management strategies

Work as part of a team

Deliver oral presentations