Product Management (B-KUL-D0R42A)
The course gives a thorough treatment of selected topics in the management of new products
Basisbegrippen marketing, basisprincipes beschrijvende en inductieve statistiek, basis van methoden in marktonderzoek
Slides, transparencies, courseware
Articles and literature
Is also included in other courses
- Study Abroad Programme in European Culture and Society (PECS)
- Master in de toegepaste economische wetenschappen (Major: Marketing) 60 ects.
- Master in de toegepaste economische wetenschappen (Minor: Marketing) 60 ects.
- Master of Business Economics (Major 4: Marketing) 60 ects.
- Master of Business Economics (Minor 4: Marketing) 60 ects.
New products and services are crucial to successful growth and increased profits in many industries. This course will review selected topics in the management of new products. Based on recent literature, it will cover such topics as the identification of new product opportunities, the generation, positioning and testing of product concepts, pretest market analysis, early forecasting of future sales, and marketing-mix decisions for new products.
Once the product becomes firmly established in the market, its management faces important additional decisions, such as assortment composition and management, how to deal with the increasing threat of private label brands, how to manage the product in an Internet environment, the increasing pressure to internationalize when the home markets become saturated, etc The course will cover the most recent developments in these and related issues.
Students will be given the choice between an oral exam of +/- 15 minutes (with preparation before the exam) or a take home exam.
Students will need to choose between an oral and written exam 4 weeks before the schedeuled exam.