Assignment: PRODUCT POLICY
Course Description:
Analyzes the process, organizational interaction, and strategic concepts that govern the development of new products and services. Involves the formation of rough ideas through market and financial analysis for thedevelopment and marketing of a product. Topics also include strategies and tactics for managing products over theentire life cycle.
Objectives:
This marketing course is designed to provide an in-depth understanding of the job of the "typical" product manager inmarketing consumer and business-to-business goods and services. While the specific duties of a product managervary considerably across industries and companies, the course focuses on four major activities common to the position: 1) analysis of market information, 2) developing a product strategy, 3) programming the strategy, and 4)implementation.
As might be surmised from the variety of activities covered by the course, a successful product manager has abroadly-based set of skills. Thus, key concepts will be drawn from a variety of areas including marketing strategy,buyer behavior, marketing research, and quantitative methods.
Tentative Schedule BA 444/544 Product Policy
4/1/19 Introduction and course overview 5/8/19 Ch 9 New Products
4/3/19 Ch 1 Intro to Product Management 5/13/19 Ch 10 Pricing Decisions
4/8/19 Ch 2 Marketing Planning 5/15/19 Test 2 Ch 6-10
4/10/19 Ch 3 Defining the Competitive Set 5/20/19 Ch 11 Advertising Decisions
4/15/19 Ch 4 Category Attractiveness 5/22/19 Ch 12 Promotion
4/17/19 Ch 5 Competitor Analysis 5/27/19 Memorial Day Holiday (No Class)
4/22/19 Test 1 Ch 1-5 5/29/19 Ch 13 Channel Management
4/24/19 Research Day (no class) 6/3/19 Ch 14 Service and Direct Marketing
4/29/19 Ch 6 Customer Analysis 6/5/19 Ch 15 Financial Analysis
5/1/19 Ch 7 Market Potential/Forecasting
5/6/19 Ch 8 Developing Product Strategy
Guidelines for Product Alerts:
Product alerts are written to keep upper management informed about developments in the market that may have an impact on your firm's performance. For purposes of this assignment you are required to focus on one narrowly defined product/industry category that exists in publicly traded company, trading on one of the US stock exchanges. All 15 of your product alerts must deal with the same industry/product category. During the course of the term you will write 15 product alerts that deal with a product related development that you feel upper management should be aware of. These product alerts will be written in the form of a MEMOto the instructor. You should include a number of different topics in your collection of product alerts such as: NEW PRODUCT INTRODUCTION, PRODUCT BEING DISCONTINUED, LINE EXETENTION, MAJOR STRATEGY CHANGES, MERGES, ACQUISITION AND COMPANIES WHO ARE EXITING THE MARKET -- NO MORE THAN 5 OF YOUR 15 PRODUCT ALERTS CAN BE ABOUT NEW PRODUCTS OR LINE EXTENSIONS OF EXISTING PRODUCTS. The sources you use should be CURRENT (published within the last 6 months). Your sources should be credible, we are interested in facts NOT rumors!
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.