PRODUCT STRATEGY AND MANAGEMENT - PGSEM 2013 -14: Q 1 Faculty : Ramesh Venkateswaran Tel : 9448056680 ; email : rameshvenkat20@gmail.

com I PROGRAMME OBJECTIVE The only reason an organization or institution exists is because there is someone (referred to as customer) who wants / needs its output called product or service. The product or service and the customer thus need to be at the center of all organisational strategies and decisions. Competitive advantage calls for offering products / services that deliver value to customers. This is easier said than done . We live in a world that has gone through turmoil like never before in the last few years. In a highly competitive and rapidly changing world opportunities come up every day. So do new competitors and options. Survival and growth comes for companies that can meet the constantly changing and dynamic demands of the market place. Product strategy issues would involve understanding the market and environment, effectively managing existing product portfolios and continuously identifying and cashing in on new product opportunities . With the constant proliferation of products and brands, a significant business challenge relates to innovative product development and effective management of existing products. There are two parts relating to product strategy and management the continuing management of existing products and the development of new products for competitive advantage and growth.. The programme aims at building on concepts and principles discussed in earlier marketing courses and developing innovative thinking approaches to problem solving in the above product planning and management context . This course has a marketing focus on product strategy matters that include innovation, product development and managing product portfolio. In todays world of cross functional operations, people from various functions must have a good idea of their role and influence in managing the product. This course will be useful and relevant to participants from any functional specialization since it will help bring a marketing approach and perspective in overall product and business strategy The participants should have undergone the basic Marketing 1 course. PROGRAMME STRUCTURE The course has four components: i) ii) iii) iv) Class room discussions on concepts Case analysis and presentations Term paper / Book Review - Presentations and discussions Mid Term / End term exam

EVALUATION The evaluation for the course is divided into two categories individual and group. Mid Term Exam Term paper presentation and submission Book Review End Term Exam TOTAL IV READING MATERIAL A few articles and papers related to the subject will be recommended as reading material for the course. In addition some relevant books are also been identified. There are a large number of marketing and general management oriented journals and magazines which contain many articles related to product management and new product planning. The many business periodicals are also - Individual - Group - Group - Individual 20 25 15 40 100 % % % % %

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good sources of current information in this field. I strongly recommend that students go through various publications regularly and pick up articles of interest. NOTE : As part of being eco friendly and to ensure active student involvement in the course , the recommended reading material has to be accessed through the data bases on the internet through the library / institute. V IN CONCLUSION In business there are no rights and wrongs . Success depends, to a large extent, on ones understanding of a situation , the perception of the problem and its definition , the ability to evaluate options and alternate solutions and the rationale for choosing / not choosing a particular option and of course successful implementation. In this programme we will work with live examples to get a good grasp of strategy and execution on the above lines. To ensure that you get the best out of this course you must ensure that you come prepared with the expected pre class reading material and reading beyond the recommended material. Active involvement and participation in your group discussions and constructive participation is essential and expected. A course of this nature can only be as useful as the student wants it to be. With some assistance from the faculty of course. You are welcome to contact me at any time by mail or on phone to seek any clarifications on the course. Please also feel free to meet up with me after setting up a mutually convenient time. BEST WISHES

Ramesh Venkateswaran 5 April 2013

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Ramesh Venkateswaran