College of Business Administration Marketing Department COURSE SYLLABUS Course Title Course Code Units Earned Prerequisites Professor

Email address Consultation period PRODUCT MANAGEMENT MKTG 302 3 Distribution and Retail Management (MKTG204) Time _______ _______ Day __________ __________ Venue __________________ __________________

I.

COURSE DESCRIPTION

The course prepares students to the career path of a Product/Brand Manager. It teaches them the management and development of existing and new products/brands in the market. It helps them appreciate the strategic importance of product and pricing decisions to the overall strategies of the firm. More importantly, it trains them to interpret the essential tasks of Product/Brand Managers such as forecasting, budgeting, metric measurement, analysis and preparation of profit and loss statement. II. DESIRED LEARNING RESULTS Expected Lasallian Graduate Attributes (ELGA) Passion for excellence At the end of the course, the following are expected to be realized: Examine and apply the concepts and principles necessary for successful Product/Brand Management Demonstrate professionalism, commitment, and confidence in the course of learning the subject. Integrate values, hard work, accountability and responsibility needed in their future business dealings. Classify the role of product management in the provision of quality goods that enable the productive flow of the nations economy.

God-loving Patriotic

II. FINAL PRODUCT PERFORMANCE TASK

The final output required of this course is a group marketing plan focused on an existing product or product line. The following ELGA-based rubric (adapted from Rooney and the High Plains Regional Technology in Education Consortium) will be used to grade students. A. Patriotic Characteristics National issues Advanced (4 points) Evident of own analysis of national issues relevant to the formulation of marketing strategies Intermediate (3 points) Issues were analyzed based on present scenario relevant to the formulation of marketing strategies Elementary (2 points) Discussion of national issues were included as inputs to marketing strategies Beginner (1 point) Inclusion of national issues were cited in relation to the marketing plan Score

B. Passion for excellence Characteristics Industry, competitor, and customer analysis Advanced (4 points) Use of research-based data with the discussion of own inputs applied to the analysis; relevant to the formulation and execution of marketing plan Consistent with product and pricing strategies formulated; set objectives are workable New product ideas generated are consumeroriented, able to meet set objectives; novice and workable Pricing strategies consistent with overall product/brand image and positioning; realistic Sales forecast, income statement and budget set are consistent with the overall objective of the firm; correct and realistic Intermediate (3 points) Analysis done is based on applied principles in relation to the formulation and execution of the marketing plan Elementary (2 points) Principles learned are applied to the analysis and able to relate to the product category used in the marketing plan Beginner (1 point) Evident of skill to identify and relate industry, competitor and customer data to the product category being used in the marketing plan Ability to set S.M.A.R.T. objectives relative to the product/brand used in the marketing plan New product ideas are novice; application of learned principles in class shown in formulated product and pricing strategies Score

Objectives

Quality of Marketing Strategies

Able to formulate objectives based on the product/brand past performance and brand promise Creativity in new product ideas is shown to meet set objectives Pricing strategies reflect realistic cost-based analysis

The use of past performance of the product/brand used to formulate objectives Use of product and pricing strategies are consistent with set objectives

Accuracy and Workability of Financial tools used

Past data are used as inputs to sales forecast and budget

Estimates and extrapolation are set as basis for sales forecast and budget

Sales forecast, income statement and budget set are calculated using excel or SPSS

Characteristics

Advanced

Intermediate

Elementary

Beginner

Score

Presentation

(4 points) Presentation reflects thorough and a well-thought of preparation to communicate the key points of the plan The presentation is brief, yet compelling.

(3 points) Use of consumer research data that support the presentation of the brand promise and marketing strategy.

(2 points) Use of appropriate audio and visual support.

(1 point) The presentation makes use of a wellprepared PPT presentation following the standard marketing plan format. The presenters exhibit a good command of both English and Filipino languages, punctual and properly dressed for the purpose. Any member of the group is able to answer a question about the presentation

C. God-loving Characteristics Moral and Ethical principles Advanced (4 points) No moral and ethical principles are violated in the formulation of marketing strategies Intermediate (3 points) Identification and use of morally sound marketing initiatives and sales generating activities are evident in the plan Elementary (2 points) The student understands that each aspect in the fulfillment of the marketing job has responsibility over its environment, and that each marketing initiative should exhibit the custodial accountability given to us by our Creator. Beginner (1 point) The student understands the moral and ethical responsibility in the performance of the marketers fundamental task Score

IV. VALID ASSESSMENT

Preliminary Quizzes Research work Class participation Case analysis Attendance Exam Total V. COURSE OUTLINE

Criteria 20% 10% 20% 10% 10% 30% 100%

Midterm Quizzes Presentation Case analysis Book review Exposure Trip/Reaction paper Attendance Exam Total

Criteria 20% 10% 10% 10% 10% 10% 30% 100%

Final Seatwork Attendance Class participation Marketing plan 20% 10% 20% 50%

Total

100%

Topics Hours Preliminary/Introductory (18 hours) Introduction to 6 Product/Brand Management and the Product/Brand Managers Job What are the Truths to Successful Brand Management? Characteristics of Successful Product/Brand Managers Different Marketing Organizations Changes Affecting Product Management Business intelligence Industry, competitor, and customer analysis Industry analysis Competitive analysis Customer analysis 12

Teaching Strategies Discussion/Interaction Video presentation of Product Managers job Sharing by a practitioner

Class Activities God loving gospel reading/prayer Passionate for excellenceTalk by an alumnus/alumna practitioner; individual assignment to search for sample job description of product managers; presentation of marketing plan format; identification of product to be used for the marketing plan; grouping

Discussion/Interaction Case analysis Research work to gather information and analyze industry, competitor and customer of chosen product by group

God loving gospel reading/prayer Passionate for excellence research/presentation by group, reading and analysis of cases, long quiz, prelim exam Patriotic discussion of relevant national issues on economic, political, social, regulatory, and technological Class Activities God loving gospel reading/prayer Passion for excellence presentation of strategies formulated, reading and analysis of cases, field exposure, long quiz, midterm exam

Topics Midterm/Enabling (18 hours) Product Strategies existing and new Elements of product strategy Article Review: What Makes a Product Green? Positioning strategy Book Review: Positioning by Al Ries and Jack Trout Managing brand equity: Success Stories of Winning Brands

Hours 9

Teaching Strategies Discussion/interaction Workshop on strategy formulation for product and pricing Case analysis Book review on positioning strategy Exposure Trip with reaction paper Journal reading

Topics Midterm/Enabling (18 hours) Pricing Strategies Strategies on pricing Role of costs Factors affecting price Pricing tactics Metrics What must be measured Different types of product metrics Topics Final/Culminating (18 hours) Sales forecasting/Budgeting Difference between potential and forecast Methods of estimating market and sales potential Formulation of P & L Marketing Plan Presentation and Defense

Hours 6

Teaching Strategies

Class Activities

Hours 3

Teaching Strategies Discussion/interaction Workshop to practice formulation and analysis of the financial tools

Class Activities God loving gospel reading/prayer Passion for excellence practice computation using excel or SPSS, seatwork

3 12

Presentation and defense of formulated marketing plans by group

God loving gospel reading/prayer Passion for excellence delivery of final product, assessment of marketing plan formulated

VI. COURSE POLICIES A. B. C. D. The use of mobile phones and other electronic gadgets is prohibited during class hours unless a special permission is sought and granted. Food and drinks are not allowed to be brought inside the classroom/laboratory. Students are allowed seven (7) absences inclusive of tardiness for 1.5 hours class; and eleven (11) absences inclusive of tardiness for a one (1) hour class. All absences thereafter shall mean excessive equivalent to a grade of 0.0. Assignments must be submitted before the class begins; unless otherwise indicated. Assignments and subject requirements turned in after the due date will earn a 5% deduction for every day late for a maximum of one week. Submissions given after one week will no longer be accepted and no special assignments will be provided to make up for the missed assignment. There is no provision for any missed seatwork. Students must be honest at all times. Cheating and plagiarism in any form will merit a grade of 0.0. Make-up for long quizzes is given at all times during the period. Only students with valid and excused absences (excuse letters for extra-curricular activities, medical certificates for illnessrelated absences, etc.) will be given the make-up for long quizzes. Special major exams are given one week after the administration of major exam. Class activities involving groups will have no more than 5 members. Concerns (grades, performance, activities, etc.) must be discussed properly with the subject teacher.

E. F. G.

H. I.

VII. REFERENCES Basic Textbook: Lehmann, D. and Winer, R. (2005). Product Management: SG: McGraw Hill References: Crawford, C.M. (2000) New Product Development, 6TH Edition, Singapore: McGraw Hill De Asis, K.V. (2007) Color Folders in the Mind: A Branding Story, Philippines: Dr. Karen V. De Asis Gorchels, L, (2006). The Product Managers Handbook. US: McGraw Hill Kahn, K., et.al. (2005). The PDMA Handbook of New Product Development. US: Wiley Web References: www.buildingbrands.com www.greenhome.org Other references may be required and/or provided as necessary.

Prepared by: Ms. Twinkle M. Amparo, MBA Chair, Marketing Department SY2010-2011

Endorsed by: Dr. Willington O. Onuh, Ph.D Dean, CBA