EXC 2504 Market Planning and Product Management - RE-SIT EXAMINATION


EXC 2504 Market Planning and Product Management - RE-SIT EXAMINATION

Responsible for the course
Sangeeta Singh

Department of Marketing

According to study plan

ECTS Credits

Language of instruction


    This course is designed towards providing an understanding of marketing planning which leads to developing strategies for successful product management. There are two parts to the course. The first consists of market planning where the focus is on analysis of information pertaining to a product’s environment, customers and competitors. The second part of the course builds on this foundation to familiarise students with the complexities of product strategy and management. Product strategy lies at the very heart of the firm’s overall strategy and must occupy a dominant role in the firm’s planning and actions. For this, an in-depth knowledge of the nature and practice of product management and strategy is necessary. Product management will be studied starting with the important theoretical foundations of product classification, buyer behaviour, product life cycle and product portfolios. Students will then be coached in the steps of developing new products and managing them from launch to growth to maturity to elimination. The overall thrust of this course is to make the student understand the link between market planning and product management.

    The course is based on the knowledge of marketing that the students have acquired from other marketing courses in their studies.

    Compulsory reading
    Lehmann, Donald R. and Russell S. Winer. 2005. Product management. 4th ed (International ed.). Boston: McGraw-Hill/Irwin

    Readings and cases to be handed out during the course

    Recommended reading
    Aaker, David A. 2010. Strategic market management. 9th ed. Hoboken, N.J. : Wiley. Ny utg ventet 3. feb 2010

    Course outline
    Part I: Market Planning
    1. Defining the competitive set
    2. Industry analysis
    3. Competitor analysis
    4. Customer analysis

    Part II: Product Management
    1. Theoretical foundations- product strategy, product classification, buyer behaviour, product life cycle, product portfolios
    2. Product management- launching new products, managing growth, managing mature products
    3. Product elimination

    Computer-based tools
    Computer-based tools are not used in this course.

    Course structure
    The course consists of 36 teaching hours, teaching is based on lectures, case studies, plenary discussions, group discussions and plenary guidance. The course requires extensive individual effort.

    The course is evaluated on the basis of a term paper in which students will be required to develop a market plan, design a product strategy or strategies based on the market plan. Students have to work in groups of 2-3 people to complete the term paper. The term paper has to be written in English.

    Examination code(s)
    EXC 25041 - Term paper which accounts for 100% of the grade in EXC 2504 Market Planning and Product Management, 6 credits.

    Examination support materials
    All support materials are allowed on the term paper.

    Re-sit examination
    Due to changes in our Bachelor Programmes from autumn 2009, there also will be changes in every single course. This course was taught for the last time in the spring semester of 2011. A re-sit exam will be offered every term including the spring semester of 2013.

    Additional information