Upon the completion of the course, students will have knowledge of the theoretical background and the main practices related to brand and product management when striving to create, communicate, and deliver customer value in various business contexts. Students will acquire a holistic skillset for combining the efforts of both internal and external partners in order to support the planning and implementation of commercializing and capitalizing offerings. Adopting these skills requires an analytical and result-oriented mind set as well as creative ability to identify key customer and competitive forces and take advantage of them.
The course comprises lectures, independent work and group assignments on the basic principles and real-life cases relating to the role and the function of a product manager, a category manager or a brand manager.
By leveraging this managerial perspective, the course provides students with a kaleidoscope view on the following sub-themes: market research and analysis; new offering development; planning and implementing advertising; planning and implementing promotion; international marketing; internal marketing; sales and distribution channel management; managing related service-provider networks.
Students will present their assignment solutions and discuss the practical managerial implications, while getting feedback from peers, course staff and marketing practitioners.
This course is based on a group-learning methodology, which requires cooperation among students and individual commitment. The aim of this course is to improve students’ cognitive abilities, critical evaluation of the given task and ability to work with others. For two months students will simulate to work in different marketing departments.
Students are required to:
- Attend at least 75% of the classes in order to participate actively in the work group and business testimonials, in order to put into practice the knowledge acquired
- participate actively in class case discussions, general discussions in order to develop the collective learning process
- read papers in advance and contribute to the discussion at the end of students’ presentation;
- write case study reports in groups and deliver for reviews to activate the skills related to the topics
For attending students
1. Group/individual assignments during the course (60 % of course grade)
2.Final examination (40 % of course grade, based on the course textbook and the other course readings)
For non-attending students
Written exam with open-ended questions
Course's attendance is not compulsory but highly recommended. In the case in which the course will be taught completely or partly on distance, the course syllabus will be slightly or significantly changed to make it suited for online teaching and learning.