Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Duration
Contact Hours
Campus
Prerequisite
Corequisite
One semester
36 hours over the semester, normally 3 hours per week
Lilydale, Online, Singapore
LBM100
Credit Points: 12.5 Credit Points
Formerly known as LBM300 Product Management / MAR30 Product Management (Online) Co-badged with MAR270 Product Management (Online) This is a prescribed unit of study in the Business Major/s. It may also be undertaken as a unit of study in any other Swinburne degree program, subject to the prerequisite and degree requirements.
Students enrolling in this unit come prepared with an understanding of basic marketing concepts and behaviour from first year studies which, for the major, have been enriched with later units such as Survey Research Methods, Marketing Behaviour and Integrated Marketing Communications. The objective of this unit is to enable students to apply their learned marketing knowledge to the specific areas of both Product Development and Product Management. Specific objectives address innovation, product development and product management issues from a marketing management approach (that is to say, with a lesser emphasis on other approaches such as economic, technical or purely creative - these areas are not ignored but are treated as contributory disciplines).
This unit will be taught in a variety of modes including face to face, online, distance and blended modes. Delivery of this unit may be through a mixture of lectures, tutorials, laboratories, seminars and online.
Minor assignment 15-25%Major assignment 30-40%Final exam 40-50%
Swinburne University aims to produce higher education graduates who are capable in their chosen profession. Learners bring a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes. Within this context it is the intent of LBM207 that students will continue to develop the following key generic skills:• teamwork skills• analysis skills• problem solving skills• communications skills• ability to tackle unfamiliar problems • ability to work independently
Topics include:• The meaning, importance and function of the product management role in business today• The impact of product management practices on the development of goods and services based products• The range of concept-generating techniques used for new product development• The means of evaluating new product ideas• Preparation of a product, a product launch plan and its importance as a marketing control tool for new products, product maintenance and product 're-launches'• The importance of product positioning within the target marketing process, branding, packaging and the importance of successful working relationships with advertising, marketing, research, promotion agencies, etc. in the product management process• International aspects of product management• The importance of successful working relations within the organisation, particularly with sales, production, supply and research and development, in the product development process
Baker, M & Hart, S 2007, Product Strategy and Management, 2nd edn, Prentice Hall, Harlow.
Crawford, C.M., & Di Benedetto, C.A., 2008, New Products Management, 9th edn, McGraw-Hill Irwin, Illinois.Lehman, D.R,. & Winer, R.S., 2002, Product management, 3rd edn, McGraw-Hill Irwin, Illinois.Riezebos, R., 2003, Brand management - a theoretical and practical approach, Prentice Hall, Gosport.
