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Lecturer(s)
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Konečná Jana, doc. Ing. Ph.D., MBA
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Course content
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Definition of the role of product management with its tasks and objectives. Integration of product management into different product development models and its interfaces to other roles and areas in the company. Requirements and market analysis and ways to generate new product ideas. Product portfolio management Development and derivation of an appropriate product development strategy and product roadmap. Influence in the product marketing mix and establishment of marketing strategies. Participation and influence in the product development process and product life cycle. Product launch opportunities and subsequent control.
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Learning activities and teaching methods
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Discussion, Multimedia supported teaching, Students' portfolio, Group discussion, Task-based study method, Individual study, Students' self-study, Self-study of literature, Practicum
- Team project (50/number of students)
- 30 hours per semester
- Contact hours
- 39 hours per semester
- Preparation for an examination (30-60)
- 25 hours per semester
- Undergraduate study programme term essay (20-40)
- 25 hours per semester
- Presentation preparation (report in a foreign language) (10-15)
- 11 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowledge of the marketing basics and company marketing management. |
| learning outcomes |
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| to apply the theoretical basics of product management and management of a company |
| to know possible product strategies and the gates and phases of the product development cycle |
| to understand and clarify the role of analysis and evaluation of suitable markets for product launches |
| Skills |
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| to apply product strategies and to elaborate the assigned case study |
| to present (defend) the results of the elaborated case study and results of team projects |
| to actively find examples for comparison of a given economic situation of product launch |
| Competences |
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| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
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| Task-based study method |
| Group discussion |
| Self-study of literature |
| Discussion |
| Skills |
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| Students' portfolio |
| Seminar |
| Competences |
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| Seminar |
| Students' portfolio |
| Task-based study method |
| Group discussion |
| Self-study of literature |
| Discussion |
| assessment methods |
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| Knowledge |
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| Seminar work |
| Written exam |
| Skills |
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| Skills demonstration during practicum |
| Group presentation at a seminar |
| Competences |
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| Skills demonstration during practicum |
| Seminar work |
| Group presentation at a seminar |
| Written exam |
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Recommended literature
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Belliveau, Paul; Griffin, Abbie; Somermeyer, Stephen. The PDMA toolbook for new product development. New York ; Wiley, 2002. ISBN 0-471-20611-3.
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Cooper, Robert G. Winning at new products : accelerating the process from idea to launch. 3rd ed. New York : Basic Books, 2001. ISBN 0-7382-0463-3.
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Kotler, P., Keller, K., L. Marketing management. Noida: Pearson, 2018. ISBN 978-93-325-5718-5.
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Vacek, Jiří. Evaluation of the new product development and R&D projects. AEDS 2007 : workshop : proceedings : 26-27 October. 2007.
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