Product Management

Lecturer:

Tutor:

Supervisor:

Department of Management and Economics

Synopsis:

Study deals with product brands, symbols, design and concurrent power, and theirs combination, needed for identification of the products and to differentiate them from those competitors. Positioning product brands on the market make possible that consumers perceive differences among product brands in a product category.

Requirements:

Teaching takes place through regular consultations. Requirements are specified for the test course syllabus

Syllabus of lectures:

Concept of product marketing. Portfolio analysis. Market forecast. Production, price and promotion. Sales force and distribution. Market research studies. Research and devel-opment. Market shares. Product brands posi-tioning on the market. Introducing new brand. Relationship between product charac-teristics and perceptions. Benchmarking.

Syllabus of tutorials:

Consultation form

Study Objective:

Study materials:

-Aaker A." Building Strong Brands, Free Press, New York 1996

-Davis S., Dunn M.: Building the Brand Driven Business, John Wiley & Sons, New York 2002

-Dolanský V.: Marketing, Vydavatelství ČVUT v Praze, 2005

-Kotler P., Keller L.: Marketing Manage-ment, Prentice Hall, New Jersey 2006

-Kotler P.: Marketing Management, Grada Publishing, Praha 2001

-Pallmer S., Weaver M.: Úloha informací v manažerském rozhodování, Grada Pub-lishing, Praha 2000

-Tomek G., Vávrová V.: Střety marketin-gu, C.H.BECK, Praha 2004

Note:

Time-table for winter semester 2011/2012:

Time-table is not available yet

Time-table for summer semester 2011/2012:

Time-table is not available yet

The course is a part of the following study plans: