MBNM651-PRODUCT MANAGEMENT ... Recap of product strategy- ... T-Product
Management, Donald R.Lehmann,Rusell S.Winer, fourth edition,Tata Mc.
MBNM651-PRODUCT MANAGEMENT
LESSON PLAN OBJECTVE: To develop analytical skill, decision making skill, team work, conceptual skill and communication skill through case discussion.
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TOPIC Introduction-Expectation from the student what they want to learn from this course. Recap of product strategyToyota case. If they don’t read and come ,let them read in the class QUIZ Marketing planning process, Category analysis Competitor analysis Customer analysis Market potential and sales forecast Management of energy bar-PLC Positioning: ambassador torchlight-Case Product mix: Apex tyres case New product-concepts household products Ltd-C-case Test Marketing –Household products-D CRM QUIZ Financial analysis Marketing metrics QUIZ FEEDBACK Total Hours
PAGENO R1(317-341) R2(372-467)
HOURS 2
R1(324)
2
T(26-95)
2 1
T(97-129)
1
T(139-175) T(187-217)
1 1
To be circulated R4(214-222)
2 2
R4(182-213) T(257-280) R4(175-181) R4(453-464)
2 2
T(414-472)
2 2 2 2 2
T(441-459) T(464-470)
2
30
LIST OF MINIPROJECTS: 1. Product life cycle 2. Product positioning 3. Product mix/line 4. Prodcut success 5. Product failures 6. Product strategic decision using BCG matrix 7. CRM using model 8. CRM retention strategies 9. Market potential and sales forecast using regression analysis 10. Customer analysis using conjoint or cluster analysis 11. Competitor analysis using GE Matrix 12. New product development 13. Product Testing - Visit to retail shop like Spencer, More, Rogers etc. Select the product/ manufacturing multi- Product Company. REFERENCES: 1.T-Product Management, Donald R.Lehmann,Rusell S.Winer, fourth edition,Tata Mc GrawHill,2009 2. R1-Marketing Management,Philip Kotler,Kevin LaneKeller,13th edition,PHI,2009 3. R2- Marketing Management, V.S.Ramaswamy, S.Namakumari,4th edition,Macmillan,2009 4. R4-Marketing Management Cases and Concepts, Nikileshdholakia,Rakesh Khurana,Labdhi bhandari,Abhinandankain,Macmilian,2007
Prepared by
Approved by
R.Shanmugam
S.Senthilkumar
Dr.Jayshree suresh
Co-ordinator
Head-Marketing
Dean/MBA
Co-Ordinator
Head-Marketing
Dean
