Product Management Syllabus Product Management MK 4620 Spring 2011

Transcription

1 Product Management Syllabus Product Management MK 4620 Spring 2011 Note: This is a sample syllabus for reference of Cairo University faculty member. Please contact Professor Hassan El Alfy for more information. TEXT and REQUIRED READINGS: New Products Management, Merle Crawford and Anthony DiBenedetto, 10 th edition, ISBN# COURSE DESCRIPTION AND OBJECTIVES: Product Management. Prerequisite: Mk Bcom Requires a 2.5 GSU GPA and 45 semester hours. The objective of this course is to familiarize students with applications of relatively recent new product planning techniques. The course will emphasize the use of market research data and marketing models for new product development and management. The main topics to be covered in this course are idea generation, concept evaluation, optimal product design, test marketing, product positioning, market segmentation, market share estimation, product packaging, advertising testing, pricing, brand name selection, brand equity, and global product planning. COURSE SECTION POLICIES ATTENDANCE AND PREPARATION: Because there is considerable material to be covered and this class meets only once per week, we will move at a rapid pace. Thus, attendance is very important -- you are expected to attend and be thoroughly prepared for each class. Absenteeism or lack of preparation will adversely affect your grade. A special word to VA students: Due to required University oversight of students receiving VA benefits, you have a special burden of faithful class attendance. Under present guidelines, absence for a ten-consecutive calendar day period necessitates a report to that effect to the VA Office at GSU, with (presumably) a consequent adverse effect on your status vis-a-vis the U.S. Government. Please keep this in mind. DISABILITIES OR SPECIAL NEEDS: Students who wish to request accommodation

2 for a disability may do so by registering with the Office of Disability Services. Students may only be accommodated upon issuance by the Office of Disability Services of a signed Accommodation Plan and are responsible for providing a copy of that plan to instructors of all classes in which accommodations are sought. Please let me know if you have a disability or special need that requires accommodation. MISCELLANEOUS POLICIES: Show respect for the instructor and your classmates: Be punctual for class - when you re tardy, you miss important course announcements and you disrupt the learning process for others. If you do arrive late, enter and take a seat quietly. Be courteous -- do not engage in behaviors that disrupt the class. Turn off cell phones and pagers and use a computer only to access course materials. Participate in class discussion and group activities, but don t interrupt other students or attempt to dominate the conversation. Stay focused on the assigned topic. MAKE-UP EXAMINATIONS: Generally, make-up exams are not allowed. A student who is ill or otherwise knows that he or she will not be able to attend a scheduled examination should notify the professor prior to the examination of the reason for the expected absence. GSU ACADEMIC HONESTY POLICY: Abstracted from Student Handbook Student Code of Conduct Policy on Academic Honesty at Behavior consistent with College and University policies on academic honesty and treatment of members of the University community is expected of all. Cheating, plagiarizing, submitting the material for credit in more than one class, and other deceptive conduct with respect to a student s work output will be dealt with according to the University Policy on Academic Honesty. Plagiarism and misrepresentation of work are serious offenses, which can lead to expulsion and a grade of F for the course. Plagiarism includes, but is not limited to, taking material from any source written by another and presenting it as your own by failing to indicate full and accurate attribution to the correct author/creator. This includes marginally altering material taken from another source and calling it your own creation.

3 Plagiarism includes materials taken from internet sources. Proper citation requires quote marks or other distinctive set-off for the material, followed directly by a reference to the source. The source details may be in the footnotes/endnotes/references section, but only listing a reference without proper indication in the text is not proper attribution and can be considered plagiarism. Misrepresentation of work includes, but is not limited to, presenting material that was prepared for another class or outside work as an original work product that was produced for this class. All work turned in for this class is represented by the student(s) to be original material prepared in fulfillment of this course s requirements. ACADEMIC HONESTY (for all MBA-Prefix courses): All university and college regulations concerning academic honesty shall apply. In general, students are expected to recognize and uphold standards of intellectual and academic integrity. The university assumes as a minimum standard of conduct in academic matters that students be honest and that they submit for credit only the products of their own efforts. It is particularly important that students read and understand the portions of the University Policy on Academic Honesty that relate to plagiarism, unauthorized collaboration, falsification, and multiple submissions. The University Policy on Academic Honesty is explained in detail in the student handbook, On Campus, available online at This Policy represents a core value of the University. All members of the University community are responsible for knowing and abiding by its tenets. Students are expected to carefully review the online Policy prior to undertaking any research or other assignments. Students are encouraged to discuss freely with faculty any questions they may have pertaining to the provisions of the Policy on Academic Honesty prior to submitting assignments. Lack of knowledge of the contents of the University Policy on Academic Honesty is not an acceptable defense to any charge of academic dishonesty. (emphasis added) GSU WITHDRAWAL POLICY: A student who withdraws prior to the midpoint in the semester or term will be awarded a W. A student who withdraws after the midpoint will automatically receive a WF. You are responsible for understanding and adhering to the W limit policy which is described at

4 STUDENT ASSESSMENT: Your constructive assessment of this course plays an indispensable role in shaping education at Georgia State. Upon completing the course, please take time to fill out the online course evaluation. ASSIGNMENTS AND EVALUATION CRITERIA EXAMINATIONS: There will be three exams during the course of the semester (including a non-comprehensive final). The exams will consist of multiple choice and short answer questions. Each test will account for approximately 18% of the course grade (the three tests combined account for 55% of the course grade). ASSIGNMENTS AND PROJECTS: There will be a case study (individual) and project (group) for the class. The case study will come from the textbook and will account for 10% of the course grade. The group project will be to create a new product concept and its marketing plan. This group project will account for 25% of the course grade. More details on the case study and group project will be provided in separate documents. PARTICIPATION: Class attendance and your evaluations by your fellow group project members will determine the participation grade. It will account for 10% of the course grade. GRADING POLICY: The following grading scale will be used to calculate final grades: A+ (98-100%), A (93 97%), A- (90-92%), B+ (87-89%), B (83-86%), B- (80-82%), C+ (77-79%), C (73-76%), C- (70-72%), D+ (67-69%), D (63-66%), D- (60-62%) F 59 or below. Exam 1 18% Exam 2 19% Exam 3 18% Case Study 10% Project 25% Participation 10% TOTAL 100%

5 INCOMPLETE GRADES: We do not give incomplete grades in this course, except for cases where a student missed the final examination for an excusable reason. According to GSU policy, the grade will automatically be converted to an F if it is not removed by the end of the second academic term after the I is assigned. TENTATIVE COURSE SCHEDULE The course syllabus provides a general plan for the course; deviations may be necessary. Date Topic Chapter(s) January 12 Course Overview & Introductions Product & Brand Management Customer-Based Brand Equity Lecture & Powerpoint Only January 19 The Strategic Elements of Product Development The New Products Process Project and Case Study Overview/Formation of Project Groups Chapter 1 Chapter 2 January 26 The New Products Process Opportunity Identification and Selection Chapter 2 Chapter 3 February 2 Creativity and the Product Concept Finding and Solving Customers Problems Chapter 4 Chapter 5

6 February 9 Exam 1 February 16 Analytical Attribute Approaches: Perceptual Mapping Analytical Attribute Approaches: Trade Off Analysis Chapter 6 Chapter 7 February 23 March 9 Concept Evaluation System Concept Testing Concept Testing (cont) Sales Forecasting and Financial Analysis Chapter 8 Chapter 9 Chapter 9 Chapter 11 March 16 Sales Forecasting and Financial Analysis (cont) Product Use Testing Chapter 11 Chapter 15 March 23 Exam 2 March 30 April 6 April 13 Implementation of the Strategic Plan Brand Positioning Case Study Due Today Product and Brand Strategy Building & Measuring Brand Equity Building & Measuring Brand Equity (cont) Designing and Implementing Branding Strategies Chapter 17 Powerpoint Slides Powerpoint Slides PowerPoint Slides

7 April 20 Group Project Presentations TBD Exam 3 (Final Exam)