Project manager

CONTNET OF COURSEPRODUCT MANAGEMENTPart I: PRODUCT MANAGEMENT AND MARKETING9.2Lecture 1: Introduction into product managementContent: characteristics, content, functions and organisation, importance and role in marketing, etc. Seminar 1: Introduction, description of tasks and content.Homework: Create groups for preparation of semester paper and tasks for seminar. Choose product, which will be the content of semester paper and preparation to seminars.16.2Lecture 2: Organisation of product related decisionContent: Product manager and its role – product manager function, brand manager, its role in company, main task, organisation and evaluationSeminar 2: Knowledge of goods as precondition for market success.Content: Discussion about product strategy impacts of newspaper articles23.2Lecture 2: Product manager and its positionContent: Product manager and its role – product manager function, brand manager, its role in company, main task, organisation and evaluationSeminar 3: Team roles and work plan preparation.Content: Belbins team roles and Gantt diagram2.3Lecture 4: Theoretical background and instruments in product management – market environment and public interest, trade and product policySeminar 4: Use of product analysis tools and instrumentsContent: Examples of use of matrixes and other marketing instruments.Part II. INTERNAL TASK OF PRODUCT MANAGEMENT9.3Lecture 5: Product related decision and overall company strategyContent: Overall situation of company, market competition, competitive strategy of company, company vision and company goals. Analysis of existing products and theirs links to company strategy.Seminar 5: Product competition and market environmentContent: Competition and complementary product producers on the market – with movie included 16.3Lecture 6: Portfolio and branding decision processContent: Brand strategy, brand name search, different brand types, brand development, brand equity, trademark, intellectual property rights and its use, brand sponsoring, independent brands. Seminar 6: Portfolio analysis and creation of new brandContent: Case study with task for creation about new brand23.3Lecture 7: Production and pricing aspects of product related decisionsContent: Production process, classification of production, impact on product strategy and product supply, production capacity and capacity planning, mass customization and its use.Seminar 7: Capacity and mass customization planningContent: Case study about alternatives by production and capacity planning and impact on product related decision.30.3Lecture 8: Innovation as way to improve competitiveness (Knošková)Content: Importance of innovation in modern economy, typology and classification of innovation, impact of innovation on societySeminar 8: Product innovation process in market environmentContent: Importance of innovation in market survival – case study Swatch.6.4Lecture 9: New product management – product innovation (Knošková)Content: Development of new product, innovation process, new product diffusion.Seminar 9: Innovation, innovation process.Content: Case study IdeoPart III. EXTERNAL TASK OF PRODUCT DECISIONS13.4Lecture 10: Customer segmentation and product oriented market researchContent: Innnovation approaches to innovation.Seminar 10: Customization of product portfolio for specific target segmentContent: Case study with example about different consumer types and way of it approach20.4Lecture 11: Intellectual property rights and its product related protectionContent: Protection of intellectual property, strategy of intellectual property, increase of value of the product, different types of intellectual property and its requirements. .Seminar 11: Intellectual property right - legal casesContent: Case study about existing misuse and counterfeiting of intellectual property.27.4Lecture 12: Product communication in publicContent: Marketing promotion and different instruments, promotion strategy and goals of marketing communication, different aspects of communication and advertising, quality in communication and promotion.Seminar 12: Product in advertising.Content: Different forms of product communication, decision about product advertising and sales promotion, use of public relation for product.4:5Lecture 14: Cooperation in product commercialization –Content: the role of product in market success, evaluation and further development of product management. .Seminar 13: Evaluation of courseContent: Homework feedback, presentation of semester papers, feedback, final evaluationTIME SCHEDULEAccording the number of participants, period of lectures and seminars and work duties of lecturers, time schedule can change.Exam and evaluation CREDIT AND EXAMExa m form Name of exampartDeadline MaximumpointsMinimumrequirementsA Semesterproject Preparation ofprojectBeforeexam35 18B Projectpresentation Presentation ofproject contentand resultLast twoweeks ofsemester20 11C Essay Paper End ofsemester15 8D Written exam Closed, openquestions andexamples Writtenexam30 16Summe 10051 Requirements for study- Participation at 40 semester hours at least- Students which will participate on at least on 20 hours of seminars (10 weeks) must not take part on written exam (part D of exam). Their final result will be calculated from three other part of exam (points * 1,42)A) Semester paperName of semester paperProduct related decision process for selected product in selected industry from selected company•Paper will be prepared by group of 3-4 persons representing at least students from two countries or of two different mother languages. One member is selected as team leader and is responsible for organization and co-ordination of work on project. This person is as well communicating problems of elaboration with lecturer.•Team works on paper whole semester•Paper should have about 6 pages per one team member, approximately 15-30 pages whole.•Team leader based on agreement with other members can propose unequal distribution of points for member working more (or less) on preparation of paper (i.e. 2 students + 2 and 2students -2 points to paper evaluation.•Content of semester project creates for individual student part of knowledge for written exam.•Semester paper is based on answers on question and task set by material available on internet.•It is obligatory submit one printed form of semester paper. It is recommended to provide one copy in electronic form (per e-mail of on DVD/CD disc).•Deadline for submission of semester paper is before written exam. Paper will be evaluated in three weeks!!!Paper evaluation criteria9•Information value - used sources of information and quantityof obtained information•Analytic part, use of instrument and tools, analysis of situation11•Strategic part, proposals, results, personal value added114•Formal outlook and form of presentation, principles ofprinting, citation, language qualitySumme 35B) Presentation of semester paper•Semester paper presentation takes part during last two week of semester on seminars.•Presentation aim is elaborate content of paper and present in interesting form.Presentation should inform about preparation and content of paper, main findings bysituation analysis and proposal for improvement.•One paper can be presented only once by whole team or its part. Every member of presentation must participate actively in presentation. Team mebers who will notparticipate in presentation must pass other form of exam.•Team must decide if they will present paper until 7 week of semester. Later is application for presentation not possible only change from presentation to alternative form.•Time for presentation is among 20-30 minutes according the number of presented papers and time available for presentation.•For presentation will be basic equipment available (notebook , projector).Evaluation criteria of presentation•Formal form of presentation- quality of prepared materials 67 •Internal quality of presentation -ability point out most important and most interesting paper findings and results, ability react on question and comments7 •Personality – individual appearance of person- presentation, behaviour,individuality, personalityC) Essay – Group dynamics in international team 15 points •Goal of essay is reflection of experience and knowledge obtained during preparation of semester paper in group. Student should analyse participation of each student to teamwork, roles of different students and their support for success. They can look at differences inapproach of students from different nations. Essay is prepared by individual person and describes the team work and team dynamics.Characteristics and requirements:•Essay is text combining the literature and expert view. Using scientific terminology, theoretical views and expert knowledge it should literary inform about writer opinions,view and perception of presented topic. Personal reflection of knowledge and obtainedinformation is crucial for quality of an essay. In this case essay presents writers personal perception of future of product market, which was content of the semester paper.•Optimal size of essay is 5-7 text pages. For the purpose of evaluation is required keep the proposed formal form of paper.D) Written exam 30 points • Trial test: Use and application of theoretical knowledge, definitions, terms, typology etc.• 10 questions per 2 points20 points • Example : example for use of product management or product analysis instrument• 1 question- example – 10 pointsEVALUATION:nevyhovel –did not pass 21 points for semester paper, or30 points for written or oral exammarks are in accordance with overall principles used by University of EconomicsAll MATERIALS AND INFORMATION NECESSARY FOR EXAM PREPARATION ARE OR WILL BE AVAILABLE AT INTERNET PAGE OF SUBJECT. ABOUT ADDITIONAL INFORMATION CAN STUDENT BE INFORMED FROM INTERNET PAGE, OR FROM THE TEACHER!• Expert and scientific value, selection of resources and ability use theresources, use of terminology and knowledge6 points • Literature level of paper, personal impact, reflection, argumentation value, and ability6 points• Formal outlook of paper , keeping the formal outlook, printing quality,language quality, citation and references3 points • Sum15 points。