OUR ACADEMIC DEPARTEMENTS |
Lesson details
BECOMING A GOOD PRODUCT MANAGER | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S1S2-MKT-MA-EE22UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S1S2 | EnEnglish |
Academic responsibility | P.DAILLY |
---|---|
Lecturer(s) | Philippe DAILLY |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
Good knowledge of Marketing Management – Master level students only. Abilities to work in a transcultural environment
Learning outcomes
At the end of the course, the students should be able to:
Understand the overall management of a product / brand
- Evaluate the main product management approaches
- Understand the problems product managers are facing in their companies
- Handle the main tools of marketing management from the product strategy formulation to marketing-mix implementation
- Write and plan the main memos used in marketing oriented companies such as the brand review, briefs, marketing plans
- Work with external partners linked to the product management (such as Market research/ Surveys institutes, Ad agencies.)
Course description
Reminders on major marketing concepts,...., Coworking with external agencies ( packaging brief, copy-strategy, ...).
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent study | |||
Estimated personal workload | 12,00 | ||
Group Project | 12,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Total student workload | 40,00 |
Teaching methods
- Group work
- Interactive class
- Project work
Assessment
Product launching plan made in groups
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Continuous assessment | |||
Oral presentation | 0,50 | 1 | 20,00 |
Participation | 18,00 | 1 | 10,00 |
Others | |||
Individual Project | 1,00 | 1 | 70,00 |
TOTAL | 100,00 |
Recommended reading
- Marketing Management, 14th ed Pearson Education, Prentice Hall, 2011 - Philip Kotler -
- Marketing Plan Handbook and marketing Pro, 2/e, 2005 - Marian Burk Wood -
- Marketing: Real People, Real Decisions Solomon Marshall Pearson Education -
Internet resources
- IESEG Online
on-line document on the intranet
* This information is non-binding and can be subject to change