Product Management - MNGT8359

The long-term competitive position of most organisations is tied to their ability to innovate - to provide existing and new customers with a continuing stream of new products and services. Indeed, new products are essential for maintaining profitability, and truly innovative firms can earn rewards. If a product, however, is not managed carefully throughout its life cycle, the firm may never realise the full potential of that product. Accordingly, in this course, we will talk about innovation and its role in market dynamics, generating and testing new product concepts, assessing consumer acceptance of new products, and management over the product life-cycle. While traditional product management courses stress consumer products such as soaps and cookies, we will also discuss product management issues in industrial and hi-tech settings.