T4 2022
Course Title: Product Management
Course Code : MA4122
Program: Bachelor in Marketing
Department: Marketing
College: College of Business
Institution: Umm Al Qura University
Version: 2
Last Revision Date:
1/2/2023Course Specification
T-104
2022
2
Table of Contents:
Content Page
A. General Information about the course 3
1. Teaching mode ( mark all that apply)
2. Contact Hours (based on the academic semester) 3 B. Course Learning Outcomes (CLOs), Teaching Strategies and
Assessment Methods 5
C. Course Content 6
D. Student Assessment Activities 7
E. Learning Resources and Facilities 8
1. References and Learning Resources 8
2. Required Facilities and Equipment 8
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G. Specification Approval Data 9
3
A. General information about the course:
Course Identification 1. Credit hours: 3 2. Course type
a. University ☐ College ☐ Department ☒ Track ☐ Others ☐ b. Required ☐X Elective☐
3. Level/year at which this course is
offered: Level 10
4. Course general Description:
Product knowledge, as an essential issue in modern marketing, is critical for strategic decisions and operative decisions. The product policy and its interrelation with other marketing mix elements define the marketing management scenario. Product
management subject is focused since the beginning on strategic and operational marketing issues. Every single variable is to be reviewed from a global to individual perspective, but permanently focused on processes for taking decisions.
Furthermore, it is about establishing the product at market through managing the relationship with the consumer and creating a sustainable advantage over
competitors and competitive markets.
5. Pre-requirements for this course (if any): Integrated marketing communication, marketing management
6. Co- requirements for this course (if any): Principles Of Marketing 7. Course Main Objective(s):
The subject PRODUCT MANAGEMENT will provide the student with a general overview about the role played by the product and the product range in the marketing strategy and operational scenarios.
This course Product management helps the students to learn and apply skills that are required to introduce and launch of product. The tactical skills and necessary
strategies will help those students a lot when they are working in the professional field.
1. Teaching mode ( mark all that apply)
No Mode of Instruction Contact Hours Percentage
1. Traditional classroom 24 80%
4
No Mode of Instruction Contact Hours Percentage
2. E-learning 6 20%
3.
Hybrid
Traditional classroom
E-learning 4. Distance learning
2. Contact Hours (based on the academic semester)
No Activity Contact Hours
1. Lectures 30
2. Laboratory/Studio 3.
Field4. Tutorial 5. Others (specify)
Total 30
5
B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods
Code Course Learning Outcomes
Code of CLOs aligned with
program
Teaching Strategies
Assessment Methods
1.0 Knowledge and understanding
1.1
Understand and usefully apply a wide range of academic and practitioner approaches to the analysis of product and communications in different business sectors.
k1
• Case
based Teaching methodology adopted.
• Lecture will be a basic way to communicate
• End of the semester
assignment
evaluated by a presentation.
• Course teaching strategies will used by as study of case
Midterm Test Quizzed Case study and assignments assignments
1.2
Understand customer needs and competitive position and explain the process and issues associated with development of new products and how they are adopted by markets
k2
• Following Case based methodology and live Saudi Arabian examples
• Following by market visit and observe different kinds of
merchandising stranded
• By case
study and make new plan for new product
introduction
Midterm Exam
Assignments
Projects
…
2.0 Skills
2.1
Analyze specific problems and challenges in product management, and to devise sound and practical solutions to these problems;
Identify and target a market with a product or range while considering the commercial environment & the constraints of a particular products
s1
Classroom
discussio and brain storming
By discussion of topic that can be understand students’
leanings
6
Code Course Learning Outcomes
Code of CLOs aligned with
program
Teaching Strategies
Assessment Methods
2.2 Interpersonal Skills &
Responsibility
s2
Enhance Critical thinking of students by engaging students in small groups with some particular
assignment with related to topics
Evaluation skills must be in a group and individual task also.
3.0 Values, autonomy, and responsibility
3.1
Evaluate and enhance values in product development strategy, and customer base retention programs, so that the firm objective and goals may be achieved
v1
By lecture method and case-based teaching
methodology will be
adopted to
enhance the critical knowledge of strategic planning amongst the students
Midterm exam Case study and
assignments
3.2 ...
C. Course Content
No
List of Topics Contact Hours
1.
Chapter 1 Competition and product strategy 3
2.
Chapter 2 The product in theory and practice 3
3.
Chapter 3 Buyer behaviour 3
4.
Chapter 4 The product life cycle in theory and practice 3
5.
Chapter 5 Product portfolios 3
6 Chapter 6 The importance, nature and management of the new product development process
3
7 Chapter 7 New product strategy 3
8 Chapter 8 Idea management for new product development 3
9 Chapter 9 Screening new product ideas 3
10 Chapter 10 Concept development and testing 3
Total 30
7 D. Students Assessment Activities
No
Assessment Activities *
Assessment timing (in week no)
Percentage of Total Assessment Score
1. Assignment 1 2
%10
2. Assignment 2 4
%10
3. Midterm 6
20%
... Case Study 8
% 10
participation
10%
Final exam
40%
*Assessment Activities (i.e., Written test, oral test, oral presentation, group project, essay, etc.)
8
E. Learning Resources and Facilities 1. References and Learning Resources
Essential References
Product Strategy and Manag_p2, 2/E Mr Michael Baker, University of Strathclyde Susan Hart, University of Strathclyde
ISBN-10: 0273694502 • ISBN-13: 9780273694502
©2017 • Pearson • Paper, 560 pp
Supportive References Anne Coughlan, Erin Anderson, Louis Stern and Adel El-Ansary, Marketing Channels, Seventh Edition, Pearson, 2006
Electronic Materials
https://www.pdfdrive.com/retail-store-management- d47690441.html
Other Learning Materials Lecture Note
2. Required Facilities and equipment
Items Resources
facilities
(Classrooms, laboratories, exhibition rooms, simulation rooms, etc.)
Lecture rooms are availavable
Technology equipment
(projector, smart board, software)
Data show are available in all lecture rooms
Other equipment(depending on the nature of the specialty)
Smart boards are required
F. Assessment of Course Quality
Assessment Areas/Issues Assessor Assessment Methods
Effectiveness of teaching
Chair, Students, External Stakeholders
Department and quality committee
Open discussions with the students
Anonymous surveys
9
Assessment Areas/Issues Assessor Assessment Methods
Effectiveness of students assessment
Chair, Students, External Stakeholders
Department and quality committee
Checking marking by the
students themselves if it’spossible
Using the help of other members in reviewing the assignments/exams
Quality of learning resources
Chair, Students, External Stakeholders
Department and quality committee
Review of course portfolios
Instructor assessment by students
The extent to which CLOs have been achieved
Chair, Students, External Stakeholders
Department and quality committee
Course specifications are periodically reviewed at the departmental level.
Courses are updated periodically and compared to the benchmark standards.
Other
Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)
G. Specification Approval Data
COUNCIL
/COMMITTEE MARKETING DEPARTMENT REFERENCE NO.
DATE 5/02/ 2023
