Objectives and competences
In this course students:
1. Systematically enhance their theoretical knowledge in the field of marketing and can apply it, especially in the field of marketing products and in the field of digital marketing in the context of products.
2. Gain the ability to apply their theoretical knowledge in complex practical problems in the field of development and management of existed and new products, among them also digital products.
3. Acquire an analytical approach to the analysis of the product life cycle and can critically evaluate it.
Content (Syllabus outline)
1 INTRODUCTION
- Environmental forces and product management
2 KEY CONCEPTS
- digital marketing definition
- products in digital world
- product management
- management of product forms
- products, other marketing activities and other business functions
3 CLASIFICATIONS OF PRODUCTS
4 METHODS IN PRODUCT MANAGEMENT
- SWOT analysis
- product life cycle concept
- portfolio analysis
- other analysis (conjoint, cluster, factor ...)
5 PRODUCT ELEMENTS
- design, - packaging, - brand, - value, - quality, - image, - product range
6 NEW PRODUCT DEVELOPMENT
- new product development system
- phases of new product development
- digital products
7 PRODUCT MANAGEMENT IN THE FRAME OF PRODUCT LIFE CYCLE CONCEPT
8 PRODUCT ELIMINATION
9 PRICING OF PRODUCTS
10 DIGITAL MARKETING COMMUNICATION
- digital advertising
- digital media
- digital sales promotion
- digital public relations
Learning and teaching methods
- ex-catedra lecturing;
- interactive lecturing;
- case studies;
- seminar projects;
- field work;
- team work
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding:
Students:
1. Acquire comprehensive knowledge in the area of marketing products specialization.
2. Can explain basic concepts and interconnections in the field of marketing products.
3. Develop skills to review the gained results in the field of products positions in the market.
4. Learn how to analyse and synthesise different approaches in marketing products with changing conditions.
5. Can upgrade and design further analysis regarding product positions on the market.
6. Are aware of personal and professional responsibility in marketing products.
Intended learning outcomes - transferable/key skills and other attributes
Development of knowledge and understanding:
Students:
1. Acquire comprehensive knowledge in the area of marketing products specialization.
2. Can explain basic concepts and interconnections in the field of marketing products.
3. Develop skills to review the gained results in the field of products positions in the market.
4. Learn how to analyse and synthesise different approaches in marketing products with changing conditions.
5. Can upgrade and design further analysis regarding product positions on the market.
6. Are aware of personal and professional responsibility in marketing products.
Cognitive/Intellectual skills:
Students:
1. Get the ability to search for and synthesize new information from the field of marketing products in literature and praxis and to place them in appropriate professional frame.
2. Can identify key aspects of problem from different viewpoints and are able to find solutions.
Key/Transferable skills
Students:
1. Further develop skills and expertise in the use of knowledge in marketing products.
2. Develop skills in the use of digital marketing knowledge.
3. Upgrade the ability to become an autonomous learner.
4. Upgrade the ability to apply information technology.
5. Upgrade the ability for teamwork and team leadership.
6. Further effectively develop their communication skills to effectively solve conflicts.
7. Can select and manage information with minimal guidelines.
Practical skills:
Student:
1. Can act autonomously with minimal guidelines and supervision.
Readings
Obvezni:
Aleksandra, Pisnik. 2021. Marketing izdelkov. Maribor: EPF, Univerza v Mariboru (e-gradivo v Moodlu)
Nabor znanstvenih člankov s področja digitalnega marketinga, naložen kot e-gradivo v Moodlu
Dodatni:
Baker, Michael in Susan Hart. 2017. Product Strategy and Management. London: Prentice Hall. (priporočeno študijsko gradivo) (recomended literature)
Avlonitis, George J and Papastathopoulou, Paulina. 2006. Product and Services Management (priporočeno študijsko gradivo) (recomended literature)
Additional information on implementation and assessment - active work in class;40%
- written exam; 60%
Written exam can be substituted with two tests during the study semester.
