Marketing and Product Management

Course contents
  • - Creating a marketing plan: market assessment, opportunity statement, competitve evaluation, market segmentation, segment evaluation, targeting
    - Product differentiation: relative competitive position, differentiation ability and potentials, SWOT-Analysis
    - Positioning: strategy and positioning statement;
    - Implementation planning and execution: prioritization, product definition, performance, value
    - decisions of product policy during different stages of the product life cycle (innovation, differentiation, variation, elimination);
    - important theories, tools and models: product life cycle, product positioning, capital and recources budgeting, Go to action planning, financial resources and controlling of success