Republic of the Philippines

CAPIZ STATE UNIVERSITY

Fuentes Drive, Roxas City, Capiz, Philippines
Tel. No. (036) 6214-578 Fax No. (036) 6214-578
website: www.capsu.edu.ph email address: roxas@capsu.edu.ph

COLLEGE OF MANAGEMENT
Bachelor of Science in Business Administration
Preliminaries
Module Title: PRODUCT MANAGEMENT
Course Title: PRODUCT MANAGEMENT
Course Number: MM 314
Course Description: The course discusses product management and typically deals
with all of the end-to-end aspects of a product or product line including product
profitability, the role may be split into closely related functions Product marketing,
program management, and project management.
Total Leaning Time: (3 hours lecture/week) 54hours
Pre-requisites: Principles of Marketing

Overview:
Have you ever wondered how products, may it be goods or services were created and
made available in the marketplace? What do you think are the different processes and stages in
making a particular product? Are there any persons or department responsible for every single
development of a certain offering? How are the activities related to product planning and
development even possible?
Product Management is the key to unlocking all these questions. It encompasses the
whole range of activities pertaining to product planning and management. In product planning,
we include the basic corporate plan and marketing plan from which the product plan emerges.
In the product plan, we consider product strategies like product line length, product line depth,
and line stretching, both upwards and downwards. Moreover, it also considers the product life
cycle, and strategies followed at each stage of the life cycle.
Generally, this module will help us find out how product management works. How it
acts as the hub of product and market information for different departments such as Sales,
Marketing, Management, and other parts of the company. It will also cover the basic concepts
of a product, the classification, components and product enhancement strategies, the existing
relationship between product line and product mix as well as the steps on how to manage new
product opportunities. Moreover, topics such as the strategic role of product management,
brand and positioning, product development, managing service as products, product
positioning and repositioning, additional product considerations, the new product development
and planning, and product skills for a product manager will be discussed in this module.
Learning Outcomes:
1. Recognize the definition, classification, components, and product enhancement
strategies;
2. Identify the impact of branding, packaging, and labeling;
3. Recognize the factors in effective Packaging Decision and its benefits; and
4. Explain product line and product mix as well as its decisions.

Accredited: Accrediting Agency of Chartered Colleges and Universities of the Philippines (AACCUP)
Member: Philippine Association of State Universities and Colleges (PASUC)
Agricultural Colleges Association of the Philippines (ACAP)
 Republic of the Philippines
CAPIZ STATE UNIVERSITY
Fuentes Drive, Roxas City, Capiz, Philippines
Tel. No. (036) 6214-578 Fax No. (036) 6214-578
website: www.capsu.edu.ph email address: roxas@capsu.edu.ph
Indicative Content:
I. Product: Basic Concepts
a. Definition, classification, components & product enhancement strategies
b. Branding, Packaging, and labeling
c. Factors in Effective Packaging decisions and its benefits
d. Product line and product mix

Accredited: Accrediting Agency of Chartered Colleges and Universities of the Philippines (AACCUP)
Member: Philippine Association of State Universities and Colleges (PASUC)
Agricultural Colleges Association of the Philippines (ACAP)