Vision: Truth and Goodness in Man and for Mission: Produce through a responsive curriculum

all others through Education. Tomas Del Rosario College morally upright, committed and competent
Capitol Drive, San Jose, Balanga City graduates capable of meeting the growing
Tel No: (047) 237-3115; Tel No: (047) 791-6082 human resources needs in the profession,
government, business, industry and home.

Department: BUSINESS ADMINISTRATION

Second Semester AY: 2022-2023

I. Course Code: II. Course Title: Product Management

Mktg 106
III. Course Credit: Three (3) units IV. Prerequisite:

V. Course 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 review from a
global to individual perspective, but permanently focused on processes for taking decisions.
Program Educational Objectives:
A graduate of a business administration degree should be able to:
1. Analyze the business environment for strategic direction
2. Prepare operational plans
3. Innovate business ideas based on emerging industry
4. Manage a strategic business unit for economic sustainability
5. Conduct business research
Student Learning Outcomes/Objectives:
By the time of graduation, BSBA students will be able to:
1. Apply knowledge of business concepts and principles to solve business issues and problems in a global and strategic perspective;
2. Communicate business ideas and information effectively both in oral and written forms;
3. Use information and communication technology in generating business reports and making decisions;
4. Apply principles of ethics and commit to professional ethics and responsibilities;
 Vision: Truth and Goodness in Man and for
all others through Education. Tomas Del Rosario College
Capitol Drive, San Jose, Balanga City
Tel No: (047) 237-3115; Tel No: (047) 791-6082
Mission: Produce through a responsive curriculum
morally upright, committed and competent
graduates capable of meeting the growing
human resources needs in the profession,
government, business, industry and home.

5. Function effectively as an individual and as a member or a leader of a diverse team in a multi-disciplinary settings;
6. Conduct research through independent studies of relevant literature and appropriate use of business theories and methodologies;
7. Preserve and promote “Filipino historical and cultural heritage” (based on RA 7722);
8. Recognize the need for, and prepare to engage in lifelong learning.

Course General Objectives:

At the of this course, students are expected to:

1. Evaluate the position and foreseeable growth of a company, using the relevant data and, in particular, the area of marketing and market
research.
2. Be capable of making decisions relating to product management variables.
3. Be capable of applying the theoretical knowledge, methodology and techniques acquired from studying product management
4. Learn the general overview about the role played by the product and the product range in the marketing strategy and operational
scenarios.

IV. Course Content

Outcome-Based Assessment of
Desired Learning Teaching and Learning
Course Content/Subject Matter
Outcomes (DLO) Learning (OBTL) Outcomes (ALO)
(Topics)
(Intended Learning Outcomes) (Teacher-Learner (Assessment
Activities) Methods/Tasks)
Prelim Period
School Mission & Vision  Vision, Mission, Goals and Core Values - Lecture - Discussion/Oral
Program outcomes  Course Overview - Teacher led-class recitation of the
Program Core Values  Rules and Policies discussion vision, mission,
 Vision: Truth and Goodness in Man and for
all others through Education. Tomas Del Rosario College
Capitol Drive, San Jose, Balanga City
Tel No: (047) 237-3115; Tel No: (047) 791-6082
Mission: Produce through a responsive curriculum
morally upright, committed and competent
graduates capable of meeting the growing
human resources needs in the profession,
government, business, industry and home.

and goals of the

- Individual sharing institution
and discussion - Getting students’
expectations
 Product management  Concept
 Aspect of product management
 Product marketing
 Lecture  Oral recitation
 Product management scope
 Discussion  Presentation
 Pillar of product management
 Individual sharing  quiz
 Product discovery
 Product planning
 Product development
 Product concept  Definition  Oral recitation
 Dimension  Presentation
 Lecture
 Product classification  By nature quiz
 Discussion
 By final use
 Individual sharing
 By reason of purchase
 By consumer groups
 Developing product strategies  Time-to-market  Oral recitation
 Low product cost  Presentation
 Low development cost  Lecture quiz
 Product performance, technology and  Discussion
innovation  Individual sharing
 Quality, reliability, robustness
 Service, responsiveness and flexibility
Prelim Exam
Midterm Period
 Product life cycle  Introductory stage  Lecture  Oral recitation
 Growth stage  Discussion  Presentation
 Maturity stage Individual sharing  quiz
 Decline stage
 Vision: Truth and Goodness in Man and for
all others through Education. Tomas Del Rosario College
Capitol Drive, San Jose, Balanga City
Tel No: (047) 237-3115; Tel No: (047) 791-6082
Mission: Produce through a responsive curriculum
morally upright, committed and competent
graduates capable of meeting the growing
human resources needs in the profession,
government, business, industry and home.

 Product strategies over the life cycle  Product development

 Introduction strategies
 Growth strategies
 Maturity strategies
 Decline stage strategies

 Customer segmentation
 Consumer desires
 Pricing breadth  Lecture  Oral recitation
 Product modification
 Excess capacity  Discussion  Presentation
 Product line extension  Short-term gain  Individual sharing quiz
 Competitive intensity
 Trade pressure

 Product range strategies  Basic  Lecture  Oral recitation

 Cost leadership  Discussion  Presentation
 Differentiation  Individual sharing quiz
 Focus
 Development strategies
 Competitive scenario
 Competitors
 Clients
 Supplies
 Substitutes
 New competitor
 Development through intensification
 Penetration
 Product development
 Market development
 Development through integration
 Vision: Truth and Goodness in Man and for
all others through Education. Tomas Del Rosario College
Capitol Drive, San Jose, Balanga City
Tel No: (047) 237-3115; Tel No: (047) 791-6082
Mission: Produce through a responsive curriculum
morally upright, committed and competent
graduates capable of meeting the growing
human resources needs in the profession,
government, business, industry and home.

 Vertical
 Horizontal
 Development by diversification
 Concentric
 Competitive strategies
 Leader
 Challenger
 Follower
 nicher

Midterm Exam
Final Period
 Concept  Lecture  Oral recitation
 Product innovation  Types of innovation  Discussion  Presentation
 Individual sharing quiz
 Lecture  Oral recitation
 Concept
 Product vs service  Discussion  Presentation
 classification
 Individual sharing quiz
 Concept
 Product value  Lecture  Oral recitation
 Product strategy  Market segmentation  Discussion  Presentation
 Product positioning  Individual sharing quiz

Business cases
Final Exam

V. Course Requirement/Course Assessment (Grading System)

1. Quizzes
Vision: Truth and Goodness in Man and for
all others through Education. Tomas Del Rosario College
Capitol Drive, San Jose, Balanga City
Tel No: (047) 237-3115; Tel No: (047) 791-6082
Mission: Produce through a responsive curriculum
morally upright, committed and competent
graduates capable of meeting the growing
human resources needs in the profession,
government, business, industry and home.

2 . Recitation
3. Assignments/Case Study
4. Chapter Test / Long Exams computed as follows:

A. PRELIMS AVERAGE: D. FINAL GRADE

CSx2+Examination Rating PA+MA+FA
3 3

B. MID-TERM AVERAGE
CSx2+Examination Rating
3

C. FINAL AVERAGE
CSx2+Examination Rating
3

VI. References

https://productfolio.com/three-pillars-of-product-management/
DMGT508_PRODUCT_AND_BRAND_MANAGEMENT.pdf
 Vision: Truth and Goodness in Man and for
all others through Education. Tomas Del Rosario College
Capitol Drive, San Jose, Balanga City
Tel No: (047) 237-3115; Tel No: (047) 791-6082
Mission: Produce through a responsive curriculum
morally upright, committed and competent
graduates capable of meeting the growing
human resources needs in the profession,
government, business, industry and home.

Prepared by: Reviewed by: Recommending Approval:

CHARINA C. DIZON JEFFERSON L. TRIGUERO, MBA LUISA M. ISIDRO

Instructor Department Chair College Dean (OIC)

Approved:

MERCEDES G. SANCHEZ, Ed. D.

Vice President for Academics, Student Affairs and Extension Services