The unit is aimed at introducing graduate students to aspects related to the design of marketing of products and services in the marketplace. It will provide students with skills necessary in developing and administering policies and strategies for both the company's existing and new products with a competitive edge. The topics covered in this unit, would include: a framework for product management structure in an organisation; an overview for the need for introducing new products; the importance of an innovation policy; new product strategy, a productive new product development process; market appraisal for opportunity identification; the design process, a focus on importance of the consumer, product positioning, testing and improving new products to meet competition, product introduction and profit management; implementing the new product development process: the imperative need for customer and after-sale service as a competitive edge strategy in both domestic and foreign markets.

Unit details

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Unit code:

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Compare and contrast the elements of a managing a product and managing a brand;  
  2. Critique the different measures of brand equity, including brand salience;  
  3. Debate communication strategies by justifying the measures of valuation formation that are based on consumer perception;  
  4. Appraise the rationale behind new product development and new services development processes, including innovation, research, and testing; and  
  5. Assess and develop differing brand and product portfolio management strategies.  


Assessment type Description Grade
Presentation Individual Presentation 15%
Essay Individual Essay 35%
Report Group Report 30%
Presentation Group Presentation 20%

Required reading

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition,
Kevin Keller. (2012).
Pearson Publishing.

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

Study a single unit

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