units

MKF5271

Faculty of Business and Economics

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Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelPostgraduate
FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2010 (DE-ONLINE)
Coordinator(s)Ms Jo McGregor

Synopsis

This unit focuses on the new product management process including the identification, development testing and ultimate launch of a new product. The unit also covers a selection of issues facing product/brand managers and companies today, such as the importance of speed to market, how to effectively manage an existing product/brand portfolio and how to structure for innovation in a dynamic marketplace.

Objectives

The learning goals associated with this unit are to:

  • explain the role and scope of product management and planning
  • critically review select literature relevant to product management and planning such as how to foster an innovative culture and the importance of speed to market
  • formulate actionable solutions to product management and planning problems via the analysis of industry scenarios/case studies
  • critically evaluate the theories underpinning product management and their application in a business context via a major new product development project.

Assessment

Within semester assessment: 50%
Examination (2 hours): 50%

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week

Prerequisites

Students must be enrolled in one of the following units: MKX5461, MKX9160, MKX9550 or MBA9006 before undertaking this unit.