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  3. Product Management

Product Management (BUSA90299)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Year of offer2019
Subject levelGraduate coursework
Subject codeBUSA90299
Availability(Quotas apply)
FeesSubject EFTSL, Level, Discipline & Census Date

Students should:

  • understand the issues involved in developing product strategies, including related services marketing issues
  • develop the analytical skills necessary when using market research and developing sound product related decisions
  • gain a conceptual framework for organising thinking about product related problems
  • understand the marketing or product manager's role in developing product strategies

Intended learning outcomes

On completing the subject, students should understand:

  • alternative strategies for conceptualising products and identifying product-markets
  • how product decisions may contribute to creating competitive advantage
  • how to analyse industries, make changes in product strategies over time, and respond to competitive moves
  • the issues involved in the development and management of new products, including proactive versus reactive approaches to product development, market entry considerations, product positioning, value-based pricing methods, and the design and market testing of new products
  • how to manage product lines, with particular attention paid to evaluating potential synergies among products
  • the relationship of product decisions to other marketing decisions involving price, promotion and distribution channels
  • special topics in product management, including legal constraints and organisational issues

Last updated: 3 April 2019