Product Management (BUSA90299)

Overview

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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

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: 18 February 2026