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PRODUCT STRATEGY AND MANAGEMENT - PGSEM 2013 -14: Q 1Faculty : Ramesh Venkateswaran

Tel : 9448056680 ; email : rameshvenkat20@gmail.com

I PROGRAMME OBJECTIVE

The only reason an organization or institution exists is because there is someone (referred to ascustomer) who wants / needs its output called product or service. The product or service and the

customer thus need to be at the center of all organisational strategies and decisions. Competitiveadvantage calls for offering products / services that deliver value to customers.

This is easier said than done . We live in a world that has gone through turmoil like never before inthe last few years. In a highly competitive and rapidly changing world opportunities come up everyday. So do new competitors and options. Survival and growth comes for companies that can meet theconstantly changing and dynamic demands of the market place. Product strategy issues would involveunderstanding the market and environment, effectively managing existing product portfolios andcontinuously identifying and cashing in on new product opportunities . With the constant proliferationof products and brands, a significant business challenge relates to innovative product developmentand effective management of existing products.

There are two parts relating to product strategy and management the continuing managementof existing products and the development of new products for competitive advantage and

growth.. The programme aims at building on concepts and principles discussed in earlier marketingcourses and developing innovative thinking approaches to problem solving in the above productplanning and management context .

This course has a marketing focus on product strategy matters that include innovation,product development and managing product portfolio. In todays world of cross functionaloperations, people from various functions must have a good idea of their role and influence inmanaging the product. This course will be useful and relevant to participants from any functionalspecialization since it will help bring a marketing approach and perspective in overall product andbusiness strategy The participants should have undergone the basic Marketing 1 course.

PROGRAMME STRUCTURE

The course has four components:

i) Class room discussions on conceptsii) Case analysis and presentationsiii) Term paper / Book Review - Presentations and discussionsiv) Mid Term / End term exam

EVALUATION

The evaluation for the course is divided into two categories individual and group.

Mid Term Exam - Individual 20 %Term paper presentation and submission - Group 25 %

Book Review - Group 15 %End Term Exam - Individual 40 %TOTAL 100 %

IV READING MATERIAL

A few articles and papers related to the subject will be recommended as reading material for thecourse. In addition some relevant books are also been identified. There are a large number ofmarketing and general management oriented journals and magazines which contain many articlesrelated to product management and new product planning. The many business periodicals are also

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good sources of current information in this field. I strongly recommend that students go throughvarious publications regularly and pick up articles of interest.

NOTE : As part of being eco friendly and to ensure active student involvement in the course , therecommended reading material has to be accessed through the data bases on the internet throughthe library / institute.

V IN CONCLUSION

In business there are no rights and wrongs . Success depends, to a large extent, on onesunderstanding of a situation , the perception of the problem and its definition , the ability toevaluate options and alternate solutions and the rationale for choosing / not choosing a particularoption and of course successful implementation. In this programme we will work with live examplesto get a good grasp of strategy and execution on the above lines. To ensure that you get the bestout of this course you must ensure that you come prepared with the expected pre class readingmaterial and reading beyond the recommended material. Active involvement and participation inyour group discussions and constructive participation is essential and expected. A course of thisnature can only be as useful as the student wants it to be. With some assistance from the faculty of course. You are welcome to contact me at any time by mail or on phone to seek any clarificationson the course. Please also feel free to meet up with me after setting up a mutually convenient time.

BEST WISHES

Ramesh Venkateswaran5 April 2013

PGPSEM 2013 - 14/ Q 1 2 Ramesh Venkateswaran