Postgraduate Course: Product and Brand Management (CMSE11116)
||College||College of Humanities and Social Science
||Availability||Available to all students
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
|Home subject area||Common Courses (Management School)
||Other subject area||None
||Taught in Gaelic?||No
|Course description||This course considers the theories and concepts of products/services and brands and the implications of this for marketing managers. The course considers how companies introduce and manage product portfolios and individual brands so as to meet the needs of consumers and the strategic goals of the organisation. It provides students with insights into the management of products/services throughout their life cycles, including new product development, and the use of branding strategies through a consideration of the relevant literature and real-life examples in a variety of sectors. Moreover, the course encompasses analytical tools and practices, which help students to gain a better understanding of the management of the product/service offering and the challenges facing marketers in the present business climate.
Information for Visiting Students
|Displayed in Visiting Students Prospectus?||No
Course Delivery Information
|Not being delivered|
Summary of Intended Learning Outcomes
|A. Knowledge and understanding of
* the distinctions between product and services marketing;
* the key concepts and theories in product portfolio management;
* the new product development process;
* the role of R & D in organisations and its effects on the marketing process;
* the product life cycle and diffusion models;
* the use of branding on products and the relevant psychological branding theories.
B. Intellectual skills
Students will develop analytical skills such as:
* the ability to apply concepts and theories to real life product management;
* the ability to critically evaluate the product portfolios;
* the ability to appraise brand strategies and make suggestions for improvement;
* the ability to critically evaluate the different models of new product development and their implications for organisations.
C. Professional/subject specific/practical skills
Students will gain:
* the ability to recognise and respond to challenges in the management of products and brands;
* the ability to make recommendations to specific new product development and product portfolio problems.
D. Transferable skills
By the end of the course students will be expected to:
* be able to work individually and in a team;
* be able to communicate and exchange ideas in oral and written formats;
* be able to analyse and use problem solving skills in considering possible courses of action.
|Assessment of this course is through an exam (weighted 70%) and essay (weighted 30%). The degree exam will be in the April/May diet of examinations.|
|Course organiser||Dr Iain Black
Tel: (0131 6)51 5322
|Course secretary||Ms Olivia Little