This module reviews and analyses issues involved in managing products through their life cycle. Topics covered will include: Product in Theory and Practice; Product Life Cycle in Theory and Practice; Product Portfolios; Importance, Nature and Management of the New Product Development Process; New Product Strategy; New Product Idea Generation & Screening; Concept Development and Testing; Commercialisation: Test Marketing and Launching the New Product; Managing Growth & Maturity; Controlling the Product Line: An Overview of the Deletion Decision; Nature and Role of Brands; Building and Sustaining Brands; Brand Vision, Values and Essence; Auditing Brand Profitability; Structuring to Deliver Brand Values; Implementing Brand Strategy and Evaluating Performance.
