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Developing Marketing Strategy: Product Planning and Management

Course Status:	Released	Courseware Features
Course Language:	English
Course Duration:	4 Hours
Deployment Options:	Online, Interactive CDs, Network, Downloads, Intranet

Audience

Managers, prospective managers, and any other employees seeking advanced competency in the area of marketing

Prerequisites

A basic understanding of the principles of marketing

Course Aim

To introduce the learner to the principles of product planning and development

Learning Objectives

Explain what marketers mean by 'product'. Discuss business products. Discuss the importance of brand familiarity. Explain the role of packaging in the marketing process. Explain what is meant by product life cycles. Explain how a product's life cycle stages are managed by marketers. Participate in the effective management of a product's life cycle stages. Discuss the planning process within product development. Discuss the development of product ideas. Explain the relationship between marketing channels and place. Explain how channel relationships are managed. Discuss the composition of a channel system. Distinguish between the various types of wholesaler.

Topics Covered

Product Planning - Definition of a product - Business products - Branding and brand familiarity - Packaging Product Life Cycles - What are product life cycles? - Managing stages in the life cycle - DecisionPath: Managing life cycles Product Development - Planning and screening - Idea development Marketing Channels - Marketing channels and place - Channel relationships - The make-up of a channel system