CORE CONCEPTS OF MANAGEMENT
MARKETING MANAGEMENT
FINANCIAL MANAGEMENT
HUMAN RESOURCES MANAGEMENT
OPERATIONS & PRODUCTION MANAGEMENT

Product Strategy - the 1st P
This is an introduction to Product Management. The course is set for a journey through various product portfolios. The product, as the core element of the marketing mix, has its own anatomy. It also suffers and gains from various categorisations and defi nitions. The author is Prof. R K Vijayasarthy, a doyen of Marketing Management and a former Professor at IIMB. He dissects a product to discover its hard, soft and augmented levels. What are convenience products? What are shopping products? How do you deal with the difference from a marketing point of view? What are product mix and product line decisions? Industry leaders tell their own story. This lesson also provides a graphic introduction to the marketing mix issues that arise at the different stages of the PLC. The author rounds off his exposition by exploring the popular BCG relationships between cash cows, dogs and stars.
MM/M5

24 Mins

25 Mins

55 Pages
Equivalent classroom time: 8hrs