ISLA Santarém 15434

Price and Product Management

• ApresentaçãoPresentation

  The course aims to identify the importance of product and price management in the marketing mix, present product and price management strategies and tactics, as well as concepts of elasticity, break-even point, and financial indicators, enabling students to perform product management tasks, use competitiveness analysis tools, define product positioning, and choose pricing strategies and tactics appropriate to different stages of the life cycle and distribution channels.
• ProgramaProgramme

  1. Product management 1.1. Levels of product 1.2. Classification of products 1.3. Characterization of products 1.4. Dimensions of products 1.5. Hierarchies of the products 1.6. Product and price variables in the context of the marketing mix 1.7. The Product manager 1.8 Competitive strategies and portfolio management 1.9. Analysis of market and competition 1.10. Analysis tools competitiveness 1.11. Positioning and associated concepts 1.12. The product life cycle (C.V.P.) 1.13. Product planning 1.14. Range policy 2. The price management 2.1. Objectives of price management 2.2. Price determination 2.3. Classical theories of pricing 2.4. Strategy vs tactics price 2.5. The setting of prices strategic 2.6. The role of costs in pricing 2.7. Financial analysis 2.8. Responding to competition
• ObjectivosObjectives

  O1Importance of product and price management in the context of marketing mix O2Identify roles, typical tasks and difficulties of product and price manager activity O3Present strategies and tactics related to price management O4Present product management strategies O5Present concepts of elasticity, break-even point and break-even sales change with changes in fixed and/or variable costs as well as other indicators financial analysis O6Identify competitiveness analysis tools for goods and services C1Perform typical product management tasks and essential mastery of price management techniques (strategic and tactical) C2Use competitive analysis tools for goods and services and calculate the advantage for the customer C3Define product positioning with support from analytical tools C4Define and differentiate pricing strategies and tactics and distinguish the most appropriate depending on the phase of the product's life cycle and distribution channels
• BibliografiaBibliography

  Gorchels, Linda. (2011). The Product Manager’s Handbook – The Complete Product Management Resource, Chicago: NTC  Di Benedetto, C., Crawford C. (2021) New Products Management, McGraw-Hill Education – Europe. Holden, Reed & Burton, Mark. (2023). Pricing with confidence: Ten Rules for Increasing Profits and Staying Ahead of Inflation. John Wiley & Sons LeMay, M. (2021). Product Management in Practice - A Real-World Guide to the Key Connective Role of the 21st Century. O' Reilly Media, Inc.  
• MetodologiaMethodology

  In person: 1. Theoretical/practical classes: exposure of concepts, discussion and application of syllabus in various contexts. 2. PBL Problem/Project-based learning Autonomous: 3. Consolidation of the content taught in class through research for additional information on the different themes and content covered and development of complementary work.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Avaliação curricular (contínua):
  A avaliação curricular é composta pela realização de um trabalho de grupo e um teste, em que são aplicados os principais conteúdos programáticos.
  A avaliação final é orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.
  Fórmula de cálculo:
  - TP (Trabalho de Pesquisa) - 50%
  - T (Teste) – 50%
  Todos os estudantes que neste regime de avaliação tenham obtido média inferior a 9,50 valores são avaliados em avaliação final.
  Avaliação final:
  Nas épocas normal, de recurso e especial a avaliação será orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.