UNIVERSITY OF CALIFORNIA-BERKELEY
Walter A. Haas School of Business
PRODUCT MANAGEMENT E262A
SPRING – 1999
Monday, 6:00-9:30 C-110
Instructor:
Contact:
Email:
Website:
Course:
E.A. JOHNSON
edward@haas.berkeley.edu johnsonagency@compuserve.com
http://haas.berkeley.edu/~market/PROFILES/PROFS/johnson.html
e262-a@your e-mail address
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CLASS SCHEDULE:
1/25
INTRODUCTION TO PRODUCT MANAGEMENT
Course Overview and Learning Objectives
The Customer Driven Organization
The Organisational Role of Product Management
Today's Business Environment
2/1
THE STRATEGIC ROLE OF MARKETING PLANNING
Elements of the Strategic Plan
Customer Centric Planning - Oracle Changes Direction
The Johnson Agency Plan
Strategic Importance of Business Case Method
Matching Company Capabilities: SWOT & the Wedge
Text: Chapter 1, 2.
Case: Ready to Drink Fruit Drinks
Personal Digital Assistants
Web Assignment:
The LCD Industry - Environmental Analysis
2/8
THE MARKETING AUDIT PROCESS
Analysing The Intensity Of Competition
Category Attractiveness Analysis
Critical Success Factors
Porter Force Analysis
Use of Matrix Analysis
Text: Chapter 3, 4.
Guest: The Role of Product Management at Clorox
The Clorox Corporation
2/22
COMPETITOR ANALYSIS
Sources of Information
Defining & mapping Competitive Strategies
Use & Application of Matrix Analysis
Text: Chapter 5.
3/1
CUSTOMER ANALYSIS
What Do Customers Buy - Defining Needs
Features, Benefits & Advantages
Market Research - The Questionnaire
Sales Techniques & Need Applications - The Spin Method
Text: Chapter 6.
Guest: The Applications of Customer Management Software
Seibel Corp.
3/8
MARKET/CATEGORY POTENTIAL AND FORECASTING
Estimating Market Potential - Domestic & Global
Sales Forecasting Methods
Industrial versus Consumer Goods
Key Account Attractiveness Analysis - The McKinsey Matrix
Development & Use of Scenarios
Text: Chapter 7.
3/15
DEVELOPING PRODUCT STRATEGY -THE PRODUCT AUDIT
Developing an SCA
The Extended Product Life Cycle
Selection of Strategic Alternatives
Developing & Analysing a Positioning Matrix (Boston Consulting Group)
The Question of Branding
Porter: "What is Strategy?"
Activity mapping Systems.
Text: Chapter 8.
Web Assignment: Developing a Technology Strategy at Sharp
Guest: High Technology Product Strategy at LTX
3/29
NEW PRODUCTS
The Sources of New Product Ideas
From Concept to Prototype - Developing a Concept Statement
Placement Tests - The Henkel "Shim" case
Filters and Tests - the Process at American Home Products
The Launch Plan
Great Successes - Spectacular Failures
The 3M Corporation "Innovation" Centre
Text: Chapter 9
4/5
PRICING DECISIONS
Customer Driven Pricing
Pricing Strategy and Tactics
Global Pricing Process
Text: Chapter 10
4/12
ADVERTISING/PROMOTION DECISIONS
Setting Budgets
Developing Effective Briefings
Development & Management of Resources
Elements of a Promotional Plan
Text: Chapter 11, 12.
Guest: Managing the Creative Resource
TBWA/Omnicom
4/19
CHANNEL STRATEGY AND MANAGEMENT
Channel Analysis and Selection - An Algorithm
Costing the Target Channel
Contractual & Legal Provisions
Global Trends - The Cost Decline Impact
Text: Chapter 13, 14.
Web Assignment: Forecasting the Future for Sharp Electronics
Guest: The Global Distribution Challenge - Use of Contract Intermediaries
American President Lines
Kuhn & Nagel
4/26
FINANCIAL ANALYSIS
Sales Reporting & Analysis
Profitability Analysis
Reporting Responsibilities
Text: Chapter 15.
5/3
KEY ISSUES IN PRODUCT MANAGEMENT
What are the key challenges facing companies today
The Future of Product Management
Hewlett Packard - Developing a new Paradigm
Managing Vision & Strategy
Creating a Personal Scorecard
Text: Chapter 16
Guest: The Impact of E-Commerce on Business as We Know It
5/10
PROJECT PRESENTATIONS