MN-583 Product Management
Fall 2003
SYLLABUS
Instructor: William Hauser
wmhauser@bu.edu
Office: Room 219, 730 Commonwealth Avenue
Classroom: 15 St. Mary's Street, Room 105
617-358-0663
* = guest presenter
Session
Date
1
Wed, 03-Sep Introduction & Overview
2
Mon, 08-Sep Nature of the Product Management Task
Case: The Hewlett Packard Company
3
Wed, 10-Sep The Product Life Cycle
Reading: The Product Life Cycle (HBS 579-072)
4
Mon, 15-Sep The Product Life Cycle
Reading: Exploit the Product Life Cycle
Case: Predicting Diffusion
5
Wed, 17-Sep What makes a new product new?
Reading: Creating Project Plans to Focus Product Development
6
Mon, 22-Sep What makes a new product new?
Case: Aspect Medical Systems
Reading: Note on FDA Review Process
7*
Wed, 24-Sep Guest Lecturer: Dr. David Zahniser
Reading: Cytyc Annual Report
8
Mon, 29-Sep WRITTEN CASE ANALYSIS: Zoll Medical Corporation (A)
9
Wed, 01-Oct Competitive Analysis
Reading: How Competitive Forces Shape Strategy
Reading: Marketing Strategy
10
Mon, 06-Oct Competitive Analysis [Competitive Response]
Case: Sealed Air Corporation
11* Wed, 08-Oct Defining New Products [Taking a shower with a fire hose]
Guest discussion leader - Dr. Gerald Fine
Case: Lucent Technologies: Optical Networking Group
12
Tue, 14-Oct
Defining New Products, Market Segmentation
Case: Nissan Motor Co Ltd Target Costing System
13
Wed, 15-Oct Defining New Products, Disruptive Technology
Case: Silicon Graphics
Reading: Co-opting Customer Competence
14
Mon, 20-Oct The Product Plan
Case: Le Petit Chef
15* Wed, 22-Oct Guest Practitioner - Peter Gladstone, Gillette Company
16
Mon, 27-Oct WRITTEN CASE: Electrohome(A)
Wed, 29-Oct Market Selection
Case: Documentum, Inc
Reading: Market Selection and Direction
18
Mon, 03-Nov Market Entry Strategy
Case: Kone, The Monospace Launch
19
Wed, 05-Nov Market Entry Strategy - Pricing
Case: Cumberland Metal Industries
Reading: Michael Porter, What Is Strategy?
MN-583
Issue 1.0 2-Sept-03
Session
20
21
22
23*
24
25
26
27
28
MN-583
Date
Mon, 10-Nov Custom Products: Identifying Customer Needs
Reading: Smith & Reinertsen, Chpt 5: Capturing Customer Needs
Reading: McConnell, Chapter 10: Customer-Oriented Development
Reading, McConnell, Chapter 14: Feature Set Control
Wed, 12-Nov Remanufacturing - Making Money In Maturity and Decline
Mon, 17-Nov Portfolio Management
Reading: Note on the Boston Consulting Group Concept of Competitive Analysis
Wed, 19-Nov Guest Discussion Leader - Leonardo Santiago
In class exercise: Product Portfolio Management
Mon, 24-Nov WRITTEN CASE: CMR Enterprises
Mon, 01-Dec Integration of Concepts
Case: Color Kinetics (A)
Wed, 03-Dec Integration of Concepts
Case: E-Ink, Financing Growth
Mon, 08-Dec Integration of Concepts
Case: Ducati
Wed, 10-Dec Course wrapup and evaluation
Issue 1.0 2-Sept-03