King Saud University
College of Business Administration
Department of Marketing
MKT 455: Product Management
Instructor: Dr. Nouf Alrayes
E-mail: Noalrayes@ksu.edu.sa
Website: https://faculty.ksu.edu.sa/ar/noalrayes
Office: Room 194, 2nd Floor, Department of Marketing, Build. 3, CBA
Course Description
Product management is an elective course and assumes that the student has taken the Core
Marketing classes. The purpose of this course is to provide students with a better understanding
of the new-product development process, highlighting the inherent risks and different strategies
for overcoming them.
In commerce, as in life, our basic and primary objective is to survive. This survival becomes even
more challenging in the turbulent environment businesses usually operate in. The survival of any
firm depends on; its ability to adapt to the changes confronting them and to compete. Product
strategy is fundamental to a firm’s competitiveness. Product management help firms achieve and
sustain market competitiveness. Product strategy lies at the very heart of the firm’s overall strategy
and therefore must occupy a dominant, if not the dominant, position in the firm’s thoughts and
actions. This course provides knowledge and understanding of the nature and practice of product
strategy and management which is an underlying element in the development of professional
managers.
The course will be divided into four major parts:
Part I: The theoretical foundation
Part II: New product development
Part III: Product management
Part IV: Product elimination
Prerequisite: MKT 201
Course Objectives
This course aims to do the following:
• To establish the nature and importance of product strategy and management
• To know the concepts that govern the discipline of product management
• To introduce the concept of the product life cycle (PLC), and to use it as an analytical
framework
• To review strategies involved in product portfolios
• To describe how the new product development process is managed in firms
Learning Outcomes
• Describe the concepts related to product management
• Recall different models of the new product development process and understand them
• Apply conceptual knowledge to develop strategies to build and defend new products.
• Analyze how a firm’s commitment to new product development serves to strengthen a brand.
• Write quality business reports.
• Effectively communicate their analysis and strategy.
1
Required |Text
Baker, Michael & Hart, Susan (2007). Product Strategy and Management. 2nd ed. Prentice Hall.
Course Policies
1. The instructor reserves the right to modify any of the material in the Syllabus and Class
Schedule with sufficient notice given to course participants.
2. Students are expected to come to class. Do not come late for class. You need to discuss any
situations that are impacting your attendance – as they arise – and in advance. There is no
make-up for exams and quizzes, and no late assignments are accepted.
3. Students are expected to be prepared for class. You need to read the material designated
for the day and be ready to participate in the order of business for the day.
4. Students are expected to do and submit their own work. Be sure to cite anything that is not
your original thought!
5. Each student is responsible for obtaining all handouts, announcements, and schedule
changes.
6. Important class announcements may be communicated by e-mail. You are responsible
for checking your e-mail account regularly.
7. Switch off your cell phone during class.
8. Do not talk while fellow students are presenting or asking questions.
9. Respect everyone’s opinion.
10. Communication through email must contain the address and name of the sender
Additional Policies
• Special Needs: Any such student needs to inform Student Affairs Unit for necessary
arrangements. After initial provisions are made, kindly coordinate with me.
• Academic Misconduct: Academic honesty means doing one’s own work and giving
proper credit to others’ work and thoughts one may draw upon. Two important types of
academic misconduct are cheating and plagiarism.
Cheating includes copying from others or allowing others to copy from you during exams
and collaborating with others on projects unless authorized by the professor to do so. In
this class, you may ask others to review your work and make suggestions for improvement,
but they cannot write for you nor assist substantially in your work. Team projects are
different because of their collaborative nature – however, to be a good team member you
should also do individual work.
Plagiarism involves presenting words or images of others without proper
acknowledgment, including those on Web sites. If you use more than five words of text
from another’s work, it must appear in quotations as above. If you condense or paraphrase
another’s work it must be attributed in the text and the full citation must appear in
endnotes. You are encouraged to use published work in your projects — just give credit.
Anyone found not in compliance with the above will receive a zero on the work and
possibly worse.
• Make-up exams are not permitted except in cases of verified emergencies or other
special circumstances, and the burden of producing verification would be yours. In such
cases, you must still notify me at the earliest possible opportunity, and submit evidence
to document the special circumstances (do not wait to be asked to do so). Make-up
exams will be held on week 10th covered all the chapters discussed in this semester.
2
Class Participation
Individual class assignments will be assigned in the lectures according to the topics. Remember your
contribution to the classroom discussion based on your knowledge, experiences and performance in
this course. Comments from individuals in the class are expected to be relevant, informed, interesting,
and insightful. Quality of contribution rather than merely quantity of "talk time" is a key to your
success. Be respectful of other students and avoid exhibiting dominating, one-way approaches to class
discussion. Attendance to class is your responsibility. Attendance is a factor of participation; you
cannot participate if you are not in class. Much of the learning in this course comes from our in-class
interactions and activities. This is not a distance-learning course there is no viable way to “make up”
missed in-class learning opportunities. It is the university’s policy to ensure that students take full
advantage of their classes. In case of unexcused absences exceeding %25 of semester classes the
student will be rewarded with ((حرمان.
Project Report and Presentation
Mixed or hybrid teaching methods will be used. Multiple teaching tools will be employed -
lectures, slides, class discussions, case studies, report writing and group projects and
presentations. You will be expected to read and think about the assigned materials. Lectures will
be used to introduce topics, to highlight key points, and to give you information that can’t be
given as effectively any other way. In-class exercises, homework assignments, and dialogue will
help you understand and apply the information, as well as to provide variety. The more you
participate – by sharing examples, opinions, and experiences – the more valuable, and interactive,
this class will be for all of us. We will learn from one another and each student in this class can,
undoubtedly, contribute information that adds fresh perspective to any topic.
Submissions by blackboard
Project requirements
- Cover page format (1st page)
- Font 12, New Times Roman
- No less than 3 references
- Double spaced
- Black font
- Pictures in the appendixes
- Page numbers
Individual assignments (10 Marks)
Course Evaluation:
• Midterm exam 30
• Quizzes & Assignments 10
• Team project & presentations 20
• Final exam 40
• Total 100
1st MT: 18 September 2023
2nd MT: 30 October 2023
Presentations: 6 November 2023
Report deadline: 12 November 2023
3
Course Content:
In this course there are essential topics that should be covered;
Week Topic and Assignment Book Reading
Week 1 Introduction & Orientation
Week 2 Competition and product strategy Topic 1
Week 3 The product in theory and practice Topic 2
Week 4 Buyer Behaviors Topic 3
The product life cycle in theory and practice Topic 4
Week 5 Product portfolios Topic 5
Week 6 Mid Term (Topics from 1 to 5)
Quiz1
Week 7 New product development process Topic 6
Week 8 Idea management for new product development Topic 7
Screening new product ideas Topic 8
Week 9 Product market testing Topic 10
Managing R&D projects Topic 11
Week 10 Quiz2
Project Presentations
4
Rubric for scoring writing
Product Management (MKT455)
CATEGORY 5 4 3 1-2 score
The topic is completely Theory is relevant and accurately Theory is only relevant for Theory is not relevant;
Components covered. and all relevant described, some components may not be some aspects; theory has theory is not clearly
components are included; present or are unclear. Connection to incorrect or incomplete articulated and Relationship
relationship between research theory is mostly clear and complete, or components. Relationship between theory and research
and theory is clearly articulated has some minor errors. between theory and is unclear or inaccurate,
and accurate. research. major errors in the logic are
present.
Grammar, spelling, and style Occasional (2 or 3 per page) grammar, Problems in grammar, Significant problems in
Clarity make it easy for the reader to spelling or style problems. Tendency to spelling or style that grammar, spelling or style
follow. Uses words correctly use vague words or excessive jargon. interfere with the author's that make it challenging to
and avoids jargon unless it is statements. (Multiple follow the author's
the most precise word. problems in each statements.
paragraph).
All statements are accurate All statements are accurate relative to the No more than one minor More than one inaccuracy
Accuracy relative to the resource being resource being examined and/or to the inaccuracy per page. per page.
examined and/or to the material material in the textbook. Discrepancies
in the textbook. Discrepancies are missed.
between sources are indicated.
Statements are at the best level Most statements are at the best level of Statements are sometimes Fails to provide a level of
Precision/ of information that answers the information that answers the question-- on target and sometimes information that answers the
Logic question--not too vague but not
"lost in the details" and missing
not too vague but not "lost in the details"
and missing the big picture. Statements
off center. Segments of
the paper hang together
question--either too vague or
filled with trivial details.
the big picture. Statements are are usually mutually supporting and but other parts are unclear Statements are internally
mutually supporting and follow follow from one another. Any or contradictory with no contradictory without
from one another. Any contradictions are explained. good resolution. explanation.
contradictions are explained.
Response displays a full Of the following 2 tasks, does one well Of the following 2 tasks, Response is both narrower
Depth/Breadth understanding of the and the other partially or does both does one well and the than appropriate and
complexity of the issue partially other not at all or does superficial. Fails to
addressed and multiple points a) Recognizing varied points of view both minimally recognize varied
of view. Recognizes varied b) Exploring the topic in depth from one a) Recognizing varied interpretations and
interpretations and point of view. points of view implications of topic.
implications. b) Exploring the topic in
depth from one point of
view.
Total Score out of 25
Score out of 10 = total score ( ) / 2.5 =
5
Scoring Rubric for Final Report Oral Presentation
(Individual Assessment) – MKT 455
Group Project Title: ………………………………………………………………….
Student Name: ……………………………… Student ID: ……………………
PRESENCE 5 4 3 2 1
-body language & eye contact
-contact with the public
-poise
-physical organization
LANGUAGE SKILLS 5 4 3 2 1
-correct usage
-appropriate vocabulary and grammar
-understandable (rhythm, intonation, accent)
-spoken loud enough to hear easily
ORGANIZATION 5 4 3 2 1
-clear objectives
-logical structure
-signposting
MASTERY OF THE SUBJECT 5 4 3 2 1
-pertinence
-depth of commentary
-spoken, not read
-able to answer questions
VISUAL AIDS 5 4 3 2 1
-slides
-handouts
-audio, video, etc.
OVERALL IMPRESSION 5 4 3 2 1
-very interesting / very boring
-pleasant / unpleasant to listen to
-very good / poor communication
TOTAL SCORE _______ / 30
Score out of 5 = total score ( )/6 =
Best of Luck
