Course Details

Course Information Package

Course Unit CodeABSM308
Course Unit Details
Number of ECTS credits allocated5
Learning Outcomes of the course unitBy the end of the course, the students should be able to:
  1. Recognise the need for new product development.
  2. Explain the key decision areas when new products are developed.
  3. Apply the concept/theory of new product development.
  4. Outline the options available as far as branding is concerned, analyse the various packaging methods to be considered, use the various pricing methods.
  5. Evaluate the various distribution options
  6. Create new product offerings by applying all theoretical issues raised throughout this course.
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents

Chapter 1-Developing Marketing Strategies and Plans

The Central Role of Strategic Planning

Corporate and Division Strategic Planning

Business Unit Strategic Planning

Product Planning: The Nature and Process of a Marketing Plan


Chapter 2-Identifying Market Segments and Targets

Levels of Market Segmentation

Segmenting Consumers Markets

Bases for Segmenting Business markets

Market Targeting


Chapter 3-Creating Brand Equity

What is Brand Equity?

Building Brand Equity

Measuring Brand Equity


Chapter 4- Crafting the Brand Positioning

Developing and Communicating a Positioning Statement

Differentiation Strategies

Product Life Cycle Marketing Strategies

Market Evaluation


Chapter 5 - Dealing with Competition


Chapter 6-Setting Product Strategy

Product Characteristics and Classifications


Product and Brand Relationships

Packaging, Labeling, Warranties, and Guarantees


Chapter 7 - Designing and managing services


Chapter 8-Developing Pricing Strategies and Programs

Understanding Pricing

Adapting the Price

Initiating and Responding to Price Changes  

Recommended and/or required reading:
  • Kotler, P. & Keller, K. (2006) “Marketing Management”, 12ed. Prentice Hall
  • Riezebos, R., Brand Management, Pearson, 2002
  • Trott, P., Innovation Management and New Product Development, Prentice Hall, 2002
Planned learning activities and teaching methodsThe Methodology used included lecturing based on the lecture’s power point presentations, discussions, reference to real life examples related to the main marketing issues taught, as well as to the students’ business background, analysis of case studies.
Assessment methods and criteria
Participation in class-in class pre10%
Mid-term exam15%
Mid-term assignment15%
Final Exam60%
Language of instructionEnglish
Work placement(s)NO

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