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Course Outline

Course Name: Product Management (MGMT 4002)

Academic Period: 2024 - 2025

Faculty:


Faculty Availability:

Associate Dean:
Bruce Sinclair
bruce.sinclair@humber.ca

Schedule Type Code:

Land Acknowledgement

Humber College is located within the traditional and treaty lands of the Mississaugas of the Credit. Known as Adoobiigok [A-doe-bee-goke], the “Place of the Alders” in Michi Saagiig [Mi-Chee Saw-Geeg] language, the region is uniquely situated along Humber River Watershed, which historically provided an integral connection for Anishinaabe [Ah-nish-nah-bay], Haudenosaunee [Hoeden-no-shownee], and Wendat [Wine-Dot] peoples between the Ontario Lakeshore and the Lake Simcoe/Georgian Bay regions. Now home to people of numerous nations, Adoobiigok continues to provide a vital source of interconnection for all.

Equity, Diversity and Inclusion Statement

Humber College and the University of Guelph-Humber (Humber) are leaders in providing a learning, working and living environment that recognizes and values equity, diversity and inclusion in all its programs and services. Humber commits to reflect the diversity of the communities the College serves. Students, faculty, support and administrative staff feel a sense of belonging and have opportunities to be their authentic selves.

Faculty or Department Longo Faculty of Business
Program(s)
Digital Business Management, Bachelor of Commerce (DB411)
Finance, Bachelor of Commerce (22271)
Healthcare Management, Bachelor of Commerce (HM411)
Management Studies, Bachelor of Commerce (22291)
Course Name: Product Management (MGMT 4002)
Pre-Requisites MKTG 3500
Co-Requisites none
Pre-Requisites for

Applied Business Project 2 (DIGI 4501)

Current Issues in e-Business and Marketing (DIGI 4502)

Equates none
Restrictions none
Credit Value 3
Total Course Hours 42
Developed By: Prepared By: Approved by:
Bruce Sinclair

Humber Learning Outcomes (HLOs) in this course.

The HLOs are a cross-institutional learning outcomes strategy aimed at equipping Humber graduates with the employability skills, mindsets, and values they need to succeed in the future of work. To explore all the HLOs, please consult the Humber Learning Outcomes framework.

  • A white beaver appearing in a purple circleSystems Thinking
  • A white canoe rowing into a red circleCritical Thinking
  • A white bee walking towards the centre of an orange circleCollaboration
  • A white howling coyote in a green circleCommunication
  • A white bat in flight and sound waves fly in from the left side into the centre of a blue circleDigital Fluency
  • A white sun spinning into an orange circleInnovation
  • Multiple white clouds appearing, then 1 remains in a blue circleLeadership
  • A white soaring eagle flying into the centre of a blue circleProfessionalism
  • A white beaver falling from the top of a purple and yellow circle to the centre of the circleStrategic Problem-Solving

Course Description

In this marketing course, students examine the strategic innovation management function and the line product management function for the multi-channel marketing of products and intangible services. These functions are supported by two business processes: new product development and new product launch. Concepts, processes, methods and skills are investigated and applied through course assignments and evaluations.

Course Rationale

This course will emphasize the use of market research tools, global market strategies, and operational strategies in the product development life cycle.

Program Outcomes Emphasized in this Course

Digital Business Management, Bachelor of Commerce (DB411)

  1. Describe current technological alternatives to support solving specific business problems in various industries.

  2. Employ digital tools, data science, business analytics, and research methods to improve digital organizational decision making.

  3. Create a development plan for e-business applications to support an organization's strategic and operational goals.

  4. Communicate effectively and persuasively in oral, written, digital and visual forms, appropriate to external and internal stakeholders with diverse skills, expectations and behaviours.

  5. Identify current and future opportunities and challenges in the fast- changing digital environment.

  6. Reflect on personal competence and professional skills to identify gaps and plan for ongoing learning.

  7. Make business decisions, integrating personal responsibility, diverse global perspectives, and professional standards in collective decision-making.

Finance, Bachelor of Commerce (22271)

    Healthcare Management, Bachelor of Commerce (HM411)

      Management Studies, Bachelor of Commerce (22291)

        Course Learning Method(s)

        • Action Learning
        • Problem Based Learning (PBL)
        • Collaborative Learning
        • Project Based Learning
        • Group or Team Work
        • Seminar
        • Lecture
        • Capstone

        Course Learning Outcomes (CLO)

        Learning Outcome Learning Objectives Summative Assessments Formative Assessments
        Differentiate between strategic choices for commercializing new products.
        • Case Presentation
        • Final Exam
        • Final Project
        • Midterm Exam
          Identify and assess new market opportunities available to the organization in a certain sector.
          • Case Presentation
          • Final Exam
          • Final Project
          • Midterm Exam
            Create a product strategy to deliver sustainable competitive advantages to the organization.
            • Midterm Exam
            • Case Presentation
            • Final Exam
            • Final Project
              Apply product management methods such as test marketing and product launches and skills such as marketing communications and public relations to managing new product growth.
              • Case Presentation
              • Final Exam
              • Final Project
              • Midterm Exam
                Develop strategic options for extending of the product life cycle at maturity.
                • Case Presentation
                • Final Exam
                • Final Project
                • Midterm Exam
                  Assess how the new product development process is critical to the continuing success of the organization.
                  • Final Exam
                  • Final Project
                  • Midterm Exam
                  • Case Presentation
                    Perform a business analysis, including a financial analysis, for the commercialization of a new product.
                    • Final Project
                    • Case Presentation
                    • Final Exam
                    • Midterm Exam
                      Analyze internal and external performance indicators to identify declining products.
                      • Final Exam
                      • Final Project
                      • Case Presentation
                      • Midterm Exam
                        Manage the deletion of declining products from the product portfolio of the organization.
                        • Final Exam
                        • Final Project
                        • Case Presentation
                        • Midterm Exam

                          Assessment Weighting

                          Assessment Weight
                          Group Project
                              Final Project 25%
                          Instructor-Created Assessments
                              Final Exam 35%
                          Midterm Exam
                              Midterm Exam 25%
                          Case Study
                              Case Presentation 15%
                          Total 100%

                          Modules of Study

                          Module Course Learning Outcomes Resources Assessments
                          Innovation management: an introduction
                          • Identify and assess new market opportunities available to the organization in a certain sector.
                          • Assess how the new product development process is critical to the continuing success of the organization.

                          Chapter 1

                          • Final Exam
                          • Final Project
                          National systems of innovation and entrepreneurship
                          • Differentiate between strategic choices for commercializing new products.
                          • Identify and assess new market opportunities available to the organization in a certain sector.
                          • Assess how the new product development process is critical to the continuing success of the organization.

                          Chapter 2

                          • Final Exam
                          • Final Project
                          Public sector innovation
                          • Identify and assess new market opportunities available to the organization in a certain sector.

                          Chapter 3

                          • Final Exam
                          • Final Project
                          Managing innovation within firms
                          • Identify and assess new market opportunities available to the organization in a certain sector.
                          • Assess how the new product development process is critical to the continuing success of the organization.

                          Chapter 4

                          • Case Presentation
                          • Midterm Exam
                          • Final Exam
                          • Final Project
                          Operations and process innovation
                          • Apply product management methods such as test marketing and product launches and skills such as marketing communications and public relations to managing new product growth.
                          • Develop strategic options for extending of the product life cycle at maturity.

                          Chapter 5

                          • Case Presentation
                          • Final Exam
                          • Final Project
                          Managing intellectual property
                          • Apply product management methods such as test marketing and product launches and skills such as marketing communications and public relations to managing new product growth.
                          • Develop strategic options for extending of the product life cycle at maturity.

                          Chapter 6

                          • Case Presentation
                          • Final Exam
                          • Final Project
                          Managing organizational knowledge
                          • Develop strategic options for extending of the product life cycle at maturity.
                          • Assess how the new product development process is critical to the continuing success of the organization.

                          Chapter 7

                          • Case Presentation
                          • Final Exam
                          • Final Project
                          Strategic alliances and networks
                          • Develop strategic options for extending of the product life cycle at maturity.
                          • Assess how the new product development process is critical to the continuing success of the organization.

                          Chapter 8

                          • Final Exam
                          • Final Project
                          Research and development
                          • Perform a business analysis, including a financial analysis, for the commercialization of a new product.

                          Chapter 9

                          • Case Presentation
                          • Midterm Exam
                          • Final Exam
                          • Final Project
                          Open innovation and technology transfer
                          • Perform a business analysis, including a financial analysis, for the commercialization of a new product.
                          • Analyze internal and external performance indicators to identify declining products.

                          Chapter 10

                          • Final Exam
                          • Final Project
                          Business models
                          • Perform a business analysis, including a financial analysis, for the commercialization of a new product.
                          • Analyze internal and external performance indicators to identify declining products.

                          Chapter 11

                          • Case Presentation
                          • Midterm Exam
                          • Final Exam
                          • Final Project
                          Market adoption and technology diffusion
                          • Analyze internal and external performance indicators to identify declining products.
                          • Manage the deletion of declining products from the product portfolio of the organization.

                          Chapter 12

                          • Case Presentation
                          • Midterm Exam
                          • Final Exam
                          • Final Project
                          New product development
                          • Assess how the new product development process is critical to the continuing success of the organization.
                          • Analyze internal and external performance indicators to identify declining products.
                          • Manage the deletion of declining products from the product portfolio of the organization.

                          Chapter 13

                          • Case Presentation
                          • Midterm Exam
                          • Final Exam
                          • Final Project
                          Market research and its influence on new product development
                          • Apply product management methods such as test marketing and product launches and skills such as marketing communications and public relations to managing new product growth.
                          • Perform a business analysis, including a financial analysis, for the commercialization of a new product.
                          • Manage the deletion of declining products from the product portfolio of the organization.

                          Chapter 14

                          • Case Presentation
                          • Midterm Exam
                          • Final Exam
                          • Final Project
                          Managing the new product development process
                          • Identify and assess new market opportunities available to the organization in a certain sector.
                          • Develop strategic options for extending of the product life cycle at maturity.
                          • Perform a business analysis, including a financial analysis, for the commercialization of a new product.
                          • Manage the deletion of declining products from the product portfolio of the organization.

                          Chapter 15

                          • Case Presentation
                          • Midterm Exam
                          • Final Exam
                          • Final Project

                          Required Resources

                          Title ISBN

                          Trott, P. (2021). Innovation Management and New Product Development (7th ed.). Pearson.

                          Supplemental Resources

                          Title ISBN
                          List of resources will be provided through the course website.

                          Resource(s):

                          Course material costs can be found through the Humber Bookstore.

                          Additional Tools and Equipment

                          • Computers(optional)

                          Prior Learning Assessment & Recognition (PLAR)

                          Prior Learning Assessment and Recognition (PLAR) is the formal evaluation and credit-granting process whereby candidates may obtain credits for prior learning. Prior learning includes the knowledge competencies and skills acquired, in both formal and informal ways, outside of post-secondary education. Candidates may have their knowledge, skills and competencies evaluated against the learning outcomes as defined in the course outline. Please review the Assessment Methods Glossary for more information on the Learning Portfolio assessment methods identified below.

                          The method(s) that are used to assess prior learning for this course may include:

                          • Challenge Exam (results recorded as a % grade and added to student’s CGPA)
                          • Learning Portfolio (results reflected as SAT and not added to student’s CGPA)
                          • Interview

                          Please contact the Program Coordinator for more details.

                          Academic Regulations

                          It is the student's responsibility to be aware of the College Academic Regulations. The Academic Regulations apply to all applicants to Humber and all current students enrolled in any program or course offered by Humber, in any location. Information about academic appeals is found in the Academic Regulations.  

                          Anti-Discrimination Statement

                          At Humber College, all forms of discrimination and harassment are prohibited. Students and employees have the right to study, live and work in an environment that is free from discrimination and harassment. If you need assistance on concerns related to discrimination and harassment, please contact the Centre for Human Rights, Equity and Inclusion or the Office of Student Conduct.

                          Accessible Learning Services

                          Humber strives to create a welcoming environment for all students where equity, diversity and inclusion are paramount. Accessible Learning Services facilitates equal access for students with disabilities by coordinating academic accommodations and services.  Staff in Accessible Learning Services are available by appointment to assess specific needs, provide referrals and arrange appropriate accommodations. If you require academic accommodations, contact:

                          Accessible Learning Services

                          North Campus: (416) 675-6622 X5090

                          Lakeshore Campus: (416) 675-6622 X3331 

                          Academic Integrity

                          Academic integrity is essentially honesty in all academic endeavors. Academic integrity requires that students avoid all forms of academic misconduct or dishonesty, including plagiarism, cheating on tests or exams or any misrepresentation of academic accomplishment.

                          Disclaimer

                          While every effort is made by the professor/faculty to cover all material listed in the outline, the order, content, and/or evaluation may change in the event of special circumstances (e.g. time constraints due to inclement weather, sickness, college closure, technology/equipment problems or changes, etc.). In any such case, students will be given appropriate notification in writing, with approval from the Senior Dean (or designate) of the Faculty.

                          Copyright

                          Copyright is the exclusive legal right given to a creator to reproduce, publish, sell or distribute his/her work. All members of the Humber community are required to comply with Canadian copyright law which governs the reproduction, use and distribution of copyrighted materials. This means that the copying, use and distribution of copyright- protected materials, regardless of format, is subject to certain limits and restrictions. For example, photocopying or scanning an entire textbook is not allowed, nor is distributing a scanned book.

                          See the Humber Libraries website for additional information regarding copyright and for details on allowable limits.


                          Humber College Institute of Technology and Advanced Learning • 2024/2025.