IPLUSO 21221

Product Management

• ApresentaçãoPresentation

  The Product Management course addresses the principles, methods and tools required to design, develop, position, launch and manage products throughout their life cycle. Students develop skills in market and consumer analysis, opportunity identification, value proposition design, portfolio management, innovation, pricing, go-to-market strategies and product performance evaluation. The course adopts a practical and problem-solving approach through real-world cases, collaborative activities and an integrated product management project, connecting product decisions with marketing and commercial management objectives.
• ProgramaProgramme

  Product Management Fundamentals: concept, evolution, product manager role and integration with marketing and sales. Market and Customer: market analysis, segmentation, targeting, personas, needs and customer journey. Value Proposition and Positioning: value creation, differentiation and product-market fit. Innovation and Development: idea generation and selection, Design Thinking, prototyping and MVP. Product Strategy and Portfolio: product lines, portfolio management, product life cycle and product decisions. Brand and Experience: branding, positioning and customer experience. Pricing: perceived value, costs, competition and pricing strategies. Go-to-Market: product launch, channels, communication and sales integration. Digital Products and Metrics: omnichannel, experimentation, KPIs and performance analysis. Sustainability and GenAI: responsible innovation, circular economy and critical use of artificial intelligence in product management.
• ObjectivosObjectives

  Understand the fundamental concepts, principles and processes of product management. Analyse markets, customers and competitors, identifying product needs and opportunities. Define value propositions, positioning and product strategies appropriate to target markets. Apply innovation, product development, pricing and product launch tools. Analyse product performance using relevant metrics and indicators. Integrate product decisions with marketing and commercial management strategies. Develop and present a well-founded, viable product proposal focused on value creation.
• BibliografiaBibliography

  Cagan, M. (2018). Inspired: How to create tech products customers love (2nd ed.). Wiley. Cooper, R. G. (2019). Winning at new products: Creating value through innovation (5th ed.). Basic Books. Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson. Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. Wiley.  
• MetodologiaMethodology

  The course adopts active, student-centred methodologies, combining theoretical-practical teaching with problem- and project-based learning (PBL), real-world case analysis and product management challenges. Design Thinking is used for needs identification, ideation, prototyping and solution validation, alongside collaborative learning, peer learning and flipped classroom approaches. Digital tools support research, collaboration, presentation and data analysis. Where appropriate, Generative Artificial Intelligence (GenAI) is integrated as a tool to support ideation, research and development, promoting critical, transparent and responsible use.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não