Units / MKC3580
MKC3580 · Product management
2027 Handbook6 credit pointsLevel 3Department of Marketing
Overview
Product management is a core driver of value creation, shaping how organisations design, develop, and deliver offerings that meet customer needs. Effective product management influences organisational performance, competitive positioning, and long‑term sustainability. This unit equips you with practical insights into how products are conceived, launched, refined, and managed across their lifecycle. You will explore key product management activities, including opportunity identification, new product development, product strategy, concept testing, agile delivery, go‑to‑market planning, product diffusion, lifecycle management, and planned obsolescence through real‑world case studies and industry‑relevant frameworks. By the completion of the unit, you will have a strong foundation in the principles and practices that underpin successful product management in contemporary markets.
Offerings
| Campus | Teaching period | Mode |
|---|---|---|
| Clayton | Second semester | Teaching activities are on-campus (ON-CAMPUS) |
Assessment
The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.
| # | Assessment | Type | Weight | Hurdle |
|---|---|---|---|---|
| 1 | 1 - Quiz / Test | Quiz / Test | 20% | — |
| 2 | 2 - Exercise | Exercise | 40% | — |
| 3 | 3 - Written | Written | 20% | — |
| 4 | 4 - Presentation | Presentation | 20% | — |
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Requisites
prerequisite
Learning outcomes
- explain the core concepts, roles, and responsibilities in product management;
- analyse market opportunities and develop product strategies aligned with business goals;
- apply new product development techniques to design and test product concepts;
- evaluate product diffusion, lifecycle stages, and obsolescence strategies;
- communicate product recommendations effectively to diverse stakeholders.
Workload
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
| Activity | Duration |
|---|---|
| Lectures | 12 hours |
| Tutorials | 24 hours |
Ask about MKC3580
Answered from the Handbook fields above — no AI, no guessing. Every answer links back to the source.
Community discussions about MKC3580
CommunityStudent experience, not official rules. Nothing here changes what the Handbook says.