To identify and describe the product mix
To analyse a product's performance;
To strategically and operatively manage a product;
To make strategic decisions when managing a range of products; To prepare a plan for the launch of a new product.

Unit 1 - Basic Concepts:
The market and the Product - current trends Company management versus product management Product Levels;
Product's Life-Cycle; Services
Unit 2 - Management of the Product Portfolio: Management Model of the BCG Range; Creation and edition of the BCG Matrix; Interpretation of the BCG Matrix;
Strategic Decisions in the Product Portfolio; Unit 3 - Product Management:
Distribution analysis;
Strategic Decisions in the Product Management; Price;
Communication; Brand;
Package;
Sales Support Service; PM Matrix.
Unit 4 - New Product Development: Idea Generation;
Idea Approach;
Concept Development and Test; Marketing Strategy Development; Performance Assessment;
Product Development and Marketing;

ABREU, João (1999) Marketing para Advogados, Edições UFP, Porto
NUNES, João e CAVIQUE, Luís (2008) Plano de Marketing – Estratégia em Acção, Dom Quixote, Lisboa.
KOTLER, Philip (1998) Administração de Marketing, Atlas, São Paulo.
PIRES, Aníbal (1991) Marketing – Conceitos, Técnicas e Problemas de Gestão, Verbo, Lisboa.
DIONÍSIO, Pedro et al (2009) b-Mercator, Dom Quixote, Lisboa.