N_PRM Product Management

Institute of Technology and Business in České Budějovice
winter 2025
Extent and Intensity
4/2/0. 8 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Peter Gallo, CSc. (seminar tutor)
Ing. Miroslav Pajma (seminar tutor)
Ing. Milan Talíř, MBA (seminar tutor)
Guaranteed by
doc. Ing. Peter Gallo, CSc.
Department of Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
N_PRM/K03: Sun 5. 10. 13:05–14:35 B2, Sun 19. 10. 8:00–12:30 B2, Sun 2. 11. 8:00–12:30 B2, Sat 15. 11. 8:00–12:30 B1, Sun 14. 12. 8:00–11:00 B2, M. Pajma
N_PRM/P01: Thu 16:30–18:00 B2, Thu 18:10–19:40 B2, M. Pajma
N_PRM/S01: Mon 11:25–12:55 D416, M. Talíř
N_PRM/S02: Mon 13:05–14:35 E7, M. Talíř
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives supported by learning outcomes
The aim of the course is to introduce students to the function of product management in an organization and the competencies of a product manager. Students will learn about the process of planning, development and marketing of products or services.
Learning outcomes
After successful passing of the course the student:
will be able to explain the need and importance of product management for effective business management;
understands what constitutes the basic environment of product management and knows how to navigate it competently;
understands the work of a product manager and understands what his mission in the company;
understand the links of product management to sales and sales analytics;
learn the work of a product manager and understand the activities they perform;
know how to structure product management problems and analyze them based on a systems approach.
Syllabus
  • Lectures:
  • 1. The concept of product management and its definition within management.
  • 2. 2.
  • 3. The product management environment.
  • 4. The process of implementing product management.
  • 5. The impact of product management on the organizational structure - defining the area of activity.
  • 6. Key areas of product management.
  • 7. Product manager and his functions.
  • 8. Product management tactics.
  • 9. Key interface for product management.
  • 10. Management, development, delivery organization in product management.
  • 11. Sales, marketing, customers in product management.
  • 12. Goals and tasks in product management.
  • 13. Activities of the product manager.
  • 14. Product management maturity model.
  • 15. Product management framework from the perspective of organizational process.
  • 16. Main areas of product management.
  • 17. Lecture by a practitioner.
  • 18. Responsibility for product management.
  • 19. Product management alignment.
  • 20. Product management collaboration.
  • 21. Planning skills for product managers.
  • 22. Product skills - products.
  • 23. Functional skills.
  • 24. Lecture by a practitioner.
  • 25. Product manager interview preparation and negotiation.
  • 26. Practical application of product management to the product life cycle.
  • Seminars:
  • 1. Characteristics of the management process and product management on the selected subject of investigation - differences.
  • 2. Selection and characterization of the enterprise, including the creation of a list of products and their classification.
  • 3. Development of a management plan for the introduction of product management into the selected enterprise.
  • 4. Establishment of a matrix of key areas of the enterprise for product management and description of their content.
  • 5. Characteristics of the activities and competencies of the product manager, including the anchoring of the PM department in the organizational structure. of the selected company.
  • 6. Identification of key interfaces for product management for the selected object of investigation.
  • 7. Creation of a product dashboard - their consolidated presentation from a product management perspective.
  • 8. Definition of product management goals and objectives based on key performance indicators for the selected entity.
  • 9. Description of the activities of the product manager on the selected product using the example of the selected entity.
  • 10. Determination of a product management excellence model for the selected entity, including the development of a process design for its renewal.
  • 11. Characteristics of product strategy areas and tasks.
  • 12. Areas and tasks of the product manager in sales and distribution.
  • 13. Product management and its role in service and support
Literature
    required literature
  • ŠVECOVÁ, L. a J. VEBER, 2021. Produkční a provozní management. Praha: Grada. ISBN 978-80-271-1385-9.
  • GALLO, P., J. VACHAL a J. STRAKOVA, 2022. Produktový management. Dominanta.
    recommended literature
  • HEYNES, S., 2019. The Product Manager's Survival Guide, Second Edition: Everything You Need to Know to Succeed as a Product Manager. New York: McGraw-Hill Education. ISBN 9781260135237.
  • STARK, J., 2019. Product Lifecycle Management - Volume 1. New York: Springer. ISBN 9783030288648.
  • LEMAY, M., 2022. Product Management in Practice. Sebastopol: O'Reilly Media, Inc. ISBN 9781098119737.
  • PICHLER, R., 2021. How to Lead in Product Management. Wendover: Pichler Consulting. ISBN 978-1-9163030-0-3.
Forms of Teaching
Lecture
Seminar
Tutorial
Teaching Methods
Frontal Teaching
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for the Mid-term Test2424
Preparation for Lectures35 
Preparation for Seminars, Exercises, Tutorial2024
Preparation for the Final Test5050
Samostudium (in Czech) 85
Závěrečný test (in Czech)11
Attendance on Lectures52 
Attendance on Seminars/Exercises/Tutorial/Excursion2624
Total:208208
Assessment Methods and Assesment Rate
Test – mid-term 30 %
Test – final 70 %
Exam conditions
For successful passing of the course, it is necessary to achieve a minimum of 70% in the sum of the continuous and final assessment under the conditions set out below. 30 points can be obtained in the continuous assessment, i.e. 30%. A total of 70 points, i.e. 70 %, may be obtained in the final assessment. Overall course classification, i.e. final assessment points (70 - 0) + continuous assessment points (30 - 0): A 100 - 90, B 89.99 - 84, C 83.99 - 77, D 76.99 - 73, E 72.99 - 70, FX 69.99 - 30, F 29.99 - 0.
Language of instruction
Czech
Teacher's information
A full-time student is obliged to meet the mandatory 70% attendance in contact teaching, i.e. everything except lectures. If attendance is not met, the student will automatically be graded "-".
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