Graduate Certificate in Product Management


Overview

The Product Management discipline or profession is one that involves both product specific knowledge and a highly specialized set of marketing and business skills. The product specific knowledge is often either learned on the job (i.e. for consumer packaged goods such as potato chips) or attained in some industries and products by having a technical background or degree (i.e. engineers for telecommunications, scientists and pharmacists in drug companies, etc). In the technical field, many managers are often promoted into a product management role but are unfamiliar with the business and marketing skill sets this new role entails. Often they attend seminars and short courses which vary in quality and duration.

This graduate certificate is intended to fill this knowledge void in the Dallas/Fort Worth area, which has a high concentration of product management positions. The certificate also provides employers with a mechanism to make sure their technically competent managers are knowledgeable in the business and marketing aspects of product management.

The Product Management Certificate contains a set of highly specialized courses critical for product management success: new product development, product management (forecasting, how to analyze data and managing the product throughout the different stages of its lifecycle), pricing and brand management.

Curriculum & Prerequisites

The program consists of four semester-long courses.

Please note this is not an online certificate, while one or more courses may eventually be offered online, there are no plans for all the courses to be available online.

Please note some of the courses require Marketing Management (MKT 6301) as a prerequisite. If you are a non–degree seeking student, please speak with the Program Director for a waiver request.

MKT 6362 Marketing Models (3 semester hours): This course teaches quantitative models that are necessary when implementing marketing strategy such as segmentation, positioning, product portfolios and marketing mix variables. Companies are increasingly using and applying the modeling approach to marketing decision making. Topics and tools covered include: forecasting, product diffusion and advertising, sales force allocation and sizing models, analysis of scanner data in brand choice models, promotional profitability and more. Students will be given a rudimentary knowledge of SAS and other commercially-used software. This class is required for the Academic Certificate in Product Management. Prerequisite: MKT 6301 and OPRE 6301 or consent of instructor. (3-0) Y

  1. MKT 6329 New Product Development (3 semester hours): Development and introduction of new products and the management of existing products. Topics include product positioning, screening, concept development, test marketing, and branding strategies. Further students will learn to use conjoint analysis for new product development, measurement of brand equity, product line extensions, and management of services. Prerequisite: MKT 6301 or consent of instructor. (3–0) Y
  2. MKT 6330 Brand Management (3 semester hours): To study the role and philosophy of brand management in the strategic marketing process and the resulting effects on strategic and marketing decisions. Topics will include the strategic brand building process, segmentation and positioning for building brands, consumer behavior, brand information systems, building brand equity and the application of brand management using marketing principles. Prerequisite: MKT 6301 or consent of instructor.(3–0) Y
  3. MKT 6336 Pricing (3 semester hours): Techniques to price durable goods, packaged goods and services. Topics include: perceived value pricing, bundling, price discrimination, product–line pricing, dynamic pricing over the products’ life–cycle, pricing through the marketing channel, and competitive pricing. In addition to microeconomic approaches to pricing, behavioral approaches to pricing will also be covered. Pricing decisions will be analyzed using spreadsheet analysis. Prerequisites: MKT6301 or consent of instructor. (3–0) T

Proficiency Examination: After the student (both degree and non–degree seeking) completes the required courses with a grade of B (3.0 GPA) or better in each of the required courses, they must also take a comprehensive examination on a pass/fail basis which will assess their knowledge of the subject matter. You must score a 70 to pass and are allowed only two additional re-takes.

The exam is offered at the end of the Fall or Spring semester once the candidate completes the four required courses and has achieved a B or better in each of these courses. You may not re-take a course if you get below a B which will thus end your chances of obtaining this certificate. The proficiency exam consists of approximately 100 multiple choice questions and approximately 15 short answer/essay type questions. The proficiency exam material primarily comes from the midterm and final exams from each of the your courses as well as conceptual questions to determine your overall understanding and mastery of the subject matter.

When it’s offered

The coursework is completed by taking two courses in the fall (Brand Management & Marketing Models) and the other two (Pricing and New Product Development) during the spring semester. Courses are usually offered at 7:00 pm (in the Fall & Spring) or 6:00 pm (in the Summer) and during weekdays to allow working students to participate. Occasionally a course may be offered at 4:00 pm.

Courses are usually offered at 7:00 pm (in the Fall & Spring) or 6:00 pm (in the Summer) and during weekdays to allow working students to participate. Occasionally a course may be offered at 4:00 pm.

How long it takes to complete

The program can usually be completed in two semesters with two courses in the fall and two courses in the spring. The proficiency exam will be administered at the end of the spring semester.

Cost

The cost is based on three semester credit hours per course taken. Costs may be higher or lower if you take more or fewer courses than two per semester. For non-degree seeking students there is NO financial aid available for this certificate. We encourage non–degree seeking students to consider enrolling in our MS in Marketing which is a total of 12 courses and which includes the Product Management certificate or add it as a dual degree. To calculate your tuition costs, please visit the University’s Bursar’s Office Page tuition schedule. Look at the graduate column and if you have been a Texas resident for at least one year look at the resident column, then lookup how many semester credit hours you will take each semester and then add up all the semesters. The average cost if you take 2 courses per semester is approximately $8,500 for all 4 courses.

Application

The program is open to domestic and international degree seeking students BUT only to domestic non–degree seeking students. If you are an international student you may not apply for this certificate. Degree seeking: Students already enrolled in a degree program in the School of Management are automatically eligible for enrolling in the certificate program and may begin taking required courses immediately via normal course registration.

Domestic non–degree seeking students: Application deadlines are (Fall: July 1; Spring: November 1; Summer: April 1). To apply for the Product Management Certificate Program as a non–degree seeking student follow these steps and send the required information to Alexander Edsel.

  1. Copy of your undergraduate and if applicable graduate college transcript
  2. Resume
  3. One page essay stating your career goals and expectations from pursuing this certificate

The program director will then either schedule a meeting or direct you to an online application with a $50 fee

For more information or questions regarding the program, please contact Alexander Edsel.