Winners and Losers: An Introduction to Product Management

Abstract

Managers are essential in the strategy-making process and often use the launch of new products to aide in the advancement of their selected organizations. This article links current management curriculum with the role of the product manager, introduces students to the concepts of strategy and product management, and encourages students to think about the importance of new products. This is accomplished through an open-ended exploration of product design, pricing, and target market reactions while providing the opportunity to foster teamwork and creative thinking in the classroom. This exercise gives students the opportunity to analyze a product and pitch their product in the role of a product manager. During the exercise debrief, students learn how their given product was viewed by a target market and are challenged to think about what makes a successful strategic decision.