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MNM2608/101/3/2018
Tutorial letter 101/3/2018
PRODUCT MANAGEMENT
MNM2608
Semesters 1 & 2
Department of Marketing
and Retail Management
IMPORTANT INFORMATION:
Please register on myUnisa, activate your myLife e-mail address and make sure that
you have regular access to the myUnisa module website, MNM2608-2018-S1/S2,
as well as your group website.
Note: This is an online module and therefore it is available on myUnisa. However, in
order to support you in your learning process, you will also receive some study material
in printed format.
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CONTENTS
Page
1 INTRODUCTION ............................................................................................................................ 4
1.1 Getting started ................................................................................................................................ 4
2 OVERVIEW OF MNM2608 ............................................................................................................. 5
2.1 Purpose .......................................................................................................................................... 5
2.2 Outcomes ....................................................................................................................................... 5
3 LECTURER AND CONTACT DETAILS ......................................................................................... 5
3.1 Lecturer ........................................................................................................................................... 5
3.1.1 Lecturer availability ......................................................................................................................... 5
3.2 Department ..................................................................................................................................... 6
3.3 University ........................................................................................................................................ 6
4 RESOURCES ................................................................................................................................. 7
4.1 Prescribed books ............................................................................................................................ 7
4.2 Page reference guide ..................................................................................................................... 7
4.3 Inventory letter ................................................................................................................................ 7
4.4 Additional reading list ...................................................................................................................... 8
4.5 Joining myUnisa ............................................................................................................................. 8
4.6 Other resources – printed support material .................................................................................... 8
4.7 Library services and resource information ...................................................................................... 9
5 HOW TO STUDY THIS MODULE ONLINE .................................................................................. 10
5.1 What it means to study fully online ............................................................................................... 10
5.2 The myUnisa tools you will use .................................................................................................... 10
6 STUDENT SUPPORT SERVICES FOR THE MODULE .............................................................. 10
6.1 Predatory providers of classes and examination support ............................................................. 12
6.2 TVET Agreements ........................................................................................................................ 13
7 MODULE-SPECIFIC STUDY PLAN ............................................................................................. 13
8 ASSESSMENT ............................................................................................................................. 15
8.1 General remarks ........................................................................................................................... 15
8.2 Plagiarism ..................................................................................................................................... 15
8.3 Submission of assignments .......................................................................................................... 16
8.4 Compulsory assignments ............................................................................................................. 16
8.5 Commentaries and feedback on assignments .............................................................................. 16
8.6 Due dates and unique numbers of assignments........................................................................... 16
8.7 Year marks ................................................................................................................................... 17
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9 EXAMINATIONS .......................................................................................................................... 17
9.1 Examination admission ................................................................................................................. 17
9.2 Examination period ....................................................................................................................... 17
9.3 Examination paper ........................................................................................................................ 18
9.4 Previous examination papers ....................................................................................................... 18
10 FREQUENTLY ASKED QUESTIONS .......................................................................................... 18
11 CONCLUDING REMARKS .......................................................................................................... 19
ADDENDUM A – ASSIGNMENTS ............................................................................................................. 20
ADDENDUM B – ADDITIONAL READING LIST ....................................................................................... 34
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1 INTRODUCTION
Dear Student,
The field of product management is extremely dynamic and challenging. We shall do our best to
make your study of this module interesting, useful and successful. You will be well on your way to
success if you start studying early in the semester and resolve to do the assignments properly.
Because this is a fully online module, you will need to use myUnisa to study and complete the
learning activities for this course. Visit the website for MNM2608 on myUnisa frequently. The website
for your module is MNM2608-18-S1/S2.
1.1 Getting started
Owing to the nature of this module, you can read about the module and find your study material
online. Go to the website at https://my.unisa.ac.za and log in using your student number and
password. You will see MNM2608-18-S1/S2 in the row of modules displayed in the orange blocks
at the top of the webpage. Select the More tab if you cannot find the module you require in the
orange blocks. Then click on the module you want to open.
You will receive this tutorial letter and a printed copy of the online study material for your module.
While the printed material may appear different from the online study material, it is the same, as it
has been copied from the myUnisa website.
We wish you much success in your studies!
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2 OVERVIEW OF MNM2608
2.1 Purpose
The purpose of this module is to enhance your understanding of the principles of product management. This module is delivered using myUnisa and the internet as well as peer group interaction. Your
lecturers will interact with you on myUnisa and via e-mail.
2.2 Outcomes
After completing this module, you should be able to:
Discuss the concept of a product in a marketing context and the impact of a product in the
marketing strategy
Discuss the various phases of product life cycle
Explain the importance of the new product development process
Discuss the individual product decisions that can affect a business’s marketing strategy
3 LECTURER AND CONTACT DETAILS
3.1 Lecturer
My name is Leanne Manley and I am the lecturer for this module. My contact details are as follows:
Address: AJH van der Walt Building, Muckleneuk Campus
Office number: 5-69
Telephone: 012 429 8303
Fax: 012 429 3759
E-mail: [email protected]
Please note that lecturers should only be contacted for academic enquiries, that is, enquires about
the content of the module. Letters to lecturers may NOT be enclosed with assignments.
3.1.1 Lecturer availability
The lecturer for this module will be available to take phone calls on academic matters and/or to
attend to students who may prefer to visit personally for academic engagement. However, the days
and times of lecturer’s availability will be communicated on the module page on myUnisa. These
days and times are subject to change from time to time in order to accommodate the lecturer’s work
schedule and other commitments. The changes on the days and times will be communicated by the
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lecturer in advance through the announcement tab on myUnisa as and when this happens. Students
are advised to check the module page on myUnisa before making phone calls or visiting the
lecturer’s office for academic enquiries/engagements.
3.2 Department
You can contact the Department of Marketing and Retail Management as follows:
Telephone number: 012 429 8303
E-mail: [email protected]
3.3 University
To contact the university, follow the instructions in the Study @ Unisa brochure. Remember to have
your student number available whenever you contact the University.
Whenever you write to a lecturer, please include your student number to enable the lecturer to help
you more effectively.
Administrative enquiries concerning fees, receipt of assignments, examination dates etc. should be
directed to the relevant administrative departments as indicated below:
Communication with the administrative departments of the University
If you need to contact the University about matters not related to the content of this subject, please consult
the Study @ Unisa brochure that you received with your study material. This brochure contains information
on how to contact the University (for example, to whom you can write for different queries, important
telephone and fax numbers, addresses and details of the times certain facilities are open).
Always have your student number at hand when you contact the University.
Please note that all administrative enquiries should be directed to:
Student admissions and registrations [email protected]
Student assessment administration for assignments [email protected]
Student assessment administration for examination [email protected]
Despatch: Study material [email protected]
Finance [email protected]
ICT (myUnisa & myLIfe) [email protected]
Also study Tutorial letter 301 MRMALL8/2018 for further contact information.
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4 RESOURCES
For library request service procedures (listed below), please consult the Study @ Unisa brochure.
4.1 Prescribed books
The tutorial matter for this module consists of the following:
ONE study guide and a number of tutorial letters available in English (supplied by Unisa)
TWO prescribed books (which you must obtain yourself)
The compulsory prescribed books for MNM2608 are:
Bothma, C.H. 2017. Product Management. 2nd ed. Cape Town: Juta. ISBN: 9781485125426.
Nieuwenhuizen, C. & van Heerden, C.H. 2016. Contemporary Retail and Marketing Case
Studies. 2nd ed. Cape Town: Juta. ISBN: 9781485102151.
Prescribed books can be obtained from the University's official booksellers, see a list of official
booksellers and their addresses in the Study @ Unisa brochure. If you have difficulty in locating
your book(s) at these booksellers, please contact the Prescribed Books Section at 012 429 4152 or
e-mail [email protected].
4.2 Page reference guide
The page reference guide will be provided in tutorial letter 102.
4.3 Inventory letter
At the time of registration, you will receive an inventory letter that will tell you what you have received
in your study package and also show items that are still outstanding. Also see the brochure entitled:
Study @ Unisa.
Check the study material that you have received against the inventory letter. You should have
received all the items listed in the inventory, unless there is a statement indicating “out of stock” or
“not available”. If any item is missing, follow the instructions on the back of the inventory letter without
delay.
NOTE: Your lecturers cannot help you with missing study material. Please contact the Unisa
Despatch Department at [email protected] in the case of missing study material.
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Apart from this tutorial letter and Tutorial Letter 301/MRMALL8/2018, you will also receive other
tutorial letters during the semester. Tutorial letters 201 and 202 will not necessarily be made
available at the time of registration. These tutorial letters will be dispatched to you as soon as they
are available, or when they are scheduled to be dispatched (for instance, providing feedback on the
assignments).
If you wish you can view the study guides and tutorial letters for the modules for which you are
registered on myUnisa, at http://my.unisa.ac.za.
4.4 Additional reading list
There are rapid developments and constantly new applications in the field of product management.
It is therefore recommended that you get some exposure to developments in this field on a regular
basis. This can be done by reading magazines on this topic and by consulting the internet. To help
you, we shall give you the names of some websites, books and articles you can read. These are
listed in addendum B. In order to link up theory and practice we recommend that you consult some
additional material in this exciting and interesting field. You can consult magazines, books, and
relevant websites that you find for yourself.
4.5 Joining myUnisa
If you have access to a computer that is linked to the internet, you can quickly access resources
and information at the University. The myUnisa learning management system is the University's
online campus that will help you communicate with your lecturers, with other students and with the
administrative departments at Unisa – all through the computer and the internet.
You can start at the main Unisa website at http://www.unisa.ac.za and then click on the myUnisa
orange block. This will take you to the myUnisa website. To go to the myUnisa website directly, go
to https://my.unisa.ac.za. Click on the Claim UNISA Login on the right-hand side of the screen on
the myUnisa website. You will then be prompted to give your student number in order to claim your
initial myUnisa details as well as your myLife e-mail login details.
For more information on myUnisa, consult the Study @ Unisa brochure, which you received with
your study material.
4.6 Other resources – printed support material
Because we want you to be successful in this online module, we also provide you with some of the
study material in printed format. This will allow you to read the study material even if you are not
online.
The printed study material will be sent to you at the beginning of the semester, but you do not have
to wait for it before you start studying – you can go online as soon as you have registered and find
all your study material there. The material we will send you is an offline copy of the formal content
for the online module. Having an offline copy will enable you to study for this module WITHOUT
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having to use the internet or to go to an internet café. It will save you time and money, and you will
be able to read and re-read the material and start doing the activities.
It is very important that you log in to myUnisa regularly. We recommend that you log in at least once
a week or every 10 days to do the following:
Check for new announcements. You can also set your myLife e-mail account to receive the
announcement e-mails on your cellphone.
Do the Discussion Forum activities. When you do the activities for each unit, we want you
to share your answers with the other people in your group. You can read the instructions and
even prepare your answers offline, but you will need to go online to post your messages.
Do other online activities. For some of the unit activities you will need take a quiz or complete
a survey under the Self-Assessment tool. Do not skip these activities because they will help
you complete the assignments and the activities for the module.
We hope that by giving you extra ways to study the material and practice all of the activities, this
system will help you succeed in the online module. To get the most out of the online course you
MUST go online regularly to complete the activities and assignments on time.
Remember, the printed support material is back-up material for everything that is found online on
myUnisa. It does not contain any extra information. In other words, do NOT wait for the printed
support material to arrive before you start studying.
4.7 Library services and resource information
For brief information, go to www.unisa.ac.za/brochures/studies
For detailed information, go to http://www.unisa.ac.za/library.
For research support and services of personal librarians, click on "Research support".
The Library has compiled numerous library guides:
finding recommended reading in the print collection and e-reserves –
http://libguides.unisa.ac.za/request/undergrad
requesting material – http://libguides.unisa.ac.za/request/request
postgraduate information services – http://libguides.unisa.ac.za/request/postgrad
finding, obtaining and using library resources and tools to assist in research –
http://libguides.unisa.ac.za/Research_Skills
contacting the Library/finding us on social media/frequently asked questions –
http://libguides.unisa.ac.za/ask
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5 HOW TO STUDY THIS MODULE ONLINE 5.1 What it means to study fully online
Studying fully online modules differs completely from studying some of your other modules at Unisa.
All your study material and learning activities for online modules are designed to be
delivered online on myUnisa. Although we give you a printed copy to support your studies,
the module is designed to be delivered online.
All of your assignments must be submitted online. This means that you do all your activities
and submit all your assignments on myUnisa. In other words, you may NOT post your
assignments to Unisa using the South African Post Office.
All of the communication between you and the University happens online. Lecturers will
communicate to you by e-mail, and using the Announcements, the Discussion Forums and
the Questions and Answers tools. You can also use all of these ways to ask questions and
contact your lecturers.
5.2 The myUnisa tools you will use
You will find all the information about how to use the myUnisa tools on the module site, in Unit 0.
However, we thought it important to stress the tools that you will use for your formal assignments
and activities.
In this module, there are two different types of assessment, for which the following two myUnisa
tools are used:
Discussions: This tool is associated with online discussion forums, where you share your
ideas and insights with other students in your small groups.
Assignments: The assignments that are not submitted under Discussions are written
assignments. You will need to type the written assignment in a Word document, save it in a
PDF format and submit it online in the same manner in which you submit all other assignments
online.
Under Discussions there may also be several other discussion forums where you can share ideas
and post your discussions online.
6 STUDENT SUPPORT SERVICES FOR THE MODULE
For information on the various student support systems and services available at Unisa (for example,
student counselling, tutorial classes, and language support), please consult the Study @ Unisa
brochure that you received with your study material.
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Study groups
It is advisable to have contact with fellow students. One way to do this is to form study groups. The
addresses of students in your area may be obtained from the following department:
Directorate: Student Administration and Registration
PO Box 392
UNISA
0003
myUnisa
Please note that contact with students via the internet is important as all your study material is also
available under Official study material on myUnisa. You will also be able to utilise the Discussion
forum where you can communicate with your lecturers and fellow students. Utilising myUnisa will
also help you to get easy access to other resources and information of the university.
To go to the myUnisa website, start at the main Unisa website, http://www.unisa.ac.za, and then
click on the ‘myUnisa’ link under ‘Current students’ within the orange-coloured block near the centre
of the web page. This will take you to the myUnisa website. You can also go there directly by typing
in http://my.unisa.ac.za.
Please consult the Study @ Unisa brochure, which you received with your other study material for
more information on myUnisa. If you should misplace any of your study material, you can access
this study material on myUnisa.
Tutorial support
Please be informed that, with effect from 2013, Unisa offers online tutorials (e-tutoring) to students
registered for modules at NQF level 5, 6 and 7, which means qualifying first year, second year and
third year modules.
TO REITERATE:
We use myUnisa to communicate with our students, so it is essential that you register with this
service as quickly as possible and that you visit myUnisa regularly to keep abreast of any new
developments or changes. Think about checking myUnisa for any communication from the
lecturer/department before contacting us telephonically, as your query may already have been
answered on myUnisa.
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Once you have been registered for a qualifying module, you will be allocated to a group of students
with whom you will be interacting during the tuition period as well as an e-tutor who will be your
tutorial facilitator. Thereafter you will receive an SMS informing you about your group, the name of
your e-tutor and instructions on how to log onto myUnisa in order to receive further information on
the e-tutoring process.
Online tutorials are conducted by qualified e-tutors who are appointed by Unisa and are offered free
of charge. All you need to be able to participate in e-tutoring is a computer with internet connection.
If you live close to a Unisa regional Centre or a Telecentre contracted with Unisa, please feel free
to visit any of these to access the internet. e-Tutoring takes place on myUnisa where you are
expected to connect with other students in your allocated group. It is the role of the e-tutor to guide
you through your study material during this interaction process. For you to get the most out of online
tutoring, you need to participate in the online discussions that the e-tutor will be facilitating.
There are modules which students have been found to repeatedly fail, these modules are allocated
face-to-face tutors and tutorials for these modules take place at the Unisa regional centres. These
tutorials are also offered free of charge, however, it is important for you to register at your nearest
Unisa Regional Centre to secure attendance of these classes.
Unisa offers tutor services for students as additional academic support at the various Unisa regional
learning centres throughout the country. A tutorial is an organised session where students and
tutor(s) meet regularly at a particular venue and at scheduled times to discuss course material. The
main purpose of the tutorial services is to facilitate student learning by developing the student’s
independent learning skills and assisting students to become motivated. Tutorials help the students
to develop and enhance their learning experience and academic performance through interaction
with the tutor and fellow students. Tutorials are not compulsory and willing students receive relevant
tutorial support. Interested students are advised to consult a learning centre closest to them to enroll
for tutorials. For further information on tutorials consult the Study @ Unisa brochure.
6.1 Predatory providers of classes and examination support
Please be aware of the existence of multiple fraudulent and predatory providers of classes and
examination guidance to Unisa students. Please note that Unisa do not have agreements with any
of these agencies/schools/colleges to provide tuition or support to our students. Unisa also do not
provide these predators with study material, guidelines or your contact information.
These providers may not have the necessary expertise to assist you and often charge exorbitant
fees. If you receive an invitation from any agency or College, it is best to confirm with your lecturer
if the provider is a legitimate Unisa partner.
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6.2 TVET Agreements
Unisa, however, have agreements with a number of TVET Colleges to provide contact tuition and
support for students in the following Higher Certificates:
- Higher Certificate in Economic & Management Sciences - Higher Certificate in Banking - Higher Certificate in Tourism - Higher Certificate in Accounting Sciences
More information on this is available on the Unisa website.
7 MODULE-SPECIFIC STUDY PLAN
Below is a study plan that we propose you use to work through the study material systematically, up
to the examination. It is, however, merely a broad guideline and you may adapt it to fit your own
particular time schedule. The time allocated to each topic also serves as an indication of its
importance within the context of all the prescribed study material. Also refer to the page reference
guide for more detail on main learning areas. Please see the Study @ Unisa brochure for general
time management and planning skills.
Study unit
Topic Time taken
Date to be completed
1st sem/ 2nd sem
Main learning areas
1 The product concept 12
hours 9 February/
13 July
Describe the product concept.
Identify where the product fits into the marketing mix.
Discuss consumer needs
Discuss the layers of the product concept.
2 Product classification
9 hours
16 February/ 20 July
Explain the nature of product and
various product classification systems
that the marketer needs to be aware of.
3 Product decisions 12
hours 23 February/
27 July
Discuss the role of packaging the product in detail.
Explain the usefulness of labelling the product.
Discuss the various product line decisions.
Discuss the various quadrants within the BCG growth share matrix
4 Branding 18
hours 2 March/ 3 August
Discuss branding and its components thereof.
Discuss the advantages and disadvantages of branding.
Identify the different type of brands.
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Study unit
Topic Time taken
Date to be completed
1st sem/ 2nd sem
Main learning areas
5 Product differentiation and positioning
18 hours
9 March/ 10 August
Define product differentiation and product positioning.
Discuss the dimensions of product differentiation and the methods of positioning.
6 New product development
12 hours
16 March/ 17 August
Explain organisational and consumer classifications of new products.
Discuss the reason why developing new products is important for the business and the customer.
Discuss the reasons for product success and failure.
Discuss the steps in the new product development process according to the relevant prescribe literature and illustrate these steps by means of practical examples.
Discuss the diffusion of innovation.
Explain the consumer adoption process.
7 Product life cycle 12
hours 23 March/ 24 August
Explain the meaning and the importance of the product life cycle in the business environment.
Discuss the four phases of a product life cycle with specific reference to their characteristics.
Discuss the integrated strategy that can be developed by the marketer during each phase of the product life cycle.
Discuss the different types of PLC patterns.
8 Ethical and legal issues relating to products
18 hours
30 March/ 31 August
Explain and discuss the various consumer protection acts.
Explain the use of patents and designs, and policies underpinning them.
Discuss the legal protection competitive and commercialisation issues.
Discuss how brand protection is used by many companies and the standards for product safety.
9
Product management and the product manager
9 hours
6 April/ 7 September
Discuss the role of product managers.
Discuss the skills requirements for a product manager and their importance.
Explain how product management has evolved.
Discuss the trends in product management.
Total: 120 hours
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8 ASSESSMENT
8.1 General remarks
The assignments for this module are contained in addendum A, further on in this tutorial letter.
Before you do the assignments please study the rest of this section.
Assignments are seen as part of your learning experience for this module. The process of doing the
assignment includes studying the prescribed textbook, consulting other resources, discussing the
work with fellow students or tutors, or doing additional research. You are, in fact, actively engaged
in learning. Pay attention to the assessment criteria for each assignment as these criteria will help
you to understand what is required of you.
8.2 Plagiarism
Plagiarism is presenting other people’s ideas and writings as your own and is NOT allowed. This is
one of our greatest frustrations with students and is also where many students fall short. You are
expected to submit a written assignment that you can proudly say is your OWN work. Yet, many
students in the past have simply copied major sections from a variety of different sources
(particularly from the web) and pasted it as their own work, sometimes with a reference. Some
students seem to think that if they provide a reference, they are allowed to copy and paste whole
sections of text – this is plagiarism and is not allowed. In the academic world it is one of the most
serious offences to copy the work of others and present it as your own.
If you are guilty of plagiarising, we will return your work unmarked. If you plagiarise excessively, we
may take further action in this regard. The university has special software to detect plagiarism and
we use this software all the time. If you copy and paste you are likely to fail. You have to create your
own voice when putting forward your discussion.
Refer to Tutorial Letter MRMALL8/301/2018 for more information on plagiarism, referencing and
writing style.
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8.3 Submission of assignments
You must submit your assignments electronically via myUnisa.
To submit an assignment via myUnisa:
Go to myUnisa
Log in with your student number and password.
Select the module.
Click on “assignments” in the left-hand menu.
Click on the assignment number you want to submit.
Follow the instructions on the screen.
For detailed information and requirements as far as the submission of assignments are concerned, see the
Study @ Unisa brochure that you received with your study material.
NOTE: Enquiries about assignments (for example, whether or not the University has received your
assignment or the date on which an assignment was returned to you) must be addressed to
[email protected]. You might also find information on myUnisa.
8.4 Compulsory assignments
There are TWO compulsory assignments for this module (Assignment 01 - Discussion question
and Assignment 02 - Multiple choice questions). There are non-negotiable submission deadlines
for each of these two assignments (see addendum A further on). You need to submit the first of
these assignments if you wish to gain entry to the examination! Both compulsory assignments,
however, contribute to your year mark.
8.5 Commentaries and feedback on assignments
You will receive the correct answers to your assignment questions in Tutorial Letters 201 (for
assignment 01) and 202 (for assignment 02). These tutorial letters will be available on myUnisa.
The assignments and the commentaries on these assignments constitute an important part of your
learning and should help you to be better prepared for the next assignment and the examination.
8.6 Due dates and unique numbers of assignments
Compulsory due dates and unique numbers are available in addendum A.
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8.7 Year marks
Your year mark, based on the mark obtained for the two compulsory assignments, contributes 20%
towards your final mark, while your examination mark contributes 80%.
The combined weighted average of your year mark and examination mark must be 50% or higher
for you to pass the module. However, you must obtain a minimum of 40% in the examination,
regardless of your year mark. If you obtain less than 40% in the examination your year mark will not
be taken into account and you will fail.
For example:
Assignment mark 01 = 60%
Assignment mark 02 = 80%
Average mark = 70% (60% + 80% / 2)
20% of the assignment mark = 14%
Examination mark = 50%
80% of the examination mark = 40%
Final mark = (20% assignment mark) + (80% examination mark)
= 14% + 40%
= 54%
You will need a final mark of at least 40% to qualify for a supplementary examination. Refer to Tutorial
Letter MRMALL8/301/2018 for more information.
9 EXAMINATIONS
For general information and requirements as far as examinations are concerned, see the Study @
Unisa brochure, which you received with your study material.
9.1 Examination admission
Examination admission will be granted to all students who submit the first compulsory assignment.
Students who do not submit the first assignment will not be allowed to write the examination.
9.2 Examination period
This module is offered on a semester basis, which means that there are two registrations each year.
If you register at the start of the year (1st semester registration), you will write the examination in
May/June 2018, while the supplementary examination (if applicable to you) will be written in
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October/November 2018. If you register in the middle of the year (2nd semester registration), you
will write the examination in October/November 2018, while the supplementary examination will be
written in May/June 2019.
During the year the Examination Section will provide you with information regarding the examination
in general, as well as information on examination venues, examination dates and examination times.
9.3 Examination paper
The format of the examination paper for undergraduate modules is as follows:
ALL EXAMINATION PAPERS ARE TWO-HOUR EXAMINATIONS!
Second-level modules:
The examination paper has two sections:
Section A is compulsory and counts 30 marks. This section will consist of 30 multiple-choice
questions.
Section B counts 40 marks. You will be given three 20-mark questions, of which you have to
answer any two. These questions will be essay-type questions and may have subsections.
These questions may be based on a case study.
Comment
If you are not sure whether your module is a 1st-, 2nd-, or 3rd-level module, simply check the numbering in
the module code. For example, ASP141Y is a 1st-level module; MNM202Y is a 2nd-level module, while
MND303V is a 3rd-level module.
9.4 Previous examination papers
Previous examination papers can be found on myUnisa. No answers for these previous examination
papers will be made available to students. We advise you, however, not to focus on this examination
question/paper only, as the questions you will get in the actual examination paper will be different.
You may, however, accept that the question format that will be asked in the examination will be
similar to the questions/paper provided.
10 FREQUENTLY ASKED QUESTIONS
The Study @ Unisa brochure contains an A-Z guide of the most relevant study information.
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11 CONCLUDING REMARKS
We hope that you will enjoy this module. We believe it to be a very useful and practical module.
Remember that the module requires you to work at your studies – the more you do, the more you
will get out of your studies. Do not hesitate to contact me if you encounter academic queries or
problems in your studies.
Kind regards,
Mrs L.L. Manley
Department of Marketing and Retail Management
UNISA
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ADDENDUM A – ASSIGNMENTS
There are TWO assignments for this module. These assignments are COMPULSORY and must be
submitted. Both compulsory assignments contribute to your year mark. You need to submit the
first of these assignments if you wish to gain admission to the examination. The submission dates
of these two assignments are non-negotiable.
SEMESTER 1, ASSIGNMENT 01 – COMPULSORY (must be submitted in order to gain examination admission)
When completing this assignment via myUnisa, be sure to use the correct unique number as
detailed below:
Semester Due Date Unique number
1 16 March 2018 685226
Refer to section 8 of this tutorial letter for information on the submission of assignments.
In order to answer the assignment you will need to read the 40Foods Distributors case study
on pages 8 to 27 of the prescribed case study book.
***Take note that this assignment counts 40 marks, which will be converted to a percentage out of
100. You will NOT be awarded marks if you quote theory verbatim or provide examples directly from
the prescribed textbook and/or study guide. You are required to do further research and to reference
sources used accordingly. Important: Provide a cover page indicating your name and student
number, the assignment number, date submitted and module code. Provide an introduction in which
you give a short overview of the company, a body in which you provide your answers to the questions
posed, and a brief conclusion. Make use of font Arial, size 11 and spacing 1.15. You may submit a
maximum of six pages (excluding the cover page and references). If this is exceeded, the
assignment will NOT be marked. We request that you submit your assignment in PDF on myUnisa.
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QUESTION
Tshego has recently matriculated and has decided to take a gap year, during which she wants to
open her own business. However, because Tshego does not know much about product
management principles, she has called on you, her friend, to explain a few aspects. To explain the
concepts in question practically you will need to make use of the 40Foods Distributors case study:
Explain to Tshego the concept of product line depth and breadth, using practical examples
relating to Miss K Ice Cream Food (4 marks will be awarded for the theoretical discussion and
2 marks for examples relating to the case study).
Explain to Tshego the three basic types of packaging according to Bothma (2013) and provide
a practical example of each relating to Miss K Ice Cream Food (6 marks will be awarded for
the theoretical discussion and 3 marks for examples relating to the case study).
Briefly discuss the five levels within Maslow’s hierarchy of needs, provide an example of each,
and then identify and motivate the level into which Miss K Ice Cream Food would best fit (5
marks for the theoretical discussion, 5 marks for examples given, and 2 marks for the
identification and motivation relating to the case study).
According to Bothma (2013), consumer goods can be divided into five sub-categories. Discuss
any four sub-categories, provide an example of each, and then identify and motivate into
which sub-category Miss K Ice Cream Food could best be classified (4 marks for the theoretical
discussion, 4 marks for any relevant examples given and 2 marks for the identification and
motivation relating to the case study).
Briefly discuss the concept of brand extension and provide an example relating to the 40Foods
Distributors case study (2 mark will be awarded for the theoretical discussion and 1 mark for
examples provided relating to the case study).
TOTAL: 40 MARKS
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SEMESTER 1, ASSIGNMENT 02 – COMPULSORY
(contributes to your year mark)
When completing the mark-reading sheet or submitting this assignment via myUnisa, be sure to use
the correct unique number as detailed below:
Semester Due Date Unique number
1 13 April 2018 758255
This assignment consists of fifteen multiple-choice questions. Each question is worth one mark, and
your mark out of fifteen will be converted to a percentage. Refer to section 8 of this tutorial letter for
information on the submission of assignments.
In order to answer question 1 you are required to read the 40Foods Distributors case study on
pages 8 to 27 of the prescribed case study book.
QUESTION 1
Miss K Ice Cream Food (fortified ice cream), produced by 40Foods Distributors (Pty) Ltd, can BEST
be seen to fall within which organisational classification of new products?
1 Repositioning
2 Improvement and revision
3 Addition to existing product line
4 New-to-the-world
In order to answer question 2 you are required to read the 4aKid case study on pages 28 to 33 of
the prescribed case study book.
QUESTION 2
Having read the 4aKid case study, which positioning method can the company BEST be seen to
employ?
1 Quality/price
2 Benefit
3 Attribute
4 Product category
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QUESTION 3
The core product in the product concept …
1 comprises all the sales support features, such as delivery, installation, warranties and support
services.
2 represents the main benefit or service that the product gives customers to satisfy their needs.
3 is the actual physical product that the organisation designs and produces, that is, the
“functional product”.
4 represents the marketing activities performed by the company.
QUESTION 4
Into which broad classification of industrial products would hand tools fall?
1 Capital products
2 Production products
3 Operating products
4 Variable products
In order to answer questions 5 and 6 you are required to read the Aqua Salveo case study on
pages 34 to 41 of the prescribed case study book.
QUESTION 5
Aqua Salveo is BEST considered a … brand.
1 generic
2 manufacturer
3 retailer
4 individual
QUESTION 6
In which stage of the product life cycle (PLC) does Aqua Salveo find itself?
1 Introduction stage
2 Growth stage
3 Maturity stage
4 Decline stage
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QUESTION 7
A cash cow is a product that is characterised by …
1 low market share and a low market growth rate.
2 high market share and a high market growth rate.
3 high market share and a low market growth rate.
4 low market share and a high market growth rate.
QUESTION 8
Which ONE of the following is NOT a reason for product success?
1 Ability to identify consumer needs in the market
2 Entrepreneurial culture in the organisation
3 Emphasis on product testing
4 Shorter lifespan of products owing to improved technology
In order to answer question 9 you are required to read the Innovative Glass Design case study
on pages 266 to 269 of the prescribed case study book.
QUESTION 9
Innovative Glass Design first made trophies out of glass, and then they moved on to different
materials such as imported crystal glass, resin, wood and various metals. Through the introduction
of these materials to the product line, Innovative Glass Design was BEST seen to …
1 increase its product depth.
2 increase its product breadth.
3 retrench aspects of its product line.
4 introduce products at a trade-down.
QUESTION 10
Who are the typical custodians of the new product development (NPD) process and are therefore
the specialists in their respective product markets?
1 Consultants
2 Venture teams
3 Product managers
4 Venture committees
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QUESTION 11
Which ONE of the following options represents a driver of innovation at a company level or micro-
level?
1 Global knowledge sourcing and collaborative networks
2 Growing customer expectations of service and quality
3 Sufficient local demand or easy access to foreign markets
4 Co-creation of value with customers and other stakeholders by means of social networks
In order to answer question 12 you are required to read the Nikon case study on pages 132 to
141 of the prescribed case study book.
QUESTION 12
Ideas and concepts for new product development at Nikon can be seen to be driven by … according
to the case study.
1 information from product testing
2 raw feedback from customers
3 scientific journals
4 competitors’ products
In order to answer question 13 you are required to read The Rollasole Business case study on
pages 200 to 211 of the prescribed case study book.
QUESTION 13
Rollasole shoes are packaged in a tin can and are then sold to consumers. This type of packaging
is referred to as … packaging.
1 primary
2 secondary
3 distribution
4 tertiary
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QUESTION 14
A revival product lifecycle pattern is BEST described as a pattern that …
1 is associated with a product that is launched in the market, but that fails within a short period.
2 reflects the life cycle of a typical seasonal or fashion product.
3 is associated with a product that has followed a traditional life cycle, but has been able to regain
sales because of marketing interventions.
4 reflects a rapid rise in sales, which reaches a peak and eventually stagnates because of a lack
of new customers and/or distribution outlets.
QUESTION 15
In which stage of the consumer adoption process does cognitive dissonance often occur?
1 Evaluation
2 Trial
3 Confirmation
4 Interest
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SEMESTER 2, ASSIGNMENT 01 – COMPULSORY (must be submitted in order to gain examination admission)
When completing this assignment via myUnisa, be sure to use the correct unique number as
detailed below:
Semester Due Date Unique number
1 24 August 2018 717888
Refer to section 8 of this tutorial letter for information on the submission of assignments.
In order to answer the assignment you will need to read the Tiger Brands case study on pages
212 to 218 of the prescribed case study book.
***Take note that this assignment counts 40 marks, which will be converted to a percentage out of
100. You will NOT be awarded marks if you quote theory verbatim or provide examples directly from
the prescribed textbook and/or study guide. You are required to do further research and to reference
sources used accordingly. Important: Provide a cover page indicating your name and student
number, the assignment number, date submitted and module code. Provide an introduction in which
you give a short overview of the company, a body in which you provide your answers to the questions
posed, and a brief conclusion. Make use of font Arial, size 11 and spacing 1.15. You may submit a
maximum of six pages (excluding the cover page and references). If this is exceeded, the
assignment will NOT be marked. We request that you submit your assignment in PDF on myUnisa.
QUESTION
Thandi has recently graduated from a fashion design school and she is now looking to set up a
business. Since Thandi has no business background, she has asked you to explain a few concepts
to her. To explain the concepts in question practically you will need to make use of the Tiger Brands
case study:
Briefly explain to Thandi the concepts of tangibility, intangibility, durability and non-durability,
and relate them to the Tiger Brands case study (4 marks will be awarded for the theoretical
discussion and 2 marks for the examples relating to any of the brands mentioned in the Tiger
Brands case study).
Briefly discuss any three sub-categories into which consumer products can be divided, provide
an example of each, and indicate into which sub-category the All Gold products of Tiger Brands
would best fit (3 marks will be awarded for the theoretical discussion, 3 marks for examples
given, and 2 marks for the identification and motivation of the consumer product classification
sub-category All Gold products would best be considered).
Discuss the three basic types of packaging and provide an example of each in relation to the
Energade products being discussed in the case study (6 marks will be awarded for the
theoretical discussion and 3 marks for the practical examples relating to the Energade).
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Product managers are often faced with challenges of how to extend their product offering.
Explain to Thandi the concept of product line depth and product line breadth using practical
examples from the beverage section of the Tiger Brands case study (4 marks will be awarded
for the theoretical discussion and 2 marks for practical examples relating to the Tiger Brands
beverage section).
Explain to Thandi the components of branding, using Energade as an example, and identify
and motivate the type of brand that Energade would be considered to be (4 marks will be
awarded for the theoretical discussion, 4 marks for practical application relating to Energade,
and 3 marks for the identification and motivation of the type of brand that Energade would be
considered).
TOTAL: 40 MARKS
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SEMESTER 2, ASSIGNMENT 02 – COMPULSORY
(contributes to your year mark)
When completing the mark-reading sheet or submitting this assignment via myUnisa, be sure to
use the correct unique number as detailed below:
Semester Due Date Unique number
1 28 September 2018 866828
This assignment consists of fifteen multiple-choice questions. Each question is worth one mark, and
your mark out of fifteen will be converted to a percentage. Refer to section 8 of this tutorial letter for
information on the submission of assignments.
In order to answer questions 1 and 2 you are required to read the 40Foods Distributors case
study on pages 8 to 27 of the prescribed case study book.
QUESTION 1
Miss K Ice Cream Food initially had three flavours only, but now it has added double chocolate and
strawberry. The addition of two extra flavours to its current product offering is BEST seen as …
1 mass customisation.
2 product amalgamation.
3 line stretching.
4 increasing its product depth.
QUESTION 2
Having read the Miss K Ice Cream Food case study, in which stage of the product life cycle would
its product BEST be considered?
1 Introduction stage
2 Growth stage
3 Maturity stage
4 Decline stage
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QUESTION 3
A metal-cutting machine used in the manufacturing of automobiles can BEST be categorised as a
… product in the classification of industrial products.
1 capital
2 production
3 operating
4 staple
QUESTION 4
Which ONE of the following examples BEST describes benefit positioning?
1 A hotel that claims to be the biggest hotel in the world
2 A car company that claims to make the safest car
3 A computer company that claims its products are the best for graphic designers
4 A shoe company that claims to have the best shoes for basketball players
In order to answer question 5 you are required to read the Ice Cream Ninjas case study on pages
82 to 86 of the prescribed case study book.
QUESTION 5
How does Ice Cream Ninjas differentiate itself in the South African market?
1 Product characteristics
2 Quality/price
3 Distribution
4 Product category
QUESTION 6
The late majority category in the diffusion of innovation is described as …
1 the first consumers to try out new ideas and offerings, and to be more willing to take purchase
risks.
2 opinion leaders in new products and services, who tend to spread the news of the performance
of the related product to their social networks and communities.
3 consumers who typically consist of grounded middle-class individuals whose purchase
behaviour is more deliberate.
4 a group of consumers who are generally less educated, have fewer sources of information,
and tend to be sceptical of new product ideas.
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QUESTION 7
Products that are characterised by high market shares and high market growth potential and that
are considered the best performing products an organisation has on the market are referred to as
… in the BCG matrix.
1 dogs
2 cash cows
3 stars
4 question marks
QUESTION 8
A strategic alliance between two companies with established brand names that apply to the same
product is referred to as …
1 amalgamation.
2 co-branding.
3 product contraction.
4 mass customisation.
In order to answer question 9 you are required to read the Nikon case study on pages 132 to 141
of the prescribed case study book.
QUESTION 9
Nikon cameras can BEST be seen to be classified as … in the consumer classification of new
products.
1 discontinuous innovations
2 dynamically continuous innovations
3 new-to-the-world products
4 repositioned products
In order to answer question 10 you are required to read the Yuppiechef case study on pages
262 to 265 of the prescribed case study book.
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QUESTION 10
Yuppiechef is one of South Africa’s leading online retailers. Which ONE of the following options
represents the augmented product in the product concept that a consumer will receive if they buy a
carving knife on the Yuppiechef online platform?
1 Free installation and servicing of the product
2 Free training in using the product
3 Free delivery of the product
4 Free after-sales support
QUESTION 11
Hard-core loyals are described as customer who ...
1 consistently buy the same brand or use the same store.
2 are willing to choose from a limited brand set.
3 shift their loyalty from one product brand to another.
4 show no loyalty to any single brand of product.
In order to answer question 12 you are required to read The Rollasole Business case study on
pages 200 to 211 of the prescribed case study book.
QUESTION 12
Rollasole can BEST be seen to position itself according to … positioning.
1 brand
2 distribution
3 user
4 product category
In order to answer questions 13 and 14 you are required to read the Aqua Salveo case study on
pages 34 to 41 of the prescribed case study book.
QUESTION 13
What type of packaging is discussed in the Aqua Salveo case study?
1 Group packaging
2 Secondary packaging
3 Primary packaging
4 Tertiary packaging
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QUESTION 14
“Aqua Salveo is a trademarked, patented South African product.” Which ONE of the following
options BEST describes the concept of a patent?
1 It is a brand name, a slogan or a logo that identifies the services or goods of a company and
distinguishes them from the goods and services of competitors.
2 It is an exclusive right granted for an invention, which is a product or a process that provides a
new way of doing something, or offers a new technical solution to a problem.
3 It is an exclusive right granted by law for a specific term to an author or designer for his/her
original work.
4 Is a free, written statement, typically provided by a manufacturer, whereby the manufacturer
undertakes to repair or replace an item within a specific period from the date at which the item
was purchased.
QUESTION 15
Which ONE of the following options represents step 3 (a) and step 7 (b) of the process of product
design and prototyping?
1 (a) final design; (b) design prototyping
2 (a) preferred design selection; (b) interim final design
3 (a) interim final design; (b) basic concept design alternatives
4 (a) concept design evaluations; (b) interim final design
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ADDENDUM B – ADDITIONAL READING LIST
There are rapid developments and constantly new applications in the field of product management.
It is therefore recommended that you get some exposure to developments in this field on a regular
basis. This can be done by reading magazines on this topic and also by consulting the internet.
To help you, we shall give you the names of some websites you should visit – these are listed below.
In order to link up theory and practice, we recommend that you consult some additional material in
this exciting and interesting field. You can consult magazines, books, and other relevant websites
that you find for yourself.
Websites
I have endeavoured to provide a number of hyperlinks to useful websites regarding this module.
Please visit these websites and browse through their content and try to learn more about this topic.
The wider you read, the more you will benefit from this course.
www.themarketingsite.com
www.quirk.biz
www.smartinsights.com
Books
There are numerous books available on the market and you can, for the time being, consult your
local bookstore and the Unisa library. You might want to consider the following books:
- Cant, M.C., van Heerden, C.H. & Ngambi, H.C. (eds). 2017. Marketing Management: A South
African Perspective. 3rd Ed. Cape Town, South Africa: Juta.
- Varley, R. 2014. Retail product management: Buying and merchandising. 3rd ed. Routledge,
Taylor & Francis group.
- Jooste, C. J. 2010. Product Management. 3rd Ed. Van Schaiks publishers.