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AO402 Athletic and Outdoor Product Planning

Certificate Track: Athletic and Outdoor Product Management  

Product is the most important component of the athletic and outdoor industry.  In order to have a better understanding of the industry, it is important to know all of the steps involved in bringing a product to market. The A&O Product Planning course will take you on a high-level journey through the product planning process, all the way from concept to consumer. This includes all the steps from idea generation to go-to-market.  This course will not focus on the design component, but will provide you with a comprehensive picture of the importance and value of all the steps from creating to launching a product. You will begin by learning research techniques to evaluate the A&O market, determine the potential success of a company’s new product, and then learn how to select the right product and/or range of products to meet consumer demands. You will also explore the financial implications of each decision throughout the product planning process.

We will examine the following topics related to product planning:

  • Compliance issues surrounding importing and exporting materials and products
  • Sourcing concerns involved with procuring the best materials while maintaining cost initiatives
  • Production issues
  • Channel management
  • Go-to-market strategies

Coursework includes lecture and small-group work in class, and selected readings and case studies to be completed outside of class.

What You Cover

  • Market and consumer research techniques
  • Range, line, and product mix strategies
  • Product design and quality control issues
  • Capacity and forecasting

Instructor: Mitch Menendez
Mitch Menendez is the Senior Director, Global Apparel Leader for Men’s Athletic Training at Nike. His team works to strategize, line plan, design, and commercialize/bring to market a global apparel line that connects to their consumer/athlete. His role is to lead his team and functional partners across the product creation process that delivers consumer right product that is both profitable and productive. Mitch’s experience at Nike has spanned Sales, Retail Merchandising, Operations, and Product Creation. He holds a Bachelor’s degree in Business/Marketing from the University of Florida.