Product and Brand Management

MK 8620: Product and Brand Management

From opportunity identification to following a new product from concept to introduction, this course will familiarize students with applications of new product management, planning and policy techniques. Students will conduct business analyses for new products and understand concepts and processes involved in new product development, test marketing, and product introduction. Additionally, the course will emphasize product portfolio decisions, marketing planning models, and the translation of marketing decisions to financial criteria. The importance of brand building and brand management is emphasized throughout the course, utilizing both the book and case studies of new product introductions.