MKTG 620 - Product and Brand Management

Units: 3
Management of the firm’s product or service offerings. Key topics include product development, product positioning, estimation of market potential, and profitable brand strategies. Emphasis on development of meaningful criteria for decision making in the area of product and brand management.

Prerequisites: Post-baccalaureate standing, MKTG 607.
Equivalent Quarter Course: MKTG 6411.
Possible Instructional Methods: Entirely On-ground, or Hybrid.
Grading: A-F grading only.
Student Learning Outcomes - Upon successful completion of this course students will be able to:

Demonstrate an understanding of fundamental concepts of product and brand.
Identify the scope of responsibilities of a product/brand manager.
Analyze global business opportunities and its implications on a firm’s product and branding strategy.
Evaluate new product or service ideas.
Apply conceptual knowledge and analytical tools to forecast market potential.
Communicate the detailed analysis of product and branding problems and alternative solutions in both verbal presentation and written report.
Integrate various elements of product and brand management to manage a product line in a simulated business context.