MKTG 420 - Product, Service, and Brand Management

Units: 3
Product concept evaluation, optimal product design, test marketing, market segmentation, product planning, service delivery, failure, and recovery, service quality, branding elements, brand equity, and strategic branding.

Equivalent Quarter Course: MKTG 3440.
Possible Instructional Methods: Entirely On-ground, or Entirely Online.
Grading: A-F grading only.
Course Typically Offered: Fall & Spring

Student Learning Outcomes - Upon successful completion of this course students will be able to:

Demonstrate an understanding of fundamental concepts related to product, service, and brand.
Identify the difference between services and physical goods and understand how such differences translate into strategic direction.
Understand what quality means in service delivery and how perceptions of service quality are developed by customers.
Evaluate new product or service ideas.
Analyze dynamic business opportunities and their implications on a firm’s product, service, and branding strategy.
Communicate analysis of product/service and branding problems and alternative solutions in both verbal presentation and written report