MKTG6820

This course examines the product management process from the perspective of the brand manager. It covers the strategic product decisions which must be made in the areas of: 1) the development and introduction of new products/brands - from idea to commercialization; 2) the marketing of existing brands, with emphasis on building, managing, and leveraging brand equity; and 3) the marketing of product modifications, product line extensions, brand extensions, and product deletions.