MBAP 551B Brand Mgmt &Product Developmen
551. Brand Management & Product Development
(Credit, 3 Hours). This course is designed to familiarize MBA students
with the tools and techniques associated with analyzing market
opportunities and than focus on designing, testing, and introducing
new products and services. The branding component of this course
addresses planning and evaluating brand strategies, how to build and
maintain brand equity, how marketing mix variables can affect brand
equity over time, and important branding decisions faced by an organization,
particularly the role of brands in strategy. This course is taught in seminar style
with heavy emphasis on the case method. Prerequisites: MKTG 300
Cross Listed Courses