Product and Brand Management

Catalog description

An essential element of corporate success is the management of products and brands. Firms in both consumer and commercial industries often manage their marketing strategies and tactics through the activities of their product and brand managers. This course will examine the role of product and brand managers in the development and execution of strategies that deliver value to targeted customers and grow the business. The role of product and brand managers will be examined through all phases of the firm's product and brand life cycle. The course emphasizes the decisions that firms expect product and brand managers to make to achieve market share and financial objectives.