MARK 40243 Product Innovation and Brand Management
Prerequisites: A grade of C- or higher in MARK 30153 and must be a business major; a grade of C- or higher in MARK 30113 (Marketing Research) and a grade of C- or higher or concurrent enrollment in MARK 30243 (Customer Insights). Companies must continuously develop and bring to the market new and improved products. We will study new product planning and management of both goods and services. New Product planning and management of the product Portfolio are essential activities in all companies, and involve various business functions and external partners. We look at the concepts and applications involved in managing an organization's brand portfolio. An understanding of new product planning and brand portfolio management is an essential capability for many positions in business.