Managing strong products and brands is vital to a firm's success. This course prepares future managers to develop, enhance, and defend competitive products and brands. Specifically, this course will enable students to:
- Understand major product and brand management issues at the strategic and tactical levels;
- Comprehend decisions related to product and brand portfolio management;
- Elaborate plans to manage products from the development stage through the entire product life cycle;
- Create and revitalize powerful brands.