3 credit hours
Prerequisite: MKTG 337 and admission to Breech School of Business
Course concentrates on issues related to product/brand management- an important aspect of marketing function‐ its integration within the organization, management of portfolio of brands/products, environmental scanning, identification and creation of value (not just product) to offer to consumers, budgeting, planning, and control issues. Specific areas discussed include research, data management, analyses for planning and decision making, decisions in the areas of product/service offering, pricing, promotions management (advertising, sales promotion, personal selling and publicity), distributions (all aspects of it), ethics and global implications, among others.