MKTG 5400 - Product Planning and Brand Management

3 hours

Focus on issues related to product/brand management, an important marketing function. Topics covered include integration of the function within the organization; portfolio management, environmental scanning, identification and creation of value (not just a product) to offer to consumers; budgeting, planning and control issues. Within these broad groupings, some of the specific areas discussed are research, data management and analyses for planning and decision making, decisions in the areas of product/service offering, pricing, promotions management (advertising, sales promotion, personal selling and publicity), distribution (all aspects), ethics, and global implications among others.

Prerequisite(s): MKTG 5150.