MK 4620 - Product Management

3 Credit Hours
Prerequisites: Prerequisite: MK 3010.
Requirements: Must meet RCB upper division course requirements and 45 semester hours.

Description
Requirements: Must meet RCB upper division course requirements and 45 semester hours.The objective of this course is to familiarize students with applications of relatively recent new product planning techniques. The course will emphasize the use of market research data and marketing models for new product development and management. The main topics to be covered in this course are idea generation, concept evaluation, optimal product design, test marketing, product positioning, market segmentation, market share estimation, product packaging, advertising testing, pricing, brand name selection, brand equity, and global product planning.