Product Management and Creativity Marketing

This course examines the product management process from the perspective of the brand manager. It covers the strategic product decisions which must be made in the areas of: 1) the development and introduction of new products/brands - from idea to commercialization; 2) the marketing of existing brands, with emphasis on building, managing, and leveraging brand equity; and 3) the marketing of product modifications, product line extensions, brand extensions, and product deletions.