MBA 5861: New Product Marketing

Description

An exploration of several new product subject areas including marketing, branding, creative design, and management issues related to new product marketing. Designed for students interested in brand management and positioning in the context of both small entrepreneurial firms and large corporations. Explores the challenges faced by marketers, business managers, and consultants in bringing a new technology to the market.

Objectives

  1. Describe the management challenges associated with introducing a new product to market, including developing a brand strategy.
  2. Develop strategic goals based on the strategic platform decisions and target market selection.
  3. Explain the importance of the creative element with respect to developing innovative products and their respective marketing programs.
  4. Assess the value of branding within the context of new product development and management.
  5. Explain the impact of positioning and brand equity on new product development.
  6. Evaluate methods of measuring and interpreting brand performance.
  7. Examine the role of brand extensions in the management of new product introductions.
  8. Discuss the management of new product brands to include management over a period of time and overcoming geographic boundaries.

PreRequisites

None

Textbook(s)

Strategic brand management: Building, measuring, and managing brand equity (Rev: 4th ed.)

Publisher: Prentice Hall (2014)
Author: Keller, K. L.
ISBN: 978-0132664257
Price: $190.84

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the CSU Bookstore at bookstore@columbiasouthern.edu