NBA 6620 - Product Marketing Insights

Spring. 3 credits.

M. Thomas.

The primary objective in this course is to build on the Marketing Core principals and apply them to the realm of product and branding decisions. To provide deeper insights, we will also discuss recent research findings by marketing academics that are relevant to (i) Product policy, and (ii) Brand management. This course is for students in the AMBA and MBA programs. In the past, some students from the engineering programs, the Hotel School and ILR have also attended this course. Most business leaders, irrespective of their functional expertise, at some point in their careers, have to make decisions about brand building, launching new products, managing portfolios of products, and managing product managers. This course is designed to equip potential business leaders with the conceptual and operational tools to make such decisions. Students who expect to assume leadership positions in general management, management consulting, corporate finance, production, marketing, and those who plan to start their own businesses might find this course useful. Please note that there is a significant overlap between the material taught in this course and the Strategic Brand Management course (NBA 624) taught in the Marketing Immersion program. The Strategic Brand Management course covers similar material but is tailored for students who are specializing in marketing, and aspire to be product or brand managers. Therefore students, who are presently enrolled in the Marketing Immersion and those who have already attended the Marketing Immersion in the past year, will not be allowed to enroll for this course.