MKTG-4250 (3) Product Strategy

Covers major topics in managing long-term customer relationships that derive from products. Focuses on concepts, analyses, and strategies for existing and new products. Topics include concept development and testing, conjoint analysis, product positioning, brand image measurements and brand management, and product issues in public policy and ethics. Methods of instruction include lectures, case discussions, student group papers and projects, and examinations. Required for marketing majors. Requisites: Requires prerequisite courses of MKTG 3250 and 3350 (all minimum grade D-). Restricted to Business (BUSN) majors with 52 minimum units required.