Dec 26, 2024  
2020-2021 Undergraduate Bulletin 
    
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2020-2021 Undergraduate Bulletin [ARCHIVED CATALOG]

MKT 3295 - New Product Development and Branding (3)

When Offered: On Demand
The purpose of this course is to provide a comprehensive dialogue about new product development and brands. The course is broken into two parts. The first part of the course (till and including the First Exam) introduces and discusses a very popular New Product Development process called the Stage Gate System®. Additionally, this portion of the course also introduces some of the best practices in the industry while discussing the Stage Gate System®. Once a product is developed, the marketer subsequently brands the product, which provides the impetus for the second portion of the course. This second portion of the course introduces and explains how to manage brand equity - the added value an offering has due to the past investments in marketing activities of the brand. Specifically, the branding portion of the course attempts to explain (1) what is and how to build brand equity; (2) ways to measure brand equity; (3) different branding strategies, and, (4) how to adjust branding strategies over time to maximize brand equity.
Prerequisites: 54 earned hours and MKT 3050  with a minimum grade of “C” (2.0).