ENTR - 332. New Product Development

3 credit(s)
This course focuses on marketing entrepreneurship and innovation of new product development and brand management throughout the product life cycle. The first part of the course studies the new product/service development and testing to market introduction for new or established organizations. Attention is devoted to creating an environment conducive to innovation, reorganizing business opportunities, and assessing the market, customer, and competitive situations throughout the product life cycle. The second aspect of the course relates to branding and brand management, including the tasks of positioning, brand personality and equity, and alternate branding strategies. The course facilitates the development of the conceptual knowledge and applied skills students will need in order to meet the needs of a diverse global market across all socio- economic groups

Prerequisite(s): MRKT 212.
Equivalent: Same as MRKT 332.
Attribute: (ATTR: BUS, CFD)