Catalog Description:

Examination of product and price strategies in marketing. Topics include finding and creating product value, planning for new and established products, value in pricing, pricing for profit, life cycle pricing, and competitive cost and product advantages.

Prerequisite: MKT 3410

This course is essentially a Marketing Management course with a specific agenda: focusing on marketing management at the product/brand level, as well as a lesser emphasis on the myriad decisions which impact the pricing of product.

The Objectives of this course will be met through traditional lecture and examination, augmented by in-class case discussion, in-class exercises, in-class discussion of product management decisions from today's headlines, as well as a group term project wherein students create a marketing plan for real-life marketing entity.