Product & Brand Management

The Product & Brand Management concentration prepares you to launch a career in product or brand management by helping you to understand how firms develop, launch, and grow products and brands.

Sample Courses

The goal of the course is to familiarize students with the digital media landscape as it relates to marketing strategy. As digital marketing tactics become more common among organizations, digital strategy will become integrated into the broader marketing strategy.

The goal of the course is to familiarize students with the digital media landscape as it relates to marketing strategy. As digital marketing tactics become more common among organizations, digital strategy will become integrated into the broader marketing strategy.

Integrated Marketing Communications (IMC) involves the strategic process of planning, developing executing, evaluating and controlling the use of various promotional mix elements to effectively communicate with target audiences. The goal of most of this communication is to encourage customers to become aware of a brand, develop a preference for it, and eventually purchase it.  The goals of this course are: 1) to help you gain an understanding the communications mix and its role in the development and implementation of strategic brand strategy; 2) to help you gain firsthand skills in developing an integrated marketing communications campaign for an organization, including market and customer analysis, determining objectives, creative strategy and media planning, budgeting, campaign design and analysis.

The course is designed for both marketing specialists and generalists. The course exposes students to the contemporary challenges faced by a broad variety of firms in developing and launching new products, creating and maintaining brand equity, and managing products and product lines.

Using real-world applications from various industries, the goal of the course is to familiarize students with tools and methods used for measuring and managing the value of current and future customers effectively. The tools we introduce are commonly employed by managers to assess marketing decisions, such as a new customer acquisition campaign. These tools are also used by executives and investors to assess the health of customer-based businesses.

Students will conduct analysis using Microsoft Excel to support marketing decisions. Topics addressed include segmentation and targeting, pricing, customer retention, marketing ROI, and demand forecasting. Students receive hands-on faculty guidance in creating marketing models, analyzing data, and extracting insights. A focus of the course will be on the development of decision support tools.

Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in consumer psychology with the goal of understanding how these ideas can be used in marketing decision making.

This course introduces students to the economics of online markets in general and digital products in particular.  Topics covered include network economics, pricing strategies, segmentation and versioning for digital products, impact of bundling services. Students are introduced to both analytical models as well as empirical analysis using real world data from the entertainment industry. The course will include advanced topics include concepts of standards competition, lock-in strategies, etc.  We will take a practice oriented approach where theory and case studies will be combined with a number of industry speakers.

This course expands on the basic statistical tools of ISOM 350 in two major ways: [1] New methods of Modeling/Analyzing data and [2] Development of automated structures to support decisions tied to data. This course is a very "hands on" working-with-data, either data sets provided or those you are specifically interested in.

This course will address the forces that drive organizations to change; examines impediments to organizational change as well as those strategies for making organizational change more effective. The emphasis will be on planning, managing, evaluating, and surviving organizational change, with application to emerging business issues, including: knowledge management, "learning organizations," network management and organizational implications of new technologies and the internet.

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