Product Innovation and Management

Product Management is designed to enhance student marketing skills and understanding of specific marketing topics, as well as larger issues of brand development. Accordingly, Product Management is organized around the product and brand management decisions that must be made to build and manage brand equity. The work of the product manager is to manage product and service offerings in the marketplace for the twin purposes of maximizing customer satisfaction and product profitability. This is called managing the value exchange process. All business strategy is rooted in a concept of value exchange, whether it is explicitly formulated or implied as a pattern of business practices. Accordingly, this course will promote product management as a implementing business strategy in the marketplace.