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MARK 4320. PRODUCT AND BRAND STRATEGY. 3 Hours.

This course is about understanding product and brand strategy adopted by firms, existing and new. We will begin the journey by understanding new product design and innovation with examples [including prototyping] and culminate in how new products become established brands through the product life cycle by way of strategic components such as price, distribution, packaging, promotion and brand extensions. Prerequisite: MARK 3321 with a grade of C or better.