This course develops strategic and tactical skills for managing product portfolios from concept to maturity. Students learn data-driven decision-making for new product development, product line optimization, brand strategy, and product retirement. Through case studies, real-world projects, and expert visits, students explore product evaluation, market opportunity assessment, feature prioritization, pricing strategy, go-to-market planning, and portfolio management. Students apply research tools for market analysis, customer insights, competitive intelligence, and performance tracking while maintaining strategic judgment. The course emphasizes data visualization and storytelling to communicate product strategies to executives and stakeholders, building skills used in product management, brand management, and strategic marketing roles. Prerequisites: MARK 5311 or MARK 5327 or Consent of the Program Director.