Marketing and Public Relations
Managing Products & Brands
The course focuses on two distinct areas of product management and brand management. The product management section introduces students to the principles and practices of managing new and existing products. This includes product development, sales forecasting, product-life stage management, pricing, design and packaging, and market testing. The brand management section focuses on brand strategy, including its development and implementation, to address market objectives and strategies. Students examine how brands are managed as a key asset of the business from pricing, packaging, portfolio management to brand activation. Throughout this course, students also explore the role of marketing communications, brand extensions, customer experience, and the overall assessment and measurement of brands.