MKTG 709 - Product Development Strategy

Credit(s): 3
Prerequisite(s): Prerequisites for MBA Marketing concentration students only: MBAA 501 , MBAA 502 , MBAA 507 , MBAA 601 , MBAA 602 and MBAA 604 or ACCT 742 or HLCR 720 .

The management of the product mix is under study. New product decisions play a dominant role in the formation of a corporate strategy. The course presents an analytical approach to new-product decisions. Covered are product policy considerations, new-product search and evaluation, economic analysis, and the factors leading to the decision to market, test market or discontinue a product.