MKTG 709 - Product Development Strategy

Credit(s): 3
Prerequisite(s): MBAA 602.
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.