Strategic Brand and Product Management

3 credits · Fuqua School of Business

Develops an understanding of the roles, activities, and responsibilities of the modern product manager-the person on the front lines of the implementation of branding strategy. Analytical skills are used in making product management decisions and written skills to communicate them. Emphasis on package goods brand management. Course consists of case discussions, lectures, presentations, and guest speakers. Representative topics include: organizing the product management team; brand franchise building activities; analyzing scanner data; and managing the mature brand. Course culminates with the ''Mock Brand Review'' in which student teams conduct brand reviews using actual brands. This course is for Global Executive MBA and Weekend Executive MBA students.