a l a n w h i t e b r e a d- texas tech university（一个l n w h i t e b r e d -德州理工大学）（8页）.docVIP

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a l a n w h i t e b r e a d- texas tech university（一个l n w h i t e b r e d -德州理工大学）（8页）.doc

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ALAN WHITEBREAD OFFICE—W358 Office phone: 742-1963 E-Mail: Alan.Whitebread@ Always put your class name in your emails. HOURS— Usually MWF 9-10 and MW 1-3, or by appointment. TEXT #1 TEXTBOOK – B2B Brand Management, ISBN-10 3-540-25360-2 or ISBN-13 978-3-540-25360-0 , Springer, paperback, 2008. Textbook savings may be found at , , , , , and others. #2 ADDITIONAL MATERIALS MAY BE OBRAINED FROM TWO LEADING PROFESSIONAL ORGANIZATIONS - Product Development Management Association / or Project Management Institute /info/default.asp #3 Check the website -daily- for the latest information on the course and support materials. COURSE DESCRIPTION / OBJECTIVES AND ORGANIZATION This course will provide a comprehensive overview of product / brand management and new product development. There will be a mix of theory and actual business applications of the theory. The student will demonstrate application of all major theories through interactive class participation, exams, and homework. The course begins with a fundamental framework for product management and product development in large organizations [total corporate sales $500 million]. Sources of information will include the class lectures, textbook, current events, handouts, selected items on the web, postings on , and library resources. EXPECTED LEARNING OUTCOMES At the end of the course, students will have an understanding of the following. Creative Solutions: Develop creative solutions to Marketing problems focusing on brand management and new product development [NPD] issues. Define and Assess: Define market segments and assess attractiveness in a multi-brand active NPD environment. Application: Apply Marketing knowledge to manage relationships with customers, suppliers, and internal groups. Ethical Decisions: Identify ethical content and decisions in brand management. Marketing Plan: Identify components of a Marketing plan and their impact on brand management and NPD issues. Global