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ALAN WHITEBREAD
OFFICE—W358 Phone: 834-1963 E-Mail: Alan.Whitebread@ ALWAYS INCLUDE WHAT CLASS YOU ARE IN!
HOURS— Usually M, W 9-10, 11-11:30, and 2-5, 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.
Globalizat
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