MKTG3158 · Christmas Island

Product Management

Carroll School of Management

This course focuses on creating and launching new products and services. It is particularly appropriate for those who are interested in becoming a Product Manager within a larger company or in starting their own business at some point. Whether a software, CPG, B2B, or B2C product, all product management starts with gathering customer insights, evaluating the competitive landscape, and creating a design brief from which a compelling, differentiated, and profitable product line can be built. From that foundation is built a go-to market, distribution, and communications strategy. This course employs case studies in both B2B and B2C businesses, includes guest speakers, and concludes with classes on sustainability strategy and innovation agendas, items that are critical for long term success in dynamic competitive environments. This course was formerly titled Product Planning & Strategy.