NBA 6620

Last Updated

  • Schedule of Classes - October 16, 2017 11:09AM EDT
  • Course Catalog - June 14, 2017 7:15PM EDT

NBA 6620
Product Marketing Insights

Course information provided by the Courses of Study 2016-2017.

This course is for students in the MBA and AMBA programs. In the past, some students from the Engineering, Hotel, AEM (Dyson) and ILR programs have also attended this course. Impactful business leaders appreciate the importance of consumer insights. Many strategic decisions - such as introducing a new product, repositioning an existing product, or deciding whether to extend an existing brand or to introduce a new brand - are pivoted on consumer insights. In this course I will discuss how managers can uncover behavioral insights and use those insights to shape product marketing strategy. The course will cover the following four topics: CONSUMER INSIGHTS (What is consumer insight? What research methods can be used to uncover consumer insights?), POSITIONING & BRANDING (Can you do the financial analysis required for a marketing plan? Why is positioning so important? Which segment should you target? Can intangible brand associations influence market shares? Should you extend your brand?  How is brand value measured?), INNOVATION (Do you have to be a pioneer to successfully innovate? How can new product diffusion be modeled? Is your category lifecycle slow-and-long or fast-and-short? How to test a concept? How can you optimize the attributes of your new concept? How can you forecast the sales of the new product?), PRICING & ADVERTISING (Will a higher price help or hurt your brand? Does share-of-voice predict market share?). Please note that there is a significant overlap between the material taught in this course and the Strategic Brand Management course (NBA 6240) taught by me in the Strategic Marketing Immersion program. Therefore students, who have already attended the Strategic Marketing Immersion course will not be allowed to enroll for this course.

When Offered Spring.

View Enrollment Information

Syllabi: none

  •   Regular Academic Session. 

  • 3 Credits Opt NoAud

  • 13284 NBA 6620   LEC 001

  • *Open to GM, Grad and UG Srs.* Non-Johnson students may add themselves to the waitlists during the enrollment periods, however Johnson Students have priority into the classes and non-Johnsons will be enrolled: 1) IF seats are still available after Johnson students complete their enrollment period and 2) IF the instructor allows. Add/Drop Dates: Johnson Students – January 17th – February 8th. Non-Johnson Students – February 2nd – February 8th You may add or drop a full semester class after February 8th only with permission of the faculty. A late fee of $100.00 will be charged to your bursar account, for each add or drop transaction. If you are dropping after March 22nd you will also receive a “W” on your transcript in addition to the late fee.

    Department Consent Required (Add)