CCOG for BA 236 Spring 2024

Course Number:
BA 236
Course Title:
Product Management and Branding
Credit Hours:
Lecture Hours:
Lecture/Lab Hours:
Lab Hours:

Course Description

Covers practical implementation of product-centric projects including the role of the product manager, product concepts and theory, team building and management, cultural considerations and managing development and launch schedules. Includes coverage of communication topics specific to product introductions and the modern legal framework for products (e.g. intellectual property) and branding concepts. Requires team-based approach and practical implementation of plans using productivity and scheduling tools. Recommended: BA 223. Audit available. Prerequisites: WR 115, RD 115 and MTH 20 or equivalent placement test scores.

Intended Outcomes for the course

Upon completion of the course students should be able to:

  • Apply the fundamental concepts of product and brand development and management.
  • Use the brand positioning framework to develop a brand, keep it relevant, expand a brand internationally, and reposition a brand.
  • Use tools and metrics to analyze competitors and develop positioning strategies.
  • Recognize the importance of using teams and organization to coordinate multiple interdisciplinary tasks in order to create and manage products within an organization.
  • Use portfolio analysis and the product life cycle to understand how a firm manages its product mix.
  • Apply an understanding of the product manager’s role in product pricing, sales, and promotion.

Outcome Assessment Strategies

  • Class participation and discussions
  • Case study analysis
  • Individual assignments
  • Group projects
  • Presentations
  • Completion of assessment examinations

Course Content (Themes, Concepts, Issues and Skills)

Themes, Concepts, Issues

Definition of products and product related theories and concepts

Product management and development in the context of business strategy
Cross-functional teams and their role in product development and management

Brand development and positioning

Competitive positioning

Social responsibility and ethics

Use of data to develop, manage, and market products

Pricing strategies

Promotion strategies

Product management’s role in selling in B2C and B2B environments

Legal considerations in the area of marketing and product management

Global issues in product management and distribution

Market research, market segmentation, target markets


Analyze product management strategies

Work as part of a team

Deliver oral presentations