New Product Development and Innovation
Explores new product categories, development challenges, venture teams, new product development stages from idea generation through commercialization, and consumer adoption process with adopter categories.
Branding and Brand Equity Fundamentals
Introduces branding fundamentals, brand definition, role of brands, scope of branding, brand equity definition, customer-based brand equity, Brand Asset Valuator, BRANDZ, Aaker, and Brand Resonance models.
Global Marketing and Internationalization
Covers global firm definition, internationalization stages, market entry modes, global marketing advantages and disadvantages, cultural dimensions, product adaptation levels, pricing and distribution strategies.
Regression and Correlation Analysis
Technical lesson on testing significance of regression coefficients, confidence limits, correlation coefficient testing, F-test applications with mathematical formulas and statistical examples.
Social Responsibility and Marketing Ethics
Examines social criticisms of marketing, consumer impact, deceptive practices, consumerism, environmentalism, public actions regulating marketing, and enlightened marketing principles including societal marketing.