Students learn why new product development is so important and the risks involved in the process. Students understand the importance of differentiation and how to use the PLC for strategic planning. Week 12 Chapter 15 Pricing Strategy Students learn how companies develop and implement pricing strategy. Students learn how pricing can be used as a promotional tool. Chapter 16 Distribution Strategy Students learn how the choice and management of distribution channels can be used strategically.
Students explore multiple models of distribution and the pro s and con s of each.
Week 14 Chapter 19 Promotion Strategy Students learn the components of a promotion campaign. Students are expected to identify the various components in actual campaigns.