Credit Hours: 3
This course focuses on the critical strategic and tactical marketing planning issues a firm faces. Topics covered include product life-cycle planning, new product planning, and the use of marketing research to aid the planning process. Special attention is paid to the key new product development steps including opportunity search, idea screening, economic evaluation, product development, product testing, and commercialization.
Consult the Keuka College Course Catalog for additional information and to view other courses.