Taught in Spanish at the Pontificia Universidad Catolica and may not be offered every semester. This course deepens concepts learned in introduction to marketing in relation to product policies and brand strategy. The process of how to develop new products, from identifying an opportunity to strategic communication, will be analyzed. The fundamental aspects of brand strategy from brand equity to financial evaluation will be studied. (PUC #EAA-339H)
Prereq: Introductory marketing course.