MAR480.1 Product and Brand Management (at IEU) (Fall)

Open only to students accepted to the special program Madrid Center & Business at IE University

Taught at IE University in Madrid. SU School of Management majors may count this course as a business elective, but not a marketing major elective. A winning marketing plan starts with in-depth consumer understanding, together with a broader assessment of the market situation and the right evaluation of your current marketing mix (product, promotion, price, and placement). The product is composed mainly by the brand and the product itself and the management of these two key pillars is essential for the development of a great marketing strategy. This course will provide students with a broad understanding of the marketing concept and tools, focused on these two key levers: The right product and the right brand.

Credit allocation is subject to change.

The IEU academic calendar may require students taking this course to stay beyond the regular SU Madrid program end date.

Prereq: MAR 255 or MAR 301 or an introduction to marketing course

Department: Marketing

Locations: IE University, Madrid

Semester: Fall

Credits: 3