Every product begins with a turning point. It might be a flash of insight, or it might come from careful analysis and hard work. This is where the “what” begins its journey into the “how.” This course goes beyond explaining the marketing mix to show how it works in practice, following a product from first idea to the consumer. It starts with the customer: assessing needs and finding a viable niche. Next comes product development, from design and redesign to consumer testing, cost analysis and profit potential. Students then look at packaging, distribution, the retail environment and shopper marketing. They also study how advertising, PR and social media bring a product to market. Industry experts lead much of the teaching. Students then use these strategies in hands-on projects and present their ideas in real business settings. Throughout, they compare product development and marketing practice in the UK and the US.
Department: Advertising
Location: London
Semester: Spring
Credits: 3