May 16, 2021  
2020-2021 Rivier Academic Catalog 
    
2020-2021 Rivier Academic Catalog
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BUS 523 - Marketing and New Product Development


This course provides graduate students with a thorough understanding of marketing management and new product development principles via the application of these principles to real-world examples. Marketing strategies are developed and critiqued in the context of student-generated new product ideas, product development methods and market launch activities. Focus will also be placed on models for situational analysis, opportunity identification and appraisal, and the application of appropriate marketing research techniques. Each student will use the knowledge gained in the course to create and present a new product marketing plan.

Credits: 3



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