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A marketing manager is responsible for the overall health of a brand (or a brand portfolio), and for achieving annual sales, share and profitability targets. A marketing manager participates in decisions that affect changes in product positioning and design, the introduction of brand and line extensions, price changes, the level and scheduling of consumer promotions and advertising, channel selection, to name just a few.
This course presents a number of frameworks that can prove helpful to managers when making marketing-related decisions that ultimately will affect brand health and overall firm performance. In this course you will be exposed to a combination of lectures, cases, exercises, and an industry project.
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