The market of tody is higyly competitive because of its dynamic nature which requreires buseineses to exerecise effective product and brand mangement strategies. Hence, the course explores how companies develop, position and mange thier products and brands to build competent consumer connections and drive sales as well as ensureing thier success. 

Accordingly, students will gain a comperhansive understanding of product lifecycle mangement and new product development proecess startign from idea generation to commerciatlization. Addtionnaly the course will exmaine brand development and mangement strategies focusing on how companies creat uniques identities, build brand equity and influence consumer perceptions.