Product Strategy & Brand Management

People buy brands and not products and services. Brands are becoming more numerous and the market is more competitive. Product life cycles are becoming shorter as a result of greater choice and new technologies. It is important to plan and manage both products and brands in order to survive in today's environment.

Topics covered in the program, include: the role of the brand manager, the development of the product plan; managing mature products - products classifications, product mix, product life cycle management, the new alternative life cycle model, branding and the development of brand equity, and the introduction to the 4Rs; managing new products - the new product development process, the packaging decision, marketing metrics, brand valuation, and customer equity.

Program Description

Learn to:

Audience

Those responsible for the design of product strategy for an organization, including: marketing managers, brand and product managers, regional and area managers, marketing strategists, and branch managers. The program will be useful for managers in all industries as well as for individuals that are likely to hold these positions in the future.

Delivery

Any of the executive education programs offered by the Hudson Center of Entrepreneurship and Executive Education (HCEEE) can be delivered to your organization at your location Please contact us for more information.

Program Fee

Program fee varies based on the size of your group and includes tuition, instructional materials and lunch. Please contact us for more information.

Instructor

Russell Abratt PhD

Dr. Russell Abratt is a Professor of Marketing at the Huizenga College at Nova Southeastern University, Ft. Lauderdale. He was Director of Academic Programmes and the FNB Professor of Marketing at the Graduate School of Business Administration, University of the Witwatersrand, Johannesburg. He holds a B.Com, MBA and a PhD, in Business Administration. Before entering the academic world, Professor Abratt worked in Operations Management for Foschini and in Marketing Management for Frank and Hirsch, the South African distributors of Citizen, Aiwa, Nikon and Polaroid amongst others. Subsequently he has acted as a marketing strategy consultant for many organizations in a variety of industries, mainly in South Africa, Zimbabwe and Swaziland. These include 3M, Pfizer, Unilever, Dow, BIC, HP and Microsoft.

Comments From Past Participants

"Topics and examples were very relevant and current. It was an excellent experience."
Gina Avila, Director of Merchandising | Perry Ellis International

"Totally enjoyed the course and the 'academic experience.' Information, content, and presentation was first-rate. Based on this experience, I will definitely take other seminars / programs / courses offered by the Executive Education Program."
Phil Everingham, Chief Operating Officer | Trinity Management Group

"Very interesting and well presented. Valuable content and handouts. Actionable tactics for any business at any point of business."
Gary Rubin, Vice President of Design and Merchandising | Perry Ellis International

Course Customization

Using core programs, we can customize the material to fit your corporate training needs. With our extensive resources and program facilitators, we will design a program that is tailored to fit your specified objectives and requirements.

Contact Information

For additional program information, please contact us at:

Want more information about this program or any of our course offerings? Fill out the form below and an executive education enrollment counselor will respond to your message within the next 24-48 hours. Thank you for your interest in the executive education programs from NSU's Huizenga College of Business!