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Huizenga College of Business Students

Product Strategy & Brand Management

2 Full Days  |  1.2 CEUs

Product strategy and 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 4R's; managing new products - the new product development process, the packaging decision, marketing metrics, brand valuation, and customer equity.

Program Description

Learn to:

~ Develop a brand or product strategy and plan
~ Analyze mature products and extend their life cycle
~ Understand the new product development process
~ Understand how to develop brands and brand equity


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.

Program Dates / Locations

While this course is not scheduled at this time, any of the executive education programs offered by the Hudson Center of Entrepreneurship and Executive Education (HCEEE) can be delivered to your organization either in our classroom or at your location. Please contact us for more information.

Program Fee

Fee of $750 includes tuition, instructional materials and lunch.


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.

Substitution, Cancellation, Fee and Transfer Policies

We realize that occasionally you need to cancel your registration. You can substitute another individual in your place at any time prior to the first day of a program.

If you wish to receive a credit toward a future program: we will allow you to transfer you registration to a future date of the same program you are enrolled in currently, provided we receive written notice two weeks prior to the start date of the class you are currently registered in. You are permitted to re-register only one time.

If you wish to receive a refund: written cancellations received 30 calendar days before a program begins will be issued a full refund, less a $150.00 processing fee; written cancellations received 6 to 29 calendar days prior to the start of a program will get 50 percent of the registration fee refunded. We apologize but we cannot provide a refund if we receive your written cancellation in five or fewer business days prior to the start of the program.

In the event of non-payment, the responsibility for any fees incurred in collecting the payment is the responsibility of the customer.

Fees and dates are subject to change without notice.

Contact Information

For additional program information, please contact us at:

Hudson Center of Entrepreneurship and Executive Education
H. Wayne Huizenga College of Business and Entrepreneurship
Nova Southeastern University
3301 College Avenue, Carl DeSantis Building, Suite 2088
Fort Lauderdale-Davie, FL 33314
Tel: 954.262.5161
Toll Free: 800.672.7223, ext. 25161
Fax: 954.262.3188

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