MKTG 324 New Product Development

This course deals with the challenge of bringing to market elegant and efficient solutions to strong customer needs. This challenge is fundamental in customer-centric innovation, and is relevant whether you work for a startup or a large company, whether you sell products or services, and whether your customers are individual consumers or companies.
We focus primarily on state of the art frameworks, concepts and tools that have been recently validated by innovative companies. We structure our learning around the following basic steps of the innovation process:
1. Opportunity identification
2. Idea generation
3. Design
4. Testing
5. Launch

MKTG 331 Marketing to Businesses

The overarching objective of the Marketing to Businesses course is to impart concepts, tools, and frameworks that students can apply as they pursue careers as business-to-business marketers, consultants, service professionals, and venture capitalists. Specific objectives of the course include (a) an analysis of the unique challenges in marketing to businesses (e.g., selling to a complex decision making unit, need for customization), (b) developing problem-solving skills oriented to business marketing strategy, and (c) identifying tools for market, segment, and customer selection and management. An important component of the course will be the INDUSTRAT competitive marketing simulation, in which teams will compete in an industrial market and make decisions regarding such aspects as segment selection, sales force deployment and compensation, alliances, pricing, and R&D.

MKTG 343 Customer-Focused Product Marketing

The objective of this course is to understand customer preferences, perceptions, and behaviors for product planning (and, to some extent, pricing decisions). A dominant paradigm in the course is to conceptualize customers as choosing among products and services based on product positioning on multiple attributes/features. Methods for measuring customers' preference trade-offs, perceptions, and trial and repeat purchase behaviors are emphasized. Topics include: Conjoint Analysis (an approach to measuring the values customers place on various product features), and related methods; their use in determining benefit segments, and in evaluating alternative product and pricing decisions; methods for measuring and understanding customer perceptions and brand equity; simulated and real test markets for predicting the likely success of new products; and customer adoption of new product categories. This course is particularly appropriate for careers in marketing, management consulting, and product development and management. The course project is a critical part of the course requirement and is to be done by self-selected four-person teams. The project will involve "Conjoint Analysis" - an assessment of the values customers place on various attributes of a product or service. Each team will collect and analyze data from a sample of 40 respondents. The "product" can be industrial or consumer, durable or non-durable, product or service that is of interest to the team members. The course project teams will also participate in a brand competition.

MKTG 344 Marketing Research

This course is aimed at informing students of state-of-the-art marketing research. It aims to help students ask interesting and relevant marketing questions, search for the appropriate research methodology, and make comprehensive evaluations of the research output. The main objectives are to equip students with 1) a familiarity with the marketing research literacy, 2) an understanding of both the value and limitations of the most popular research techniques, and 3) sufficient hands-on experience on research tools for testing students' own start-up ideas. The course should help managers to use research effectively in addressing substantive marketing problems such as: market segmentation, product targeting and positioning, forecasting market demand, designing advertising campaigns, pricing, and developing new products.

MKTG 347 Strategic Marketing Communication

This course is designed to sharpen students' grasp of the strategic and tactical avenues that lead to competitive advantages in the marketplace. The course will begin with a strong emphasis on marketing strategy and introduce students to powerful frameworks that will address two broad goals of any firm: (1) Establish a competitive advantage by offering a super customer value proposition and (2) Generate sustainable organic growth. Since any good strategy needs to be followed up by effective tactics, the course will then segue into marketing communication tactics that will enable the firm effectively accomplish its strategic objectives. Here, the concepts and frameworks will only be applicable to traditional approaches (such as the use of television, print, and point-of-purchase promotions) but also to emergent approaches (such as the use of the internet, mobile media, etc.). Designed from the perspective of executives who are often involved in making strategic as well as tactical marketing decisions to solve contemporary business problems, this course is intended for students whose career plans include consulting and new business ventures (especially those that are related to emerging media), apart from those thinking of careers in marketing.

MKTG 352 Building Innovative Brands

Which brands do you love? Apple? IDEO? The Daily Show? Method? Google? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a well-loved brand? These are the questions we will explore in Building Innovative Brands. The focus of the project-based class is to explore how to build innovative brands, where brand is defined as ?a sensibility? - departing from traditional perspectives of brand. The reality is that most brands could be making a much stronger impact than they are today ? in terms of deeper purpose, social value, and greater inspiration for employees as well as customers. This seminar will dive into this potential by analyzing brands that excel at (a) strategic philanthropy (i.e., doing good and making money) (b) telling their (unique) story and (c) incorporating a strong design element into the brand? which infects the company internally and customers externally.

The class will encompass a broad ecosystem of contributors. Leaders from the world of brand?both small entrepreneurial companies and large, global market-leaders?will be incorporated into the class both as presenters as well as advisors to offer first-hand perspectives about the challenges and lessons along their varied paths to success. The class will integrate methods from the d.school, marketing courses, and psychology courses ? including a focus on Ideation Labs, rapid prototyping, and real-time feedback. It is created for individuals interested in building your own brands and/or immersing yourself in the enhancement of a brand of your choosing. The goal is to work on a brand that is or could be well-loved (defined as a brand that transcends practicality and makes a consumer feel gleefully satisfied, over-the-top excited, or incredibly peaceful). Your primary deliverable will be a Brand Audit, the result of an iterative process that should lead you to a powerful outcome: not only will you conceive of a financially quantifiable enhancement of brand equity, you will harness the power of inspiration to change the world at least in a small way?

MKTG 353 Social Brands

As savvy consumers are increasingly participating in brands rather than merely receiving their messages, how do leading organizations stoke conversations, co-create, and build engaging relationships? Moreover, how do they harness social media to build and amplify a brand?

Social Brands is a hands-on, project-based course that will draw brain power from the GSB, School of Engineering, and other Stanford graduate programs to collaboratively and creatively explore these questions. While we'll examine various inspiring examples of social brands, the "rules" are yet to be written. Students will be challenged to actively form their own hypotheses and work in mixed teams to design and launch their own social experiments.

This course will integrate approaches from the d.school and marketing curriculum - including brand strategy, human-centered methods, rapid prototyping, and a bias toward action.

MKTG 355 Designing Happiness

We assume happiness is stable, an endpoint to achieve or a goal to "chase." It's not. Recent research suggests that the meaning of happiness changes every 34 years. Understanding happiness is crucial to building successful products, organizations and relationships. In this MBA seminar, we explore the datadriven research on happiness, revealing insights about (a) anticipating, (b)understanding, (c) visualizing, (d) spreading, (e) remembering, and (f) creating happiness. Students will work together to use an iterative designthinking approach to understand our own current definition of happiness, uncover what really makes us happy (vs. what we think makes us happy), prototype solutions/products to increase our present happiness, and develop tools to continually understand and foster happiness as our lives change. The seminar will be datadriven, drawing on multiple methodologies including blogs (http://www.wefeelfine.org/), experiments and surveys. Please note, this is a 4-unit version of MKTG 555.

MKTG 356 Global and International Marketing

This course focuses on the design and implementation of marketing strategies in developed and emerging international markets. It aims to provide future managers with the frameworks, knowledge and sensitivities to better formulate and effectively implement marketing plans in various countries and regions of the world. The course examines the added dimensions of opportunities and challenges faced by companies operating in the global marketplace. Operating in an international environment provides companies with access to new markets, additional resource supplies and new sources of ideas to stimulate innovation. However concomitant with these new opportunities come the challenges of formulating and managing marketing strategies in an innately more complex, diverse and changing socio-economic, cultural and competitive environment. Multinational corporations (MNCs) play a much more complex competitive strategic game on an international chessboard with options of fighting skirmishes in various countries or regions. The course will develop frameworks for selectively competing in the international arena by identifying comparative advantages and weaknesses across countries and regions. The course will examine the challenges faced by MNCs in managing global brands and new product introductions across regions where local cultural and market demands conflict with the need for global consistency and efficiency. A module in the course will cover the strategic decision MNCs face in selecting the sequence in which to enter foreign markets by evaluating macro-level country information with market focused customer and competitive information and their own strengths and weaknesses. Regions and countries will be analyzed and compared as markets to make decisions regarding appropriate marketing strategies and resource allocations. Regions and countries covered will include China, Japan, India, Russia, North and South America, Europe, Africa and the Asia-Pacific. The course will also cover the added dimensions introduced in the marketing mix elements for companies operating beyond their national boundaries. This will include issues of standard versus adapted marketing programs, global versus local advertising, international pricing strategies, selecting and managing distribution channels in different regions of the world, international retailing, and managing international brands and product lines over the product life cycle. Cases in the course will also raise issues regarding selection and management of various types of strategic alliances between MNCs and local companies including how these partnerships evolve over time. The integration of international marketing strategies with other functional strategies to optimally configure and manage activities in the value chain for obtaining more effective synergies will also be covered. The course will also discuss international marketing organization and control issues including formulating and managing headquarter - subsidiary relationships to best leverage the potential advantages of global efficiency with localized responsiveness to achieve maximum sustainable competitive advantage. The course is primarily intended for those aiming for a marketing career in companies that operate internationally or compete with MNC's in their local markets. The course should also be of interest to those who wish to learn more about how differences in local market structure, as well as consumer behavior and culture impact the development and management of marketing strategy. To facilitate learning from each other, there are three take-home group assignments - two case write-ups and one exercise. One of the write-ups will be graded as the midterm. Class participation is the only component of the overall grade assigned individually.

MKTG 357. Brand Planning

Brand Planning is an MBA reading seminar that addresses some of the basic branding decisions faced by companies. The main objective of the course is introduce you to the concepts, models and methods that will help address the challenges faced by brand stewards, managers and others in marketing-related positions. The course will rely on leveraging marketing theory, science and practice to understand and manage brands. Specifically, the objectives of this course are to shed insight on:

1. Understanding the Brand: Determining brand positioning and value proposition
2. Crafting the Brand: Planning and implementing brand marketing programs
3. Building the Brand: Building consumer-brand relationships and measuring brand performance
4. Managing the Brand: Growing and sustaining brand equity over time and across geographic boundaries

The course will benefit those in corporate positions with brand stewardship responsibilities, those interested in the valuation and assessment of brands and brand related intangibles, entrepreneurs and more generally anybody interested in understanding and managing brand assets.

MKTG 363 Strategic Services Management

Service industries account for more than 75% of developed economies with developing nations following close behind. Executives in service industries often report that the conventional business solutions designed for manufacturing and CPG (consumer-packaged-goods) industries are not always useful and relevant for managing services. For example, managing customer interactions takes a whole new meaning in services industries, which unlike CPGs are temporally extended processes that require involvement of customers in the creation and delivery of the service. This need to better understand service-systems is reflected in heightened efforts to establish service-science as a discipline by companies interested in service innovation (e.g., IBM and Oracle).

In response to the changing needs of businesses, this course will develop an appreciation for how managing services, and the unique challenges they face, differ in key respects from managing conventional marketing operations. Students preparing for entrepreneurship, private equity, consulting, marketing or non-profit careers will learn how service planning and implementation systems operate to create profitable and sustainable service offerings. We will explore particular challenges in the delivery of superior service, whether it is face-to-face or electronic, across several different industries.

The course builds heavily on current issues in the service economy. Through cases, guest speakers and class discussions we will cover several issues such as, service analysis and design, managing servicescapes, creating and managing customer experiences, co-creation, service recovery and strategies for sustainable growth and innovation in the service environment.

MKTG 365 Applied Marketing Analytics

Firms operate in an increasingly challenging business environment, with greater competition, more informed customers and rapidly changing market trends. Simultaneously, they also have access to more information about their customers, the marketplace and their competitors than ever before. In this environment, knowing how to use this information to make optimal business decisions is a crucial competitive advantage. Firms often have access to data that they do not know how to use. The objectives of this course are to introduce students to state-of-the-art marketing analytics and to teach them how to practically apply these analytics to real-world business decisions.

The following are examples of the types of questions that the course will address: How should a firm determine the prices for its products and services? What is the effect of television advertising on a brand's sales and how should advertising be optimized? What can a firm learn about its customers from online browsing behavior and how can this knowledge be used for targeted advertising and promotions? How should a firm allocate its sales force? How should a firm manage the allocation of its promotional budget in order to maximize its returns? How should the mailing of catalogs or direct mail be targeted to increase response rates?

The course will use a mix of lectures, cases, homework assignments and a course project to learn the material. Students do not need to have an advanced statistical background to take this course. Familiarity with the material in an introductory marketing course and an introductory statistics course will be assumed, but necessary material will be reviewed during the course of the quarter as necessary.

MKTG 371 Pricing Strategy and Analysis

Pricing right is fundamental to a firm's profitability in a competitive business environment. Yet firms in diverse industries implement ad-hoc rules and trial-and-error approaches to pricing that significantly reduce profits. This course will draw on strategy, marketing techniques, and principles from microeconomics to describe practical approaches that are useful for optimal pricing decision-making. The main objective is to help students develop a systematic framework to think about, analyze and develop strategies for pricing right. Some of the questions we will address in the course include: How does a firm determine the price of a new product? How does a firm assess whether the current price is appropriate? What is value pricing? How does one implement it? What is price segmentation? A combination of cases, lectures, and empirical applications will be used in the class. The course is aimed at students who will, in their careers, be involved with formulating, analyzing and/or recommending pricing polices in the context of an integrated business strategy for the firm. We will also emphasize how pricing goes hand in hand with other aspects of firm strategy. Students with an understanding of marketing and microeconomic principles will benefit most from the course.

MKTG 375 Consumer Behavior

Contemporary approaches to marketing emphasize the importance of adopting a consumer focus, from determining consumers' wants and needs to shaping their attitudes and ensuring their loyalty. This course provides insight into consumer psychology and the means by which consumer behavior can be influenced or altered. The course has both theoretical and practical objectives in that it will: (1) explore theory and research that is relevant to understanding consumer psychology and behavior, and (2) apply these theories and findings to generate ideas for developing effective marketing techniques and tactics. By shedding light on the psychological underpinnings of consumers' thoughts, attitudes, preferences, needs, and decision-making styles, this course will help students make more insightful and effective marketing decisions. Moreover, because this course takes a broad psychological perspective, it highlights novel ideas for grabbing attention, shaping behavior, and changing people's minds both within and outside of traditional marketing contexts.

MKTG 376 Creativity and Innovation: Ideas That Work

Creativity is not some ethereal quality that only a chosen few are blessed with; innovation is not the nebulous work of "creative people." Practical methods can be learned by anyone and harnessed in business to change the world. The goal of the seminar is to learn frameworks that stimulate and foster creativity. You will explore processes and ideas that will help you address and improve companies in a rut, entrepreneurial startups, new projects, customer research, company discovery, customer marketing and information delivery. Students will work in small self-selected teams to study innovative companies (e.g., IDEO, Facebook, Diggnation, Mozilla, Comedy Central, Apple), and truly creativity individuals. We will also examine the relationship between creativity and health, happiness and productivity ? with the goal of generating specific techniques and tricks to increasing your tendency to think differently. The final project will involve a publishable case study (1500 words) or a ?Creativity Playbook,? which is a unique (not typical) powerpoint deck that could be disseminated among a larger population, to be good enough for use in the classroom. Admission to the course is by application. Writing is central to this course because the final project involves a publishable case study (1500 words) or "Creativity Playbook" (e.g., a playbook on "How to get More Creative"). Thus, you will be asked to submit your vitae and a writing sample (could be something you used in the past). The application process is blind. Of the qualified applicants, academic operations will randomly select the individuals who will get into the course. Although the seminar is for business school students, the class has a limited number of openings for design students as well.

MKTG 532 Persuasion

This course will provide insight into the psychology of persuasion. We will discuss recent theories of persuasion and cutting-edge research findings that shed light on ways to influence people's attitudes, beliefs, and behaviors. We will also hear from industry experts to get a sense of what they believe makes for an effective persuasive appeal (e.g., a successful pitch to investors). The goal is provide you with diverse insight into persuasion strategy and the psychology underlying it. "Persuasion" is a good course for students pursuing careers in virtually any industry, with particular relevance for those interested in marketing, entrepreneurship, leadership, and organizational behavior more generally.

MKTG 536 Entrepreneurial Ventures in Luxury Markets

The broad goal of this Bass Seminar is to apply the key concepts covered in The Frinky Science of the Human Mind (GSBGEN 520)* for identifying and proposing new ventures in the "luxury" space. For this course, "luxury" will be viewed in a broader than usual fashion, namely creating distinctive differences to fundamentally change an otherwise mundane product category. An example of such a view will be the venture, Mr., an upscale barbershop in San Francisco, started by two GSB alums, Kumi Walker and Sean Heywood. Another example will be Voss, an upscale brand in the bottled water category. Students in this course will work in groups to identify promising opportunities in the "luxury" space early in the quarter. The groups will then hone their new venture ideas through meetings with entrepreneurs, experts in private equity, product design, etc., who will serve as guest speakers in this course. In this regard, each session will be structured to begin with a guest speaker followed by a brainstorming/ discussion session. The final deliverable will be a business plan that is put together by each group for a new venture in the "luxury" space.

*Students who could not take GSBGEN 520 are strongly encouraged to attend preparatory sessions that will be scheduled in the first week of December. Such students may also contact the instructor (shiv_baba@gsb.stanford.edu) to see if they can sit in on some of the GSBGEN 520 sessions that will be relevant for this Bass Seminar.

MKTG 547 Strategic Marketing Communication—Compressed

The course is designed to sharpen students' grasp of the strategic and tactical aspects of Marketing Communications that lead to competitive advantages in the marketplace. The course will begin a focus on strategy and introduce students to frameworks that address two broad goals of any firm: (1) Establish a competitive advantage by offering a superior customer value proposition and (2) Generate sustainable organic growth. The course will then segue into marketing communication tactics that will enable the firm effectively accomplish its strategic objectives. Here, the concepts and frameworks will only be applicable to traditional approaches (such as the use of television, print, and point-of-purchase promotions) but also to emergent approaches (such as the use of the internet, mobile media, etc.). Designed from the perspective of executives who are often involved in making strategic as well as tactical marketing decisions to solve contemporary business problems, this course is intended for students whose career plans include consulting and entrepreneurial ventures, apart from those thinking of careers in marketing.

MKTG 549 Understanding Consumers, Understanding Cultures

The focus of the seminar is on understanding current theoretical, conceptual and methodological approaches to various aspects of cultural psychology and anthropology, particularly in the context of consumer behavior. A secondary goal is to advance this knowledge by gaining some insight into how to conduct the research, gleam insights from the environment and through interacting with consumers, and drawing marketing implications for that knowledge. Thus, the seminar is similar to a PhD seminar in that it entails reviewing and discussing a set of articles that focus on cross-cultural marketing issues, understanding the methodologies used in the articles and discussing the marketing implications of the findings in the articles. However, it is complemented with a set of exercise-oriented field-based assignments on each day - to be conducted in a 4-5 person group. In the seminar, you will report your results and participate in discussion based on the issues raised. Therefore, each day you should come prepared to make a presentation and, when appropriate, lead a discussion on the findings and issues if any that they raise. You should plan to use visual aids such as overheads or charts. In addition, your group will work collaboratively on a global brand presentation on Day 5.

MKTG 551. Initiating, Sustaining, and Monetizing Green Marketing

The last few years have seen a dramatic increase in environmental consciousness among customers, especially among the crucial 18-34 demographic. Going green for marketers is no longer a luxury, it is becoming a necessity. How should marketers think about initiating and sustaining green marketing? How can they differentiate themselves from competition, especially with every player wanting to jump onto the green bandwagon? More importantly, how can marketers exploit this rapidly growing trend in terms of monetizing such efforts? Where are such opportunities likely to arise in the future both in terms of technological and marketing innovations? The primary goal of this seminar is to address these questions across different domains and industries, thereby gaining insights in an area of marketing that is so green (pun intended).

MKTG 552 Building Innovative Brands

Which brands do you love? Apple? Google? Method? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a well-loved brand? These are the questions we will explore in Building Innovative Brands. The focus of the project-based class is to explore how to build innovative brands, where brand is defined as a reputation - departing from traditional perspectives of brand. The reality is that most brands could be making a much stronger impact than they are today - in terms of consumer experience, deeper purpose, social value, and greater inspiration for employees as well as customers. This class will dive into this potential by analyzing brands that excel at (a) strategic philanthropy (i.e., doing good and making money) (b) telling their (unique) story, and (c) incorporating a strong design element into the brand - which can infect the company internally and customers externally.

The class will integrate methods from the d.school, marketing courses and psychology courses - including a focus on Ideation Labs, rapid prototyping, and real-time feedback. It is created for individuals interested in building their own brands and/or immersing themselves in the enhancement of a brand of their choosing. The goal is to work on a brand that is or could be well-loved. Your primary deliverable will be a brand audit and a 5 minute visual presentation.

Two notes:
* This course is taught in conjunction with the Design and Marketing PART 2, Power of Social Technology class where you'll take the same project to the next level by leveraging social media distribution channels to make your visual presentation viral.
* This course will be cross-listed in both d.school and the GSB so will comprise both GSB students and Stanford University d.school students.

MKTG 555 Designing Happiness

We assume happiness is stable, an endpoint to achieve or a goal to "chase." It's not. Recent research suggests that the meaning of happiness changes every 3-4 years. Understanding happiness is crucial to building successful products, organizations and relationships. In this MBA seminar, we explore the data-driven research on happiness, revealing insights about (a) anticipating, (b) understanding, (c) visualizing, (d) spreading, (e) remembering, and (f) creating happiness. Students will work together to use an iterative design-thinking approach to understand our own current definition of happiness, uncover what really makes us happy (vs. what we think makes us happy), prototype solutions/products to increase our present happiness, and develop tools to continually understand and foster happiness as our lives change. The seminar will be data-driven, drawing on multiple methodologies including blogs (http://www.wefeelfine.org/), experiments and surveys.

MKTG 561 Channels Management

Channels Management: The design and management of channels of distribution are critical components of business strategy and key elements in organizing and implementing marketing strategy. The course aims to introduce frameworks and develop practical managerial learnings for effective design, implementation and management of channel networks and systems. The course begins by identifying and analyzing some fundamental decisions to be made regarding the design and governance of direct, indirect and dual channel structures and systems. Issues discussed will include selection of types of channel intermediaries, number of tiers of resellers to be used, targeted intensity of market coverage, channel length and breadth, and metrics to evaluate performance of direct and indirect channels. The merits and demerits of using various forms of resellers at each level of marketing channels will be evaluated. Types of channel members discussed include wholesalers, dealers, distributors and retailers. The course also covers franchise systems, issues relating to multiple and hybrid channel systems, and the impact of electronic I-media channels on channel structures. The latter part of the course identifies the linkages of channel management with other elements of the marketing mix, and covers issues regarding ongoing management and coordination of channels as markets evolve, including how channel conflict and channel power influence behavior of channel members and affect channel function and performance. B2B and B2C case studies are used to exemplify how, over the channel life cycle, firms have grappled with the challenge of building channel cooperation and working relationships among channel members to improve the productivity and efficiency of channels in national and international markets. The course will be extremely useful for students intending to pursue a career in marketing or corporate strategy development since effective channels are a key source of competitive advantage. The midterm and exercise are both take-home group assignments. Class participation grade will be assigned individually.

MKTG 564 Conjoint Analysis

There is a considerable amount of emphasis in most companies on being customer-oriented. The focus of this second year seminar is to understand customers for product (or service) planning and, to a lesser extent, pricing decisions. Specifically, the seminar emphasizes the understanding of customer preferences.

A dominant paradigm in the seminar is to conceptualize customers as choosing among products and services based on product positioning on multiple factors (attributes/features). The seminar focuses on Conjoint Analysis, methods that assess the values customers place on different factors of a product, and determine how the values are traded off in making brand-choice decisions. The resulting information is useful in evaluating alternative product and pricing decisions, and in understanding the market in terms of benefit segments.

The seminar material is applicable to business and consumer products and services. It is particularly useful for those pursuing marketing, management-consulting, product marketing / management careers. There is a methodological bias to the seminar, but the methods are emphasized through applications and cases. It is not a statistics or models course. Leading marketing companies and management-consulting companies routinely use the methods discussed in the seminar. Ten thousand commercial applications of Conjoint Analysis occur every year.

Class sessions will include lectures and discussions.

MKTG 565 Strategic Product Line Management

Product managers in industrial, technology, and consumer goods companies often face the challenge of developing and maintaining an optimal product portfolio over time. For example, a Ford product manager might consider expanding the product line by adding new models or cutting the number of models to focus on the ones with the highest profit margins. At HP the decision might be whether to focus on slashing production costs by introducing new printers similar to existing ones or on minimizing cannibalization by offering cutting edge new technology. For a brand manager at Clorox the challenge could be whether to respond to a competitive threat by aggressively marketing products in the same space or by retrenching to a niche market.

We will discuss the current marketing thinking on the topic and relevant frameworks that will help you make efficient product line decisions after examining external market forces and internal capabilities. You will apply the concepts discussed in class by developing a marketing strategy for a product line of your choice.