Learning Outcomes

Upon completion of the course students should be able to:

  1. Apply intellectual property concepts to guide brand development within the established legal framework.
  2. Given an organization’s mission, use the product life cycle, situational analysis, environmental scanning, and sustainable competitive advantage to correctly identify viable market segments. 
  3. Use applied market research and elements of the market planning process to create a marketing plan. 
  4. Develop a market research plan and conduct basic research using primary and secondary sources.