Unit 1: Product in theory and practice; product life cycle in theory and practice; product portfolios; importance, nature and management of the new product development process; new product strategy; new product idea generation & screening; concept development and testing; commercialisation: test marketing and launching the new product; managing growth & maturity; controlling the product line: an overview of the deletion decision; nature and role of brands; building and sustaining brands; brand vision, values and essence; auditing brand profitability; structuring to deliver brand values; implementing brand strategy and evaluating performance.
