49-606 Understanding Markets for Products & Services
10 units, Carnegie Mellon University
MIIPS Online & Certificate Students Only - Course for New Product Management Certificate This course focuses on the strategies and methods for building, leveraging, defending, and sustaining inspired new products and brands. A successful new product has many similarities to a successful new business, so this class will also cover a broad set of business management concepts from the various functional business areas, motiving them in context of successful product development and launch. The course also emphasizes pricing strategies and tactics, recognizing both the importance of pricing but also the recognizing the close link of pricing to fundamental business principles. We will discuss the actions required to bring a product to market, including understanding your target audiences' needs, values and lifestyles and the key elements of a launch plan. We will apply concepts and discuss the span of products: consumer and B2B, products and services, digital and physical.
Prerequisites: none listed
Offered: Fall 2026, Spring 2026
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