NBAE 6340 - Product and Brand Strategies

Spring. 2 credits. Letter grades only (no audit).

Enrollment limited to: students enrolled in the Cornell Executive MBA Metro New York Degree program. Offered in New York City at Cornell Tech.

S. Nasser.

This course equips students with essential concepts to tie together product and brand strategies with digital and data strategy. From Wall Street to Main Street, products form the core foundation of any business. Every executive needs to discover, develop, and deliver the right products to the right customers. We will start the course with various product strategy frameworks from innovation, value creation, business models, and product policy planning. Even the best products often do not stand on their own. As companies grow, products must coexist with other products and brands. The second section of the course covers the fundamentals of brand strategies and management. With new sources of data, always-on telemetry, and encroaching competition from digital-native firms, every company must now be a data and technology company. In the final section of the course, we shine a spotlight on how businesses must evolve their product and brand strategies in the digital age.