Combining elements of product development, product launch planning, and product management, this course views the product manager or marketer as a generalist with responsibility for the multifunctional, multidisciplinary approach required for the development, launch, and ongoing management of successful products. The course offers in-depth treatments of product life cycle analysis, buyer utility, competitive set, customer and market analysis, pricing, the product launch process, and annual planning. Case and simulation based. Prerequisites: BUSI 523 and BUSI 515