Fulltime MBA
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The University of Iowa The University of Iowa Henry B. Tippie School of Management
Tippie College of Business School of Management Fulltime MBA Curriculum


Product Management

Through the product management concentration track you will learn how to establish and affect demand for products, identify potential markets, set pricing strategies, and oversee product development.

Typical product management careers include: brand management, category management, and product development.

Required courses include: 06M:230 and 06M:232 plus two of 06M:201, 06M:223, 06M:227, 06M:234, 06M:236, or 06M:238 (contemporary topics course offered periodically)

06M:201 Directed Readings in Marketing

Independent study of a specialized topic in marketing.
(3 credits)
06M:223 Brand Management

Strategies for building, leveraging, and defending brands; principles of consumer behavior, how they relate to building brand identity and equity; branding of consumer goods and services. Prerequisite: 06N:211.
(3 credits)
06M:227 Category Management

Marketing strategy taking into account manufacturing product line interactions, retailer product assortment and consumer response. Topics include: category definition, product line pricing and branding, cross-strategy promotions, channel coordination, efficient consumer response, loyalty programs, database marketing. Prerequisite: 06N:211
(3 credits)
06M:230 Marketing Research Methods

Managerial applications of marketing research techniques, including methods of design, analysis, interpretation of marketing research studies; assessing value of information, sampling, sources of bias, instrument construction, interpretation of scanner data, geodemographic data, applications of integrated research systems. Prerequisites: 06N:211 and 06N:216.
(3 credits)
06M:232 Buyer Behavior

Behavior of consumers and industrial buyers; research methods and findings from behavioral sciences applied to production, consumption, and marketing of products, services; application of consumer behavior concepts to decision making. Prerequisite: 06N:211.
(3 credits)
06M:234 Product Management

Consumer and business-to-business product strategy with an emphasis on new product development, branding, and pricing. Prerequisites: 06N:211 and 06N:216.
(3 credits)
06M:236 Advertising and Promotion Strategy

Marketing communications as dialogue between producers and consumers, how promotional mix evolves; emphasis on advertising, sales promotion, branding. Prerequisite: 06N:211.
(3 credits)