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Dynamic Product Management

A required course in the Digital Marketing & Communications Certificate Program.

Course Description

This course will introduce students to the Product Management Lifecycle, and help to develop an understanding of the role of Marketing in business planning and product development. Areas of study include: the 6-step lean product process, product-market fit, brand management, comparative analysis, and production of a pro forma.

You may access your online course by 12pm (noon) Pacific Standard Time on the start date through your UCI DCE web account at Select “My Account,” then “My Courses” from the menu on the left, and lastly “Access Canvas” to access your online course. Instruction begins promptly on the start date. If you enrolled on or after the start date, you may access your online course two hours from the time of your enrollment. If you have any problems, please contact UCI DCE Student Services at 949-824-5414 or

  • Details
  • $730
  • May 10, 2021 to June 20, 2021
  • Delivery Mode: Online
  • Reg#: 00236
  • ID/Units: MGMT X462.82  (3.00)
    ( Section 1 )
  • Quarter: SPRING 2021


Marc Villarreal is a seasoned marketing veteran who dedicates his professional time within a bevy of professional activity. He is Executive Vice President of Sunwest Ventures, a southern CA-based business advisory and marketing communications firm, responsible for myriad campaigns for the agency’s clients, including retail, B2B, consumer goods, and worldwide distribution companies. He is also accountable for developing sophisticated communication campaigns and branding strategies for Wild Oats, California Sunshine, and Major League Baseball. An advocate of California’s higher-education system, Marc lectures for the University of California at its Irvine and Los Angeles campuses. His classes include graduate-level sections covering retail/CPG marketing concepts, branding, integrated marketing communications, market research, and global communications. Along with lecturing at the University of CA, his professional calendar includes the opportunity to continue practicing myriad marketing endeavors while engaging with business decision-makers.

Textbook Information

Textbooks for your course may be purchased from any vendor or bookseller of your choice.

Required Textbook(s):

Book - ISBN: 9781118961025
Olsen, D., 1 ed, Wiley

Meeting Schedule

EventDateDayStart TimeEnd TimeLocationRoom
START05/10/2021Monday------Online (Access Begins)---
END06/20/2021Sunday------Online (Access Ends)---