Introduction to the role of marketing within an organization. Topics include identifying and defining markets, basic elements of marketing programs, building customer relationships, and the effect of environmental factors on marketing. Marketing applications in domestic and international, profit and not-for-profit, industrial and consumer markets, small and large organizations, and physical goods and services contexts will be included.
Investigation of the methods used by organizations to create dialogue with various constituencies to create long-term, mutually beneficial relationships. Emphasizes maximizing communication impact in an ethical, socially responsible fashion by conveying consistent reinforcing messages using combinations of one- and two-way methods of communication.
Examines how/why consumers acquire, use, and dispose of goods and services and the implications of these behaviors for marketing. The course is built on a conceptual foundation of cognitive psychology, learning theory, sociology, literary criticism, communication, and cultural anthropology.
This course builds on Principles of Marketing to develop decision making skills through case studies of actual marketing problems. Both qualitative and quantitative analyses will be used to determine the financial, organizational, competitive, and strategic impact of marketing decisions. Problems related to various marketing mix components, types of organizations, and types of products will be included. Students are encouraged to complete
Introduction to the marketing research process, research design, and methods used to obtain, analyze, and interpret information needed for making marketing decisions. Class projects will provide experience in sampling, methods for collecting and analyzing data (including Internet techniques), and evaluating/reporting findings.
The course analyzes the fundamentals of marketing across national boundaries as well as provides an analytical framework for the development and implementation of global marketing programs. Key concepts and management decisions connected with the global marketing process are examined.