This course is designed to provide broad coverage of the concepts, issues, and conditions that affect the marketing of products and services on a global basis. In conjunction with universal marketing fundamentals, attention will be focused on the strategic challenges of identifying and evaluating opportunities and threats in overseas markets, developing and adapting marketing strategies in relation to specific host market needs and constraints,...
Consumers are constantly exposed to hundreds or thousands of marketing stimuli, which are designed to inform, persuade, and influence their purchase decisions. These stimuli are constructed based upon the implicit theories that marketers have about how consumers behave. This course examines social science and consumer behavior research for concepts and principles that marketers can use to better understand customers and meet their needs. By the...
This course focuses on the communication between an individual or organization and the public to promote stakeholder acceptance and approval. Students explore traditional and emerging components of the public relations process through mass media, as well as the needs of different types of businesses, such as corporations, non-profit organizations, and governmental offices. By the end of the course, students should be able to: Develop an...
Why study services marketing? The world economy is dominated by services. In the U.S. approximately 75% of the labor force, 70% of the GNP, 45% of an average family’s budget, and 32% of exports are accounted for by services. This course will address the distinct needs and problems of service firms in the area of marketing. The primary theme of the course is that service organizations such as banks, educational institutions, hospitals, hotels,...
This course focuses on the activities of first-line field sales managers. It covers sales management functions and strategies, developing the selling function, sales goals and structure, building a sales program, and leading and motivating the sales force. Learning Objectives: To gain a solid understanding of professional B2B sales including its planning and staffing, structure, and evaluationTo understand how to manage and motivate a...
