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 evaluation To understand how to manage and motivate a...
This course is designed to provide the student a managerial examination of advertising techniques and how they affect decisions in advertising and sales promotion. Course topics include setting advertising objectives and budget, applying advertising and media tools, and developing marketing communications designed to connect with and motivate the consumer toward an intended action or belief. Theoretical foundations will be discussed, but a...
