Students study basic concepts of interpersonal and mass communications. An emphasis on integrated marketing communications (IMC) which consist of advertising, personal selling, sales promotion, direct marketing, and public relations. A focus on integrating the elements which make up an IMC plan, resulting in a coherent communications strategy. Consumer motivation and the measurement of communication effectiveness are also examined. Prerequisite: MARK 301.
Analysis of problems of international marketing; development of marketing strategies in light of world cultural, economic, geographic, legal and political factors. Prerequisite: MARK 301.
The objective of this course is to provide students with the analytic, planning, and communication skills to be successful marketing managers. The focus is on practical marketing planning, along with the development and implementation of marketing strategies. Course activities may include the use of marketing simulation games, case analyses, field research projects, secondary research and in-depth discussion of current literatures. The course focuses on the integration of all the conceptual areas in marketing. Prerequisite: MARK 301. Restricted to third year students who have completed MARK 312 or MARK 320, or to fourth year students.
The role of selling and management of the sales force in diverse modern business environments. Topics include sales strategies, sales force planning, organization and evaluation, recruiting, selection and training, leadership and motivation, sales forecasting quotas and types of compensation. Prerequisite: MARK 301.
Students are introduced to the marketing concept and the role of marketing within the overall business framework. The basic tools of marketing are introduced: market segmentation, positioning, product, price, distribution, and promotion, together with marketing research, consumer behavior, planning, and global marketing. A critical theme of the course is the need for the marketing mix to fit with the requirements of consumers, the competitive environment, company strengths, and community expectations. These issues are considered from strategic and tactical perspectives. Prerequisites: ECON 101 or ECON 204.
Students study basic concepts of interpersonal and mass communications. An emphasis on integrated marketing communications (IMC) which consist of advertising, personal selling, sales promotion, direct marketing, and public relations. A focus on integrating the elements which make up an IMC plan, resulting in a coherent communications strategy. Consumer motivation and the measurement of communication effectiveness are also examined. Prerequisite: MARK 301.
Analysis of problems of international marketing; development of marketing strategies in light of world cultural, economic, geographic, legal and political factors. Prerequisite: MARK 301.
Students study basic concepts of interpersonal and mass communications. An emphasis on integrated marketing communications (IMC) which consist of advertising, personal selling, sales promotion, direct marketing, and public relations. A focus on integrating the elements which make up an IMC plan, resulting in a coherent communications strategy. Consumer motivation and the measurement of communication effectiveness are also examined. Prerequisite: MARK 301.
Analysis of problems of international marketing; development of marketing strategies in light of world cultural, economic, geographic, legal and political factors. Prerequisite: MARK 301.
The objective of this course is to provide students with the analytic, planning, and communication skills to be successful marketing managers. The focus is on practical marketing planning, along with the development and implementation of marketing strategies. Course activities may include the use of marketing simulation games, case analyses, field research projects, secondary research and in-depth discussion of current literatures. The course focuses on the integration of all the conceptual areas in marketing. Prerequisite: MARK 301. Restricted to third year students who have completed MARK 312 or MARK 320, or to fourth year students.
The role of selling and management of the sales force in diverse modern business environments. Topics include sales strategies, sales force planning, organization and evaluation, recruiting, selection and training, leadership and motivation, sales forecasting quotas and types of compensation. Prerequisite: MARK 301.