The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis.
This course will help students develop the skills necessary to understand and integrate Internet technology and characteristics into marketing strategy. In addition, it will let them recognize and understand the implications of the Internet not only as a market place but also as a set of tools and opportunities.
The course develops your high-level skills and creative thinking, helping you learn how to clearly communicate strategies for successful brand building, futures forecasting and change management.
This course will survey the laws applicable to the advertising and marketing industries. Expected topics include the advertising/editorial content distinction, false advertising law, intellectual property and privacy.
The student will learn techniques and procedures of collecting and analyzing information to identify marketing problems and facilitate their solution