Topics include use of computerized data bases, sales forecasting, interpretation of survey data and the creation of marketing presentations. Extensive computer applications. Consumer buying patterns, motivation and search behavior. The consumer decision-making process. Inter-disciplinary concepts from economics, sociology, psychology, cultural anthropology and mass communications.
Case analyses and research projects.
Selecting marketing problems for research. Salesmanship as an interpersonal influence process. Selling using principles of human behavior. Selling skills and techniques. Examines the management of the advertising function within the overall marketing task.