Topics include development of research proposals, sources of primary and secondary data, questionnaire construction, sampling considerations, application of statistical analysis including computer-based techniques, and report writing. Public Relations Objectives and methods of communication between a firm and its publics, i.e., stockholders, employees, consumers, general public. The role of social, political, ethical and ecological considerations in formulating public relations policy. An examination of the concepts, strategies and applications involved in direct marketing both nationally and internationally. Topics include the scope of direct marketing on the international level, launching direct marketing campaigns, planning for global direct media and multimedia, and database marketing.
Analysis includes both industrial and final consumer direct marketing.
MKT157F. Global Marketing Strategy Focus on global marketing strategies that achieve organizational and societal objectives. This includes the examination of the coordination of marketing activities and the resulting exchanges in a variety of countries. A managerial approach to marketing decision making in an industrial market. Topics include vendor and value analysis, inventory control, sales forecasting, industrial market planning, market auditing, sales-force planning and channel management. An intensive analysis of the concepts, structure and operation of the domestic and international marketing system, the development and evaluation of marketing plans, industrial and final consumers, product planning, agencies and functions of distribution, promotion and publicity, pricing, legislation, ethics, social responsibility and environmental issues.