Ph.D. Boston College, Louis Totino, B.S., M.B.A. Boston College. An introductory course detailing the fundamental concepts of marketing and the impact of electronic and global activity on traditional and emerging marketing practices.
Current examples illustrate marketing principles.
Topics include marketing management, psychology of consumer marketing in an electronic environment, product planning and development, product identification and packaging, industrial, retail and wholesale marketing, creating channels of distribution, pricing, promotion and advertising. An introductory course designed to simulate ideas for the marketing manager. Explores competitive strategy, pricing, customer service, market differentiation advertising , differences between traditional and electronic markets, sales promotion, marketing research, distribution and new product launches. Emphasizes the practical aspects of marketing management through discussion of current marketing activities, emerging trends, problems and cases. Topics include qualitative and quantitative market research techniques, electronic and traditional formats, sampling and data collection procedures, demand forecasting, product research and test marketing.