Students design and execute actual advertising, sales promotion and publicity plans for a real business. This course will examine the concepts, strategies, and applications involved in direct marketing. Topics include the scope of direct marketing, launching direct marketing programs, planning and market segmentation, developing and managing products and services, promotion and multimedia plans, customer service and response and performance measures. This course will provide students with a comprehensive study of problems involved in managing a sales force. Areas covered include organizations, motivation and performance evaluation.
Case analysis is emphasized.
This course examines the environment of personal selling. Areas covered include communicating with diverse customers, ethical and legal considerations in personal selling and the elements of the personal selling process. The course has case orientation. This course will introduce students to the problems and issues that are unique to marketing a service. Current literature related to services marketing will be reviewed.