Additional attention is given to consumer behavior, market research and market strategies.
3 credits An introduction to the field of market research with particular emphasis on how to use research data to make better marketing decisions. Topics covered include the market research process, research design and data sources, data collection and the analysis of marketing research data. Topics covered include promotional program development and analysis, the communications process and evaluating an integrated marketing communications program. 3 credits Practical application of selling theory in a variety of personal selling situations. The emphasis is on public relations as a function of management as well as an adjunct of promotion.