Reports of empirical data and insights are drawn from the behavioral sciences to analyze consumer and organizational decision making. Implications for marketing strategies are also discussed. Basic understanding of creating marketing exchanges among institutions, organizations, and individuals for purposes other than consumption. Focus is on buying processes, buying influences, institutional relationships, and ethical exchange management activities. A survey of promotion as a tool for making and implementing marketing decisions.
Coverage includes sales promotion, personal selling, advertising, merchandising, and publicity.
Promotional strategy formulation and development of the promotion mix are key topics. Emphasis on personal and professional development, interpersonal skills, verbal and written presentation skills, understanding sales and buying processes, and developing and maintaining customer satisfaction. Topics include developing trust and rapport, consultative selling, prospecting, and territory and account management. A survey of all aspects of direct marketing. Traditional direct marketing topics including direct mail, retail direct marketing, print media, and list management.