Analysis of international marketing strategies using market trends, costs, forecasting, pricing, sourcing, and distribution factors. Offered in Fall Semester. A study of how marketing meets consumer needs. Covers consumer behavior as it affects marketing. Topics include needs, motivations, perceptions, and attitudes of consumers, and the influence of social class, culture and subculture on consumer behavior and behavior research are discussed in depth.
Course addresses strategies for creating customer values and trends in customer behavior.
Case studies are used extensively. Offered in Spring Semester. An advanced managerial approach to advertising program and campaign development for both profit and non-profit organizations. Emphasis on developing an advertising strategy as a component of the total market mix. Offered in Spring Semester.