An overall view of the basic perspectives of consumer behavior. An interdisciplinary approach is utilized by studying the fields of economics, psychology, sociology and anthropology s they relate to marketing. Emphasis is placed on the fundamental process of motivation, perception, and learning as well as analysis of individual predispositions and group influences in marketing. This survey course comers the development and management of an organization's advertising and sales promotion effort. The course includes a review of advertising, production, scheduling and media buying.
Emphasis is on the coordination of media strategy with field ales force activities.
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