Discusses other forms of marketing communications with goal of helping students develop integrated communication strategies. A study of selected areas of marketing knowledge and thought. Specific subjects vary each quarter depending on the particular interest of the instructor and students. Individual projects and reports. May be repeated for credit.
General goal is to prepare the student for conducting theoretically grounded research in marketing.
Intended for Ph.D. students. Study of research issues associated with marketing management decisions. Critically examines recent research in the areas of strategic marketing, market segmentation, new product development and introduction, pricing strategies, channel policy, promotion decisions, and sales force management. Reviews quantitative and behavioral approaches. Intended for Ph.D. students in management and related fields.