Presents a comprehensive, systematic, and practical conceptual framework for understanding people as consumers the basic subject matter of all marketing. Draws on the social sciences to evaluate the influence of psychological, sociological, and ecological factors on market actions. Develops methodology in the formulation and implementation of policy decisions. Quantitative behavioral models are discussed and evaluated for their usefulness in strategy development. Basic methodologies for research in consumer behavior are developed and applied.
Emphasis is on developing applications of behavioral concepts and methods for marketing actions.
Examines the utility and applications of advertising in modern business. Assesses the legal and social environment of the advertising management process including setting objectives, planning creative and media strategies, and measuring effectiveness. Designed to provide the student with both research and managerial perspectives in the development and application of marketing research tools and procedures. Describes the development of research designs from problem formulation to analysis and submission of the managerial report. Analyzes techniques of marketing research such as experimental design, sampling, statistical analysis, and reporting.