Takes an integrating or interdisciplinary approach to the role of the organizational executive. Should be taken during student's last spring semester. A study of the current social issues in mrketing. Topics covered include product safety, issues of deceptive advertising, environmental impact of marketing practices, information disclosure, and other issues relating to the consumer movement. An intensive study of specific marketing cncepts, theories, and strategies employed in the marketing of goods and services.
Emphasis is placed on reading current journal articles and other related marketing publications.
An exploration and evaluation of the extensive body of research evidence pertaining to the consumer, and an assessment of the marketing implications of the various processes and facets of consumer motivation.