Marketing and Marketing Communication majors must take this course prior to the junior year unless waived. Transfer students must take this course their first semester on campus unless waived. An introduction to the integrated marketing of goods and services to industrial, institutional, and government markets. Areas of study include a review of the nature and buying motives of industrial buyers, organizing for the marketing of industrial products, promotional techniques, and distribution and pricing strategies. A course which develops understanding of the range of managerial problems associated with introducing and sustaining viable product strategies.
Emphasis is placed on the selection and introduction of new products.
The course covers the fundamentals of marketing communication. A study of the quantitative and qualitative techniques of marketing research and their effective use in marketing management. Emphases are the flow of marketing information, the development of sound primary research, and the adaptation of quantitative tools to management planning and decision making. A study of the overall plan of action for retail establishments. The major goal is to become a good retail planner and decision maker.