The course is open to a limited number of students each semester. It develops an approach for identifying the mission of the organization, exploring its external environment for opportunities and risks, and relating these to internal strengths and weaknesses. This course is required of all College of Management students. With its focus on managerial reasoning, the course emphasizes clarity and coherence in case analyses and project reports. It is required of all students in the College of Management.
Emphasis is given to secondary data and secondary data processing.
It also emphasizes report writing and oral presentation skills. The course also examines the practical applications of contemporary advertising theory, and the place of advertising management in successful business operations and in society as a whole. In recent years shopping on the Internet has been added to the options available to the retail customer. This course covers all aspects of traditional retail marketing from site selection to merchandising policies to evaluation of effectiveness. Web Page Marketing Software tools now make it possible for anyone with basic computer skills to build a web site.