The objective is to give a basic knowledge of advertising, sales promotion, public relations, and personal selling in an effort to understand, plan, execute, and evaluate an organization's promotional programs. A multidisciplinary approach creates a broad understanding of the subject matter. Concepts from economics, political science, anthropology, sociology, management, and marketing are integrated into the course. The textbook is heavily supplemented with articles from appropriate journals and magazines. This course may be repeated for credit for different selected topics.
Emphasis is on survey methods focusing on questionnaire construction, data collection, and analysis.
Specifically, the student is required to analyze actual and hypothetical marketing situations and react to or solve marketing problems by demonstrating an understanding of the marketing concept, the marketing mix, marketing strategy, and a strategic perspective. This course may be repeated for credit for different selected topics. Marketing NLA See 882-49800. Also offered at Ithaca College London Center. Marketing NLA See 880-49900.