Focuses on the management of promotional programs which include elements of advertising, personal selling, sales promotion, and public relations. Includes a review of concepts from economics, behavioral sciences, and mathematics which play a role in creating, executing, and evaluating promotional programs. MKTG 400 and 450. This course deals with the problems and perspectives of marketing across national boundaries. It also focuses on the tools and practices for structuring and controlling marketing programs related to overseas business.
Emphasis is on the management of marketing functions in global context.
Topics include international trade organizations, international economic factors, foreign business customs, and the international marketing mix. Includes decision models from industrial marketers through purchasing units. Major topics include the unique characteristics of services, creating, and positioning a service in the marketplace, distributing, promoting, and pricing services. An evaluation of marketing strategies from the perspective of a service firm. On sufficient demand.