A survey of the marketing of goods, services, and ideas in the economic, social, and international environment. Attention is given to public, private, profit and nonprofit organizations and how the management of the marketing functions is performed. Emphasis is on how to promote, distribute, and price the firm's offering in a dynamic economic, social, political, and international environment. Examination and evaluation of the sales effort as it relates to the consumer and participants within the marketing channel. Marketing strategy implications of the concepts and propositions that compose consumer decision processes.
Emphasis is on life style, situation, and information processing.
Lecture and case analysis. In-depth study and application of advertising and its role in marketing planning. Identification of relevant data to analyze the marketing situation, development of product position, marketing and advertising objectives, creative strategy, media planning, and evaluation. Comprehensive view of retailing as it relates to the total marketing process. Emphasis on retail decision alternatives used when formulating retail strategy.