The application of modern marketing theory and techniques to the hospitality industry. Emphasis will be placed on services marketing, and topics include an analysis of hospitality customer needs, marketing planning, segmentation, positioning, and promotion. Three hours of lecture. Policies, practices, principles, and methods of efficiently operated retail stores. Areas covered include store location, layout, organization, merchandising, planning, pricing, buying, personnel management, credit, stock control, sales promotion, the retailing mix, assortment planning, store operation, etc.
Emphasis is to be given to the contingency theory of management.
Three hours of lecture. International Marketing 3 cr. Marketing 301 or consent of the department. An introduction to the three major marketing environments-domestic, foreign, and international. Opportunities are presented for students to apply basic marketing knowledge and skills to an international environment, and to learn basic international marketing terminology, tools and concepts.