Market analysis defines relevant markets, analyzes primary and selective demand for the market, segments the market, and identifies potential target markets. This course focuses on analyzing customers, competitors, and the company to provide a basis for developing marketing strategy. Marketing information literacy will be emphasized through the utilization of numerous information sources and computer software applications. This course analyzes the roles, the functions and the processes that surround marketing research. The basic approach of the course is to consider marketing research as an aid in providing information that facilitates decision-making.
Emphasis is placed on practical issues related to the successful application of marketing research.
The nature, scope and contributions of advertising, personal selling, public relations and sales promotion in serving as a communication link between the business firm and its target market. Learning professional selling concepts and the communications skills to apply them. Topics include interpersonal communications in business, relationship building, prospecting and qualifying, determining consumer wants and needs, sales presentation and negotiation and post-sale communications. Employment opportunities in sales are examined. An in-depth coverage of determining the types of sales positions, the recruiting and hiring process, training, determining sales territories, methods of compensation and motivation, and control over the sales force.