Consent of the department chair. Prerequisites will vary based on topic. You are limited to one directed study course per trimester. You will learn methods for managing product positioning, pricing, distribution and external communications. You will learn about customer behavior, demand determination and marketing research.
Emphasis is on developing fully integrated marketing programs.
The case method is used. Through case studies and practical exercises, you will learn how to reach appropriate market targets in the most cost-efficient and measurable way. You will learn how to help an organization of any size develop closer relationships with target markets and how to enhance the value of marketing communications strategies. Lectures, case studies and guest speakers will be utilized to demonstrate how to plan an event, create pricing and location strategies, and how to cost-effectively promote them. Sponsorship development will be studied from the points of view of both event-planner and corporate sponsor.