Using problem-solving techniques, students then present their finding and recommendations to these managers and obtain feedback on these proposals. An analysis of the advertising function from a management viewpoint. Emphasizes the mechanics and techniques of advertising as part of an overall marketing strategy. Special emphasis is on understanding and participating in the creative process, essential for effective advertising. A survey of the techniques and methodologies of industrial and service marketing stressing the differences between this sector and the consumer market.
Emphasis is on the case method.
This course focuses on the consumer and in particular, what makes consumers behave the way they do in specific purchase situations. Emphasis is placed on the behavioral, psychological and motivational theories as well as risk perception. Various consumer buy-in models are analyzed. The case method is utilized extensively. Examines the style of marketing oriented towards a consumer goods environment.