Principles, theory, and practice applied to real situations. Individual study and conferences with instructor. Major report required. May be repeated for a total of six units with consent of instructor and department chair. Development of an understanding of research design and methodology and of student's ability to analyze, evaluate, and utilize marketing research findings.
Emphasis is upon case method as the basis of marketing decisions with computer applications.
Generalized behavioral models explore consumer needs and motivation incorporating psychological theory as it applies to personality traits, learning, perception, symbolism and communications, social influences and understanding consumer behavior as applied to the marketing plan. The role of the sales manager in line and staff planning. Organization and control of the field sales force. Selection, supervision, compensation and motivation of the sales force. Coordination of sales with other marketing functions.