Emphasis on lifestyle, situation, and information processing. Lecture and case analysis. In-depth study and application of advertising and its role in marketing planning. Study includes identification of relevant data to analyze the marketing situation, development of product position, marketing and advertising objectives, creative strategy, media planning, and evaluation. Comprehensive view of retailing as it relates to the total marketing process.
Emphasis is on retail decision alternatives used when formulating retail strategy.
Study of concepts, theories, and principles underlying the marketing research process. Focus is on development and evaluation of research designs for gathering marketing information. Multidisciplinary approach to international trade from the viewpoint of business management. Introduces unique aspects of international transactions including patterns and theories of international business, impact of foreign trade and international environment, and international business planning. Discussion of the managerial aspects of marketing, emphasizing development of marketing strategies and plans and integrating specific elements of the marketing process.