Methods of research and theory in market stimulation and mass communications. Particular emphasis on attitude change and the factors affecting the processing of information. Current research pertaining to the generating, analyzing, planning and controlling the organization's existing and new product efforts. Portfolio analysis, planning and development systems, positioning and deletion decisions. A study of recent contributions from the behavioral sciences which provide insight into consumer motivation and consumption behavior.
Emphasis is on psychological and sociological models and current research from the literature.
Special problems of ethics and government regulation. Analysis of published cases and development of new case materials. New product pricing and related problems through the product life cycle. Product line pricing. Stochastic bidding models.