For individuals new to the field or those wishing to enter it, this course offers a comprehensive overview of modern personnel practices and techniques. This course covers fundamental concepts of mar- keting and their relationship to the corporate organization. The role of the consumer, changing lifestyles, and new developments such as consumerism as well as marketing under conditions of shortage are discussed. This course brings together all marketing principles to implement and follow through product positioning and marketing strategy at each stage of the life cycle of a product, service, or concept. It emphasizes effective accumulation of relevant data, analysis of competition, naming a product, research, promotion, and distribution.
Participants prepare model marketing plans.
This course emphasizes creativity in producing copy for consumer and trade magazines, newspapers, direct mail, and other media. Special attention is given to coordination of visual and verbal concepts and to class evaluation of student work. Today, direct marketing is one of the leading forces in modern marketing. It is used by giant corporations and small companies alike to market more efficiently and build enduring customer relationships. The center offers noncredit courses for professional training, which students may take to meet their needs or to earn a certificate, and a Master of Science program in direct marketing communications to prepare the next generation of leaders in this dynamic and growing field.