An examination of the accounting function from an international perspective. Topics include comparative reporting practices, harmonization of accounting standards, accounting for international transactions and subsidiaries, management accounting issues, and accounting for changing prices. Course content includes research design, questionnaire development, survey research, attitude research, data coding and analysis, experimentation, observation, projective techniques, test marketing, product research, and advertising research. Student teams will develop a detailed research proposal for a segmentation study, and will develop a questionnaire, set up computer files, conduct data analyses, and prepare written analyses and managerial recommendations. The study of advertising and promotion from an integrated marketing communications perspective.
Marketing emphasizes the importance of satisfying and developing relationships with customers.
This course provides the student the tools to understand customers. The course covers the models, concepts, and frameworks that explain how consumers behave in the marketplace. Psychological, sociological, and anthropological theories of buyer behavior are reviewed. The course emphasizes how to apply these theories, models, concepts, and frameworks to marketing strategy and tactics. Topics include human resource planning, recruitment forecasting, legal issues in selection, the measurement of job relevant knowledge, skills, abilities, and other characteristics, the construction and validation of selection measures, the interview process, and personnel selection utility analysis.