Deals with modern consumer behavior emphasizing the magnitude and complexity of consumers in our society and how they influence current marketing practices. A study of the planning, implementation, and evaluation of persuasive communication processes which are used by marketing management for the purpose of presenting the company and its products to prospective customers. Topics include consumer behavioral research, media strategy, the use of personal selling resources, and the design and implementation of promotional campaigns. A cooperative work experience program in which the student is employed in a retail store in order to gain some of the practical experience necessary for success in retail merchandising. The application of traditional methods of marketing to the decision-making process in profit and nonprofit enterprises.
Primary focus is on the development and implementation of total marketing programs.