This course adopts a managerial, applied perspective to examine continuing technology-drive changes in consumers, business activities, and the marketplace itself. A case driven course that integrates material covered in the marketing curriculum and relates them to the design and implementation of marketing strategy. Selected cases will emphasize the integration of technology into the marketing process. Students are expected to demonstrate competency in analytical and presentation skills. Additionally, students will be required to utilize contemporary hi-tech tools.
Pedagogy includes journal articles, field project, and individual assignments.
Studies management issues in implementing marketing plans and activities. Examines how specific projects relate to an organization's overall marketing strategy and the resources needed to implement such activities. Discusses criteria used to measure effectiveness of specific marketing activities. Prefer senior-level standing. Position must be approved by internship coordinator.