This course examines the function of retail merchandising activities in relation to the marketing mix. Emphasis is placed on identifying the various forms and functions of retail merchandising. Students will analyze the relative effectiveness of merchandising activities in relation to the product of service the activity supports. This course also explores the role of new media, such as the Internet, in direct response marketing. This course examines the mass media as it reflects and influences the attitudes, values, behaviors, myths, and preoccupations that define a given culture.
Students focus on media literacy as a systematic way of deciphering media messages.
This course considers the functions of mass media in society and the effect on the individual. The student examines the legal structure of the media communications industry. The course focuses on the formation, rationale, and implications of policies that form the basis of media law and regulation. This course exposes the student to the principles of management, planning, and execution of media-oriented activities and events. Specific focus is applied to building differentiated value perceptions in the customers in relation to competitor's products.