This course provides an overview of the theory and practice of marketing within a corporate and societal context in a dynamic environment. The major functions of marketing are covered from the perspective of management strategy seeking competitive advantage. Students examine key concepts in marketing, such as product and service development, promotion, pricing and distribution. The course examines the development of the internet as a business tool. It emphasizes the utility of the internet as a tool for marketers to increase competitiveness, effectiveness, and efficiency through the use of advertising, brand building, cost reduction, customer service, distribution, product development, and market research.
Students analyze current internet marketing issues and prepare reports.
This course examines the role of personal selling in the marketing mix. Students learn theory and gain practice in prospecting, presenting, overcoming objections, closing, and follow-up. This course discusses how channels can be managed strategically to serve as a competitive advantage for the firm. Key topics include power and conflict within the channel, middlemen, verti cal marketing systems and managing channel members. This course explores the role of the V.P. Marketing in the development of the corporate mission statement and the translation of corporate objectives into advertising and promotion objectives, strategy and practice.