Offered winter term only. Elements of advertising, personal selling, sales promotion, direct marketing and public relations are included. The study of marketing communications includes a review of concepts from economics, behavioral sciences and social sciences, which play a role in creating, executing and evaluating promotional programs. Topics include setting communications objectives and budgets, media planning and creative strategy, all in the context of an integrated communication program. Emphasis will be placed on appreciating the scope, strengths and weaknesses of these marketing communication tools, and particularly on how they can and should be used together.
Students apply various research methods used in business to gather and analyze marketing data.
Possible effects and implications of the analyses are discussed in terms of the marketing and decision-making processes of businesses. This required course for the marketing concentration focuses on the application of the behavioral sciences to understanding buyer behavior. Emphasis will be placed on developing an appreciation for the scope of the topic, understanding the essentials underlying buyer behavior and developing the ability to relate such understanding to important issues faced by marketing practitioners. All topic presentations will also include a discussion of practitioner-oriented managerial implications. This required course for the marketing concentration is designed to explore the scope of global marketing.