An introduction to advertising as a tool in the marketing process. The formulation of strategies and media choices are discussed. Case studies and student projects are required. An examination of the fundamentals necessary for establishing and effectively operating a retail concern. Consideration of the special marketing and management problems faced by retailers, as opposed to other business organizations.
Students observe and report on various types of retail establishments.
The entrepreneur is someone who undertakes a venture, organizes it, raises capital to finance it, and assumes all or a major portion of the risk. This course typically covers profiles of entrepreneurs, means of going into business, venture opportunities, and the financial aspects of becoming an entrepreneur. Extensive case studies and projects are required. Each student also develops a business plan. Examination of the strategy, planning, and implementation of a marketing promotion program.