This course is offered at both the graduate and undergraduate levels. An undergraduate course dealing with those sets of interdependent organizations that are involved in making goods and services available for consumption. Various cases are used as a means of developing the student's knowledge in the area of channel management. An undergraduate course that focuses on the forward flow of communication from an organization to its markets. This involves the relationship of advertising, personal selling, and sales promotion to the information requirements of various markets and segments.
Students work in teams to develop a promotional strategy for an actual organization.
An undergraduate course focusing on the analysis of consumer decision making and the application of behavioral principles to strategic market planning. Students apply their knowledge of consumer decision making through several projects dealing with product perception, marketing communication, choice strategies, and post-choice processes. Written reports are prepared by all students. Identifying market opportunity, analyzing markets and predicting consumer response are integral concerns of the course. Students are required to formulate an original research problem and attain proficiency in assessing consumer research.