Case projects explore the marketing concept of retail management. Current topics in advanced marketing research techniques and real world applications, with emphasis on training in data collection and analysis, including multivariate techniques. Computer spreadsheets and statistical packages used throughout course. Paired with MKTG 664. Students who have completed MKTG 664 may not take MKTG 864 for credit.
Topics vary to keep pace with changes in marketing.
Examines the role of proactive corporate relations and crisis marketing communications to create a strategic communications plan using press kits, special events, case analysis, press conference simulations, media coaching, multimedia presentations, and videoconferencing for positive news and disasters. These include candidates, governmental units, charitable organizations, religious and political groups, special interest groups, unions and associations. Written case studies and student presentations. Identifies innovative marketing strategies, familiarizes students with product development and management processes for creating new products and bringing them to the market. Students learn how to develop professional marketing plans for new or existing products.