Application of sales techniques to practical situations is stressed. A strategic approach to principles and problems of retail store management from the perspective of the store owner or chief executive. Included are studies of types of retailers, location and organizational problems, government regulations and decentralization. Included are analyses of media, markets, research, economic and legal aspects of advertising. Understanding of demand, marketing intelligence, and the development of strategy for products and services, channels of distribution, pricing, promotion and control.
Students participate in factual case studies and simulate actual business conditions.
Study the global marketing environment and the challenges and opportunities facing today's international marketer. Concepts will outline the major dimensions of the economic, social, cultural, political, legal, and financial marketing environments and how these impact the applicability of the traditional marketing principles.