S.H. Understanding organization, administration and evaluation of the selling function within the firm. 3.0 S.H. Direct marketing continues to evolve as an information-driven marketing process, and its applications are expanding in all facets of the domestic and global economy. The students will be introduced to all aspects of direct marketing that enable marketers to develop, test, implement, measure, and appropriately modify customized marketing programs and strategies. The course will present telemarketing, direct mail, catalogs, broadcasting and electric medium with practical illustrations. In addition to traditional lectures, guest lectures are provided by the advertising professionals.
Students also have a practical opportunity to create ads and commercials.
While noting the increasingly blurred distinguishment between the manufacturing and service sectors in today's post industrial economies, the first half of this course focuses on the problems and issues surrounding the effective marketing of the intangible aspects of a product service offering. The second part of the course focuses on the nonprofit marketing, i.e., public and private nonprofit organizations. Students learn how to manage organizations such as government, religious, charitable, political, educational, and fund raising, institutions as well as marketing their endeavors more effectively. The course is designed to introduce business majors to the dynamics of global economy, trade and development and its linkage with the U.S. economy. Business students will get acquainted with the fundamentals of international economics, foreign exchange, monetary systems and financial markets, international trade and investment, the role of international organizations and agencies, international marketing, international accounting systems and taxation, cultural challenge, management styles and practices across the nations.