Focus on selected contemporary issues in the marketing field. Students should consult with the faculty member offering the course to determine the particular focus of the course for the semester. The primary concern is integration of marketing communications theory, and marketing strategy. Intended to equip the student with a thorough knowledge of an arsenal of research methods, including the assumptions, methodology, and limitations of these methods. Enhances students' ability to conceptualize and operationalize a research question.
Some statistical content is included as an introduction to data analysis.
A research project will be an integral part of the course. This course emphasizes the strategy of industrial marketing focusing on a series of interrelated components of strategic marketing decisions. Market selection, marketing research, buyer behavior, product planning and management, channel management, distribution systems, communication strategy, and pricing are topics that will be covered. Students complete analytical or experimental studies in Marketing under the direction of a designated Marketing faculty member.