The course focuses on the major theories needed to understand buyer behavior, such as evoked set, brand loyalty, learning and memory functions, motivation, attitudes and attitude change, diffusion of innovations, perception and meaning, lifestyle and personality differences, culture and social class, and family buying influences. A review of the company's product portfolio management, including the task of product positioning, product development, market development, product diversification and alternative strategies associated with the introduction, growth, maturity and decline stages of the product life cycle. The study of modern retail practices, e.g. trading area analysis, economic quantity models, atmospherics, non-store retailing, target market selection, and competitive analysis. Contemporary Marketing Issues. This capstone course integrates previous marketing courses within a problem-solving framework.
Students study marketing issues, strategies, plans, and implementation in a competitive environment.
Required of senior marketing majors and open to senior marketing minors. Selecting and entering global markets, as well as building and protecting market share are viewed in light of significant economic, cultural, and political-legal differences. Marketing Honors Seminar. A unique opportunity for students to do research on major marketing issues. Previous seminars have addressed the use of athletes in advertising, the acceptance of marketing activities in non-profit organizations, and consumer knowledge about the potential dangers of artificial sweeteners.