Emphasis is on the role of marketing in the organization. Major topics include market segmentation, market targeting, product positioning, and the marketing mix. An application of basic marketing theories and principles, this course focuses on the decision-making aspects of marketing management. Emphasis is on the critical analysis and solution of marketing problems.
Students analyze marketing cases and develop a marketing plan for a product or organization.
An introduction to the theoretical foundations, models, and research advances in consumer behavior. Both consumer and organizational buying behavior are covered. Psychological, sociological, anthropological, and economic foundations of consumer behavior are investigated. This course is designed to give students both a theoretical and a practical foundation in marketing research. Students design a major research study for a product or a company.