They will write up the results, which they will also present orally to the class. This course is designed to be a hands-on introduction to selling and sales management. The objective is to develop skills and abilities that allow you to manage your sales territories as your own business. The unique tools that you will develop will enable you to build successful sales and management careers. The course is designed to develop decision-making skills in marketing.
Textual material introduces concepts and tools useful in structuring and solving marketing problems.
Case studies describing actual marketing problems provide an opportunity for those concepts and tools to be employed in practice. In every case the decision-maker must develop a strategy consistent with the underlying factors existing in the situation presented and must consider the implications of that strategy for the organization and its environment. The focus of course will be on honing the ability to discover novel aspects of consumer decision-making and to develop these insights into profitable marketing propositions. Tools and techniques for developing Customer Insights and for becoming more customer-focused will be provided in the context of recent advances in technology, especially with regard to the internet. A combination of lectures, guest speakers and assignments will be used to achieve the course objectives.