Focuses on concepts and techniques currently employed in behavioral research. Analyzes the performance of marketing functions at the retail level. Emphasizes institutional and competitive factors and management of the marketing mix as it relates to retail market segments. Legal, ethical, and international issues are included. Concepts and techniques of planning to initiate or purchase a company are emphasized.
Students develop a written business plan for a new venture.
A final course to integrate the students' work in marketing and to promote marketing problem-solving capabilities. Involves group preparation and presentation of a marketing plan. Completion of majority of required marketing courses. Requires monthly seminars and reports. Research in marketing for fulfillment of the Honors Program project requirement.