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.
Strategy formulation is emphasized with attention given to the relationship of promotion to the overall marketing strategy of an organization. Students study topics of interest not offered as regular courses. Courses in topics of special interest to faculty members and students are offered from time to time. For complete course descriptions, students are directed to the Schedule of Classes, available in the Registrar s Office.