Marketing

This course is designed to serve as an introduction to the basic principles of marketing, practices, and the application of these practices. This course examines our present-day marketing system from a managerial point of view and has a current events component to help emphasize the marketing principles in today’s business world. Subjects covered include consumer behavior, market research and target markets, supply chains, products, promotion, channels of distribution, pricing, international marketing and use of technology in marketing.

An in-depth analysis of the internal and external forces in the consumer decision-making process as it relates to marketing. Areas of study include consumer reaction, personal selling, product positioning, brand loyalty, and image management. Applications in non-profit and government areas are also discussed.

Relationship Management provides students with theoretical knowledge and practical skills in building business relationships and the technologies associated with marketing, such as Customer Relationship Management (CRM) tools and software.

This course will focus on the dynamic changes taking place in sales and sales management. Critical areas of sales organizations will be examined: building long-term relationships with customers; creating sales organizations that are more nimble and adaptive to the changing customer base; gaining greater job ownership and commitment from sales personnel; shifting sales management style from commanding to coaching; leveraging available technology for sales success; and better integrating salesperson performance to incorporate the full range of activities and outcomes relevant within sales jobs today. Case method will be employed.