|Course Number||Course Name||Credits|
The course focuses on the fundamental concepts of marketing, such as analyses of buyer
behavior, product development and distribution, and marketing research, planning and
This course is intended to give students the ability to apply strategic skills and
knowledge of consumer behavior in a practical business environment. This course will
examine various research techniques that marketers can use to gain true insight into
what drives behavior of target audiences for particular products and services. Applying
this research, the student will be able to develop more efficient and effective integrated
marketing programs. A global perspective will also be taken in order to broaden student
knowledge and at the same time provide a more realistic perspective on consumer behavior
as a result of increased globalization.
The marketing concept suggests that the resources and activities of an organization
should be focused in an integrated fashion towards the satisfaction of the wants and
needs of the customers as opposed to the needs and wants of the organization. As an
organization adopts this orientation, marketing research is viewed as a means to integrate
the organization’s activities and focus them on the needs of the market-place. It
involves the specification, collection, analysis, and interpretation of information
which will assist managers to better understand the customers and business environment,
identify problems and opportunities, and develop and evaluate alternative courses
of action available to them.
This course covers the management issues in developing an integrated marketing communications
strategy. It focuses on the design and implementation of effective advertising as
part of an integrated marketing communications program. Since most advertising decisions
involve both the advertiser and an advertising agency and other participants, such
as firms responsible for direct and interactive marketing, public relations, merchandising,
and promotions, the advertiser is viewed in interaction with agency, creative, media,
and research personnel. It also includes developing market segmentation strategies,
budgeting, evaluation and management of the communications program.
This course specializes in problems and perspectives of marketing across national
boundaries, including: 1. Analyze marketing decisions facing firms engaged in international
business transactions as producers, suppliers, and consumers, 2. Apply tools and approaches
to structure and control marketing programs on a global basis, 3. Analyze the constant
tension between forces of market standardization at the global level against "localization"
factors at the domestic and local levels.