Principles and concepts underlying marketing functions, including the conception, pricing, promotion, and distribution of products and services and the role of marketing in society.

The consumer decision process, with emphasis on consumer decision making, satisfaction/dissatisfaction factors, perception, learning, group influences, and marketing strategy implications.

Investigates the theory and practice of marketing research with emphasis on the problem-oriented nature of marketing research and how research activities are implemented by marketing researchers and used by managers.

Graduation with Leadership Distinction: GLD: Research

Understand the fundamentals of the sales process and how to ensure client engagement. Learn follow-up skills that will help you in every walk of life. Learn the fundamentals of effective business communication (voicemail, email, and hand-written).

The context, tools and conceptual understanding of the technology-related and managerial expectations of an entry level sales representative.

An in-depth understanding of the fundamentals of pricing strategy formulation and implementation.

Reading and research on selected topics in marketing. Course content varies and will be announced in the schedule of classes by title.

Graduation with Leadership Distinction: GLD: Research

Students form a working marketing agency and complete a real-world marketing campaign for a client. Working as a team, they apply marketing theory and concepts to a substantively important marketing problem.

Marketing strategy in marketing to other business and nonprofit organizations, emphasizing relationship building, alliances and partnerships, data interchange, power shifts in the channel and the impact of changing technology.

Integration of advertising, sales promotion, point-of-purchase communications toward the goal of enhancing brand equity.

Examines fundamentals of personal selling and sales management and the development of communication and selling skills that yield desired sales results.

Marketing functions and channel flows used to develop distribution strategies that provide effective, efficient, and reliable delivery of products and services to end-user markets.

The primary tasks involved in developing marketing strategies from a product and/or brand management perspective, including product policy, competitive analysis, pricing, brand equity management, marketing information systems management, sales forecasting and monitoring customer satisfaction.

Studies retail institutions, relationships with other channel members, factors influencing patronage patterns, adapting to change in dynamic environments with emphasis on strategy implications for managers in retail organizations.

Management of marketing organizations and integration of functions, with emphasis on planning and designing strategies and applying tools and techniques for problem solving and decision making. For marketing majors only.