| source Northwestern (X) |
level |
department MKTG Marketing (X) |
The course will start out with a review of marketing principles and proceed to a practical application of these principles. The areas of integrated marketing communications (advertising, public relations, sales management, and sales promotion) will be emphasized. Other areas to be applied to current operating businesses will be distribution, pricing and market information. The marketing plan will be thoroughly examined and then applied to an operating business.
Score: 14.387873 Details | Listing | Web page
Consumer behavior is one of the most complex aspects of marketing because of its focus on understanding the heart and mind of the consumer. Buyer behavior, like human behavior in general, is complex. If it were simple, then all products would sell as well as projected, all ads would be effective, economies would be efficient and marketing would be a simple prospect. In reality, consumers are frustrating, irrational, and difficult to predict. This course supplies the basic tools to better understand consumer behavior by providing a survey of the main theories and research findings about consumption from a variety of different fields: cognitive and social psychology, sociology, economics, and anthropology. Students will also learn about, and attempt to use, some of the techniques used by researchers to understand and potentially influence consumers.
Score: 14.387873 Details | Listing | Web page