Marketing Management in Planning & Control
Marketing Planning takes a strategic perspective to examine the nature and scope of utilizing market analysis outcomes to plan the implementation of a marketing mix. The course includes the study of marketing management theory and the experience of business and marketing planning. Course implementation will involve detailed analysis of product development and management activities, such as, research and development, and brand and product line management; promotional activities, such as, advertising, personal selling, public relations, and sales and trade promotions; distribution activities, such as retailing and wholesaling; and pricing activities, such as, new product pricing, pricing strategies and pricing adjustments. The course includes substantial experiential learning with written and oral communications skills. Marketing Planning must be taken simultaneously with Marketing Communications
Marketing Environment Research
It is designed to make you an intelligent user of marketing research. The development implementation and monitoring the compliance with such a strategy require - from both the general and marketing managers - processing of large amounts of information about the company environment customer present competitors and potential entrants suppliers legal developments various publics. To learn alternative methods of pursuing market research and to enhance your ability to evaluate critically this alternatives. To acquire basic knowledge and skills needed to implement a research design.
Customer Relationship Management
This course provides the fundamental concepts in customer relationship management. Topics include understanding the total customer experience, CRM planning, e-customer service, best practices, call center management, data warehousing, ERP, Internet CRM integration, customer value and retention, interrelationship selling, and partner relationship management.
Financial Resource Management
Introduction to Financial Management, present value and net present value, opportunity cost, shareholder value, valuation of assets, bonds and stocks, payback, internal rate of return, relevant costs, measuring and calculating portfolio risk, diversification, portfolio theory, the Capital Asset Pricing Model, Dividends, dividend irrelevance, capital structure, leasing, analysing financial performance, foreign exchange market, currency risks.
An application of the behavioral sciences to marketing. Topics include attitudes and beliefs, perception, interpretation, learning, personality, communication, cultural values and norms, social class, cultural and gender diversity, and consumer decision-making models
Corporate Branding & Identity
Corporations, organizations and individuals understand and place great importance upon how the public perceives their 'image.' Whether it's called a trademark, symbol or logo, the creative search for a brand's 'mark' is always given paramount significance, as the entire Identification System will flow from that image. This workshop will explore historical examples of successful and unsuccessful design systems and brand identification, the anatomy of a Trademark/Symbol/Logo, defining and understanding an Organization, psychology/power of visualizations, applying images to applications, developing a Brand Identification System, and maintaining consistency of image usage.
Business-to Business Marketing
Business to business marketing considers organizational and industrial markets and marketing processes. An examination of organizational buying behavior procurement and marketing management for industrial goods and services is provided. Prerequisite: For marketing majors and minors
Qualitative Research Methods
Qualitative Research Methods will introduce the students to qualitative research as a means of inquiry into consumer behavior, marketing and marketing related problems. Qualitative methods for data collection such as focus groups, observation and interviewing will be considered as well as the techniques of interpretation and reporting