|
Principles of Marketing
MKT 4301 / 3 q.h.
June 25 - July 21
Online
This course consists of lectures, readings, and small group discussions on the role of marketing in contemporary society, in the business enterprise, and in the nonprofit organization. Consideration is given to the planning, operations, and evaluation of marketing and promotional efforts necessary for the effective marketing of consumer and industrial products and services in both profit and nonprofit organizations.
(formerly Introduction to Marketing)
Prerequisite: MGT 4101 Dynamics of Business 1.
Consumer Behavior
MKT 4360 / 3 q.h.
July 23 - August 18
Online
Understanding the decision process, attitude, and behavior of buyers is essential to developing marketing plans in today's competitive marketplace in which sophisticated customer relationship management approaches are dependent upon knowing the customer. The focus of this course is on the basic concepts of consumer behavior in a variety of contexts. We will consider the major theoretical approaches to consumer behavior and examine how the concepts of affect and cognition, behavior, learning, and the environment can be used to design and maintain an effective marketing strategy. Students will also gain a better understanding of their own buying behavior.
Prerequisite: MGT 4101 Dynamics of Business 1 or PSY 4110 Introduction to Psychology 1. |
|
 |
|
|
